The reality of business in the 21st century is that we must write and send dozens of emails every single day. But how many of us actually know how to write the perfect email that grabs the reader’s attention, says what we mean, and gets the desired results?
We’ve all received ineffective emails “ ones that result in long chains of replies but no actual results. And we’ve probably all sent some in our day, too!
Joel Schwartzberg stopped by the Growth Lab Podcast to talk all about effective communication and shared his tips for writing a great email.
And while Joel’s tips are applicable for anyone writing emails, they’re especially useful when it comes to crafting a targeted email marketing message that you’re hoping helps you reach your specific marketing goals.
Here are his tips on how to write an email that gets results.
Start with a Strong Subject Line
It all begins with the subject line. Create a subject line that clearly illustrates what your email is going to be about. A vague subject line like “Checking in” or “Hello” is likely to get passed over in a crowded inbox.
Similarly, if you’re replying to a long thread and share an important new idea in the midst of 20 other replies, your great concept will probably get lost in the shuffle. Instead, create a separate email with a descriptive subject line, or change the subject line on the original email to make it specific to the topic at hand.
Not only does an information-rich subject line grab your reader’s attention in the first place, but it also makes it easier for them to find your email again at a later date. Rather than searching through dozens of emails with the same, nondescript subject line, they can find your meaningful content quickly and easily based on your clear and concise subject.
Remember, it’s not just about knowing how to write an email. It’s about knowing how to write an email that’s easy to find.
Establish a Human Connection
When we’re dashing off an email on the go, it can be easy to forget the salutation. And while brevity is valuable in email communication, you don’t want to start things off on the wrong foot.
In a personal email, opening with a greeting and the person’s name is important for establishing a human connection. Diving right into the content of the email can rub your reader the wrong way.
Think about it in the same way you would about an in-person conversation. Chances are, you wouldn’t go up to your colleague by the coffee machine and launch right into a question about tomorrow’s meeting or make an ask for help with an upcoming presentation. You’d greet them first!
There’s no need to take it too far in your email “ in fact, it’s best to avoid filler content, asking about how their weekend was or wishing them a happy Monday. But it’s nice to start with a simple, quick hello.
The same is true for targeted email marketing messages. You want to create a human connection, which you can do through segmenting your list and incorporating name tags. You can also segment and personalize based on geographic location, interest in past products and solutions, and more. By using the data you have, you can create a connection between your business and your email recipients.
Get to the Point in the Body
Once you get past the subject and greeting, it’s best to get straight to the point. Joel suggests using as few words as possible; he advocates for incomplete sentences and bullet points.
Whether they’re at their desk, on their commute, or in a meeting, your recipient doesn’t have time to scan through lengthy paragraphs. And if you have that much information to convey, email is likely not the best format to do so. A phone call or in-person meeting is the best venue for long, complicated conversations.
Instead, show respect for your recipient’s time by keeping things short and sweet. Make it clear what the point of your email is, convey that point in as few words as possible, and call it a day!
End With a Suggestion
Just because you’re trying to keep things short and sweet doesn’t mean you can forget about kindness! It’s best to end each email on a positive note, even if the body of the email is about a concern or problem in your personal or professional emails.
Instead of ending things with a slam (i.e., “You did XYZ incorrectly”), close out your email with a suggestion. It’s better to frame a concern positively by including an idea for improvement. Give the recipient the opportunity to meet with you so that you can have a more detailed conversation about your concerns and fully address any questions or comments they may have.
In your targeted email marketing messages, you’ll want to ensure your email ends with a strong call to action that entices the reader to take the next step you suggest. This is often something like booking an appointment, visiting your website, or calling your business.
Writing a great email is an essential business skill in today’s world. And while it’s not a difficult thing to do, there are a lot of traps that are easy to fall into.
Great email writing is about keeping things short, succinct, and on-topic. Before you hit “Send” on your email, check in with yourself to see if you’ve followed the email rules above. When you do, you can communicate more effectively with your team and the outside world and create emails that generate the desired results.
We hope these email tips were helpful. If you’re looking for even more help crafting the right email and sending it to the right inboxes, hit us up at LOCALiQ today.