As small business owners, we both send and receive a lot of email.

It would be difficult to over-emphasize the importance that email has, both as a communication and marketing tool. Email allows us to do everything from schedule appointments to driving repeat business.

Your email has to get their attention

Think about how many emails you receive every day, which ones stand out to you? Since there are so many emails sent every day, you want to make sure your email catches the recipient’s attention.

Use the subject line to get their attention

The first step of writing a convincing email is getting your recipient’s attention. The subject of your email has to create enough interest for the recipient to continue reading.

Make the subject of your email personal. A simple and effective way to get a recipient’s attention is to use their name1. Personalizing the subject line of your email elicits a warmer response from your recipient.

Get your recipient interested

Use the first couple lines of your email to create an interest in reading any further. Think about what the benefit to them is to keep reading.

Mention who referred you

If somebody has introduced or referred you, let them know. Mutual connections are an excellent place to start when reaching out to someone new.

Knowing that you’re connected with someone they know, like and trust can considerably help establish a dialogue faster.

Draw on a pain point

Talk about a pain point your recipient is familiar with. By discussing a pain point, you’ll create an interest in reading your email because you’ve associated your name with a solution to a real issue they are thinking about.

Create a desire to take the next step

Now that your recipient is ready to keep reading, express the value you have to your recipient. Readers want to know what is in it for them. If you’ve referenced a pain point, talk about how you can help.

Express a sense of urgency

Sending an email is only a third of the process. Your recipients also have to open it, then take action based on what you’d like them to do next.

For example, if you’re running a promotion, tell them when the promotion expires. Setting a deadline on your offer creates a sense of urgency. People hate the feeling of missing out on a good deal.

Make your call to action clear

Remember why you’re sending that email. You want to make sure that the next step is clear. Decide what you want the recipient to do next.

A/B Testing

If you’re really looking to improve the open and click rates of your list, you can take advantage of the A/B testing tools available for many mailing list providers.

MailChimp allows you to A/B test every part of a campaign, and Constant Contact allows you to A/B test your subject lines. Using these tools can help you determine the better options for sending to your specific mailing list.

We can help set up and monitor mailing list campaigns to help you improve your opens and clicks. If this would benefit your business, contact us.

In conclusion

The formula to writing a convincing email can be broken down into four steps; Get their attention, get them interested, create desire and define the next step.

Keep your message short and personal. Think about who will be reading your message. If you received this email, would you take action?

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References

1 How To Write a Persuasive Email – The Psychology Behind Marketing; Retreived April 18, 2018 from: https://www.pinpointe.com/blog/how-to-write-a-persuasive-email-psychology-behind-marketing