Laying out your email

27 10 2009

A lot of people struggle on how to lay out their business emails. I’m not talking about the email you send to your boss, I’m talking about the marketing emails that you send out to your customers, or potential customers.

Emails are extremely important for your business development and sales. Email marketing should take up a fair percentage of your marketing efforts if you want your business to flourish. Emails are all about engaging with the reader, and building the foundations for a relationship. In this post, I will tell you how to best lay out your email, along with a few tips.

The first part of your email is obviously the subject line. In this, you need to grab the readers attention, and make him/her want to read the email. It is best to keep the subject line between 6-8 words, so there is not a lot of room for you to get the readers interest. But, time after time, a lot of people manage to do it, so why can’t you? Try making them curious. Tip: a question is sometimes a good way to trigger someone’s curiosity.

The second part is the introduction. This should also be kept nice and short, maybe 2-3 sentences. Say why you are emailing, and what the benefits of them reading your email are going to be. Tip: Imagine that you are writing to one person, and he/she is your friend. Try adding the name of your contact into the introduction, this makes your email that little bit more personal.

After the intro, you have the main body of the email. Try not to drone on and on with this, keep it short and sweet, without going off on tangents. You should clearly outline the benefits of the reader purchasing your goods/services, without using a ‘direct sales pitch’. Tip: When you have wrote the main body of your email, read it 5 times, and each time remove a couple of words. This is a great way to cut down your email, but obviously make sure that the same message is still getting across and makes sense!!

The last part of the email is the end paragraph. This should summarise, very briefly, what you have been telling them in the email. Once again, try and keep this between 2-3 sentences. End it with an informal goodbye, don’t use Yours Sincerely or Yours Faithfully, if you do, it will throw away the friendly feel you have been trying to create in your emails. Tip: include, in the end paragraph, links to anywhere you want the reader to visit

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2 responses

27 10 2009
mdepiere

Hi there

Nice post. I have written similar things in my own blog. I don’t really agree with the tip of writing like it’s to your friend but that’s maybe because we mostly mail to business clients. If you like to see my articles, you can find them here:
http://markethings.wordpress.com/2008/11/05/the-hitchhikers-guide-to-practical-email-campaigning/
http://markethings.wordpress.com/2008/11/04/email-campaigning-101/

27 10 2009
keepersacc

Thanks for your comment, I will have a look at your blog. I think it depends what sort of clients you are aiming to reach, as you said. Generally when it’s not business to business, I like to write a nice personal email.

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