The purpose of most business emails is to convince the reader to take some sort of action, whether it is to sign up for a special offer or respond with specific information.
The desired outcome of what you want your recipient to do is called the email’s Call to Action (CTA), and it should be clearly stated as unambiguously as possible within the body of your email. (Read last month’s article on Call To Actions)
Get to the Point!
Most people in business find emails to be a bothersome yet a necessary part of interacting with other people online. Consequently, they won’t appreciate emails that are long on content but short on substance.
To maximize the effectiveness of your emails, make certain that they get to the point quickly, use brief sentences or bullet points whenever possible, and clearly state your CTA so that your readers understand your intention as quickly and clearly as possible.
Three lines of content is all that is necessary. Provide them a link where they can read more.
Given their brevity, you have only a few moments in order to get the point of your email across to your reader, so you need to make every word count. Persuasive writing is about understanding what motivates your reader, so as you compose your email think about what your recipients want to achieve by reading it. Make them feel as if their best interests are at the heart of the email.
Be very clear about what you want the reader to do, when you want them to do it and why they should do it, especially in light of how it benefits them. Motivate your reader to act on your CTA by always explaining exactly what’s in it for them.
Reading your email requires your recipients’ time and attention, both of which are extremely valuable in business. Make it worth their while by providing high-value content that includes information they will actually find useful.
By always delivering high-value content, you can increase the chances of their opening and reading future emails that you send. Remember, you don’t always need to be promoting or selling products or idea in your emails.
Often, the emails your readers will value the most are those that explain how to do something or share important facts and information they can use.
Using Emotion to Connect
One of the most effective ways to get your message across to your readers is to connect with them on an emotional level. This is most often accomplished by sharing a personal story. People love stories and are more likely to read to the end of your email if there is some personal lesson to express or point to be made.
You can increase the effectiveness and popularity of your emails by including details about your personal life, your family, your career, education and other experiences that make your readers care about what you have to say.
Building Relationships with the Target
The best way to gain the trust of your email readers is to ask for it. By sharing personal stories and connecting with them on an emotional level and providing content that is high-value, you can make them glad that they read your email. Now seal the deal by asking for their trust and friendship.
This doesn’t need to be as explicit as asking your readers if they will be your friend. Instead, ask them to join you in some cause or to show they care about what you are saying to them by following your CTA.
Even though these are business emails, always keep the tone friendly and helpful so that your readers can feel invited to consider you a trusted friend rather than just another business associate or sales person.
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