The purpose of most business emails is to convince your prospect to take some kind 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.
Make Sure you Get to the Point!
Most people in business find emails to be a bothersome. Unfortunately, they won’t appreciate emails that are long on content but short on substance. There are several ways to make your emails more effective. Make sure that they get to the point quickly, use brief sentences or bullet points, and clearly state your CTA so that your readers can understand your intention as quickly and clearly as possible.
Due to a person’s short attention span online, 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. If you want to write persuasively, you will need to is to understand what motivates your reader. 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.
Produce High-Value Content
Reading your email requires your prospects’ time and attention, both of which are extremely valuable in business. Be sure to 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. Keep in mind that you don’t always need to be promoting or selling products or idea in your emails. In most cases, 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
Connecting with your prospects on an emotional level is one of the most effective ways to get your message across. 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 Your Prospects
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. This is a great way of forming relationships with your prospects.
You don’t need to ask your readers if they will be your friend. Rather, 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.