Tag Archives: Business Emailing

Three Ways to Keep Your Marketing E-mails Short

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Let’s start this one with a hypothetical. Imagine it’s a Tuesday morning, around 11:45. You’re in your office, just preparing to head to the car to go meet a client for lunch. As you walk out the door you flip to your phone to check your e-mail. You have a couple of new messages, and both of them are for e-mail lists you’ve signed up for. We’ll call them the e-mail lists for Company A and Company B.

Company A has sent you an exhaustive missive that details everything about their new line of products—eight products in total, with a full paragraph of information on each one of them. The full e-mail is more than 700 words!

Company B has sent you a quick reminder to call them if you have any needs they can meet. Their e-mail is exactly three sentences long, including a call to action. It totals 35 words.

Our questions for you are two. The first question: How likely are you, really, to read the e-mail from Company A? One glance at that litany of text and you’re probably going to swipe it into your trashcan. It’s not that you’re uninterested per se—but really, who has the time?

Our second question: Don’t you think it’s pretty likely that you will read the e-mail from Company B, at least if the headline is compelling enough for you to open it in the first place? Reading 35 words takes only slightly more time than it does to delete the message; why not give it a cursory scan?

And that’s the point here: E-mail marketing tends to be the most significant and successful form of content marketing, yet it’s the e-mails that are short and sweet that get the best results. And that brings us to the topic du jour: How do you ensure that your marketing e-mails are as brief, as lean, and as focused as possible?

We have three quick tips for you:

  1. Treat your e-mail like a landing page. A landing page is a piece of Web content that’s designed to do one thing and one thing only—to convert customers and get them to take a specific action, whether it’s to sign up for an e-mail list, buy a specific product, or download an e-Book. A landing page is focused on just one topic and getting the reader to take just one action, and as such a landing page is always going to be extremely direct and uncluttered. Use the landing page mentality as a guide for your marketing e-mails.
  2. Let images do the talking. A picture’s worth… well, you know. Images can make great marketing e-mail fodder; a quick piece of graphic text can be more attention-grabbing than a full written paragraph, and using an image forces you to keep things brief.
  3. Here’s an e-mail marketing strategy that tends to work well: Provide the first three or four sentences of a really great new company blog post, as a kind of a teaser, and then redirect readers to the blog itself for more information—“Click here to read the rest.” Not only does this drive traffic to your blog, but it also helps ensure your e-mail message is short and snappy.

E-mail marketing works—especially when it gets to the point. For assistance with any of this, contact the Grammar Chic, Inc. team at your convenience! Call 803-831-7444, or visit www.grammarchic.net.

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8 Ways to Make Your Business Emails More Effective

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If you’re a business owner, then you’re also a writer—whether you realize it or not. You may outsource your business blogging and you may have an employee who formulates proposals for you, but, if nothing else, you write emails every day—to potential clients, to current customers, to partners and associates, and to members of your team.

But have you ever paused to think about the craft and strategy of business email writing? When you approach your emails intelligently, you can maximize their impact—in other words, you can boost the odds that those emails will have the effect you intend them to have.

Here are a few tips for doing just that.

Offer Details in the Subject Line

If you want somebody to open and read your email, you’ve got to remember that most people get slammed with way more emails than they could ever hope to read, much less show real interest in. Make yours stand out by communicating specific value in the subject heading. Don’t ever leave the subject line blank; don’t use something like “quick question” (which is vague) or “very important/please read” (because what’s important to you may not be important to your reader). Instead, offer specific value: “Meeting confirmed for 9 a.m. Friday” or “Notes from Monday’s conference call” are both solid.

Keep Your Message Focused

We often tell people that a company blog entry needs to have just one primary argument—with some supporting sub-points, perhaps, but just one focused topic. We advise the same thing with emails. You should stick to one point if at all possible; if you have separate points that are substantial, split them into separate messages. If you do have a number of points to make, indicate in your first sentence how many points there are, and then number them.

Think Before Attaching

Attachments are often necessary, but remember that they can consume bandwidth, carry viruses, and take a lot of time to download and open; additionally, they do not always translate well to different email programs or operating systems. If you really just need someone to look at a paragraph of text, consider copying and pasting it into the message instead of sending an attachment.

Use the URGENT Flag with Care

Most email programs will allow you to flag a message as being urgent/important—but do this as sparingly as possible. In theory, every email you send to a client or co-worker should be important—else, you’re wasting their time and yours. Don’t become the person who flags every single email as important, because people will quickly realize that this really means none of your emails are important.

Identify Yourself

This isn’t text messaging. If you’re emailing someone in your close circles—someone you are in contact with on a daily or weekly basis—that’s one thing. If you’re emailing a prospect “cold,” or following up with someone you have just met, it is important to say who you are and what organization you represent within the first sentence or two.

Don’t Assume Privacy

Whenever you email, think about your own online reputation. Email is not secure, and there is no way to prevent your message from being forwarded or published somewhere. The last thing you want is to say something nasty about a client or a competitor and then have that message leaked somehow. You can deny it, of course, but your reputation will still suffer.

Know When to Be Informal

When you’re emailing a close friend over something not strictly work-related, it is okay to use smiley faces and abbreviations. For anything else, avoid these things!

Proofread

For the sake of clarity, respect for the recipient, and your own professional reputation, take a minute to read through your message before you press ‘send.’ It’s as simple as that.

Looking for additional help crafting a compelling business email? The Grammar Chic, Inc. team stands ready to assist. Contact us today for more info, either by visiting www.grammarchic.net or by calling 803-831-7444803-831-7444.

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Filed under Business Writing, Email Writing