There is no indication that the business world is moving away from emails. 205 billion emails are sent every day. That’s 2.4 million emails sent every second, and that number seems to be climbing every year. However, the open rate is about 25%, and the click-through rate is closer to 3.5%. This means that there are a lot of emails that don’t even get opened, and even less that get people to take action.
This it’s not all bad, because 3.5 percent of 74 trillion is still a large enough number that my calculator gave the answer as an exponent (2.59e+12, whatever that means). You just need a little guidance to stand out.
So, here are 7 tips to help your email get the reaction you want:
- Be clear about the purpose of the email. Don’t send an email unless you have a very specific action you want the recipient to take. Make sure the purpose of your email is abundantly clear, without being too repetitive. E.g. “Hello Mr. Potential Customer. Did you know that there are people like you who have decreased their mortgage by 25%, by downloading my free eBook?” See how the objective is very clear.
- Catch them with the subject line and preview text. There is a very fine line between being catchy and annoying. Your potential customer hasn’t got time for you to be annoying, so compose your subject line and preview text with something relevant and interesting. Just be honest, clear, and relevant to your targeted recipient.
- Personalize the email. Most people can spot a spammy email from a mile away. The trick is to make your email look like it comes from a real person. Make sure that it comes from a real email address, not firstname.lastname@example.org. Try to make it read and look as far from an automated response email as possible.
- Don’t sacrifice clarity for catchiness. Write your email as if you were speaking to your potential client. Keep it conversational, relevant, and try not to be too buzzwordy. Any email that has the word “sale” in it’s subject line automatically get filed neatly into my trash. Be genuine, concise, and deliberate with your email.
- Use “you” language. Lets remember that your customer doesn’t care how brilliant you are. They want to know whats in it for them. So use as few “I” and “we” pronouns as possible. Rather use “you” language. E.g. “Hello Mr. Potential Customer. I was thinking about your business, and how you can save on your stationary costs, by switching all your systems to a paperless digital environment.” You get the idea.
- Don’t be boring. Just because you work in a gigantic corporation doesn’t mean that you have to sound like a corporate robot. Try this: write your email as if your’e talking to the person at a bar after at least three rounds of drinks. Say something outrageous, or ask a thought-provoking question. Sometimes that’s all you need to get a constructive conversation going between you and your recipient. Don’t think of an email as an email, think of it as an opportunity for a conversation.
- Send more than one. Have you ever picked a potential client and sent them a well-written email every day, for a week? Try it. Sending one email means you want them to buy, and sending more than one means you want to start a business relationship. Always follow up, because it demonstrates how serious you are in you effort to add value to your customers. Don’t be afraid to experiment with different approaches.
Writing effective emails is not rocket science. I find that the most effective way to go about it to remember these three things: always try to add value, be genuine and honest, and be clear about what you want your recipient to do.
You can become part of that 3.5% and you don’t ever have to sound salesy.
Thank you for reading my article
Yours, in the effort to get you results