Why do people open an e-mail and start reading?
Usually, it’s one of two things. Either they know the person sending it to them, or it piqued their curiosity.
If you are sending a person you don’t know an e-mail, and you want them to read it, what do you do?
1. Ask yourself why.
Don’t start with what you are selling. Don’t start with how you made it. Start with why you are selling it.
A TED talk speaker, Simon Sinek, goes in-depth on the subject, “People don’t buy what you do; they buy why you do it.”
Avoid saying things like, “Our products are awesome because we have the best designers on the job!” Instead, you should say, “We believe in quality and efficiency. That’s why we hired the best designers for the job. Because of this, we happen to make awesome products.”
2. Cut the fluff.
Don’t start your e-mail with “I hope you’re well.” Nothing screams insincerity as much as this. Your customer doesn’t care what you think; they care about why it matters.
Get to the point. Be clear. Why give you the time of day?
If your first few lines are jammed with filler and formalities, odds are, you will lose most readers right there.
Keep the content as concise as possible, and make sure it is readable. Flowery language and overly formal messages are cumbersome.
You may want to bold the keywords relevant to the reader.
3. Don’t copy paste.
It’s a bad sign when you start to sound like every other sales pitch. Here are a few ways to avoid this.
Make sure to personalize your e-mail. Refrain from calling your recipient, “dear reader,” and take the time to write their first name. You should consider using their first name in the subject title as well.
If you met the customer at an event, mention that, or if you have a mutual friend, mention their name. This allows you to form a connection with your sales target.
4. Call to action.
Don’t leave your reader hanging. They need answers.
Having too many calls to action can be detrimental. Telling them to subscribe, give money, buy a product, and vote for them on Twitter is too much information.
They want to know what you want.
If you want them to subscribe, tell them the details of that and what it will entail, and ask them to. Nothing is more frustrating than finishing an e-mail, uncertain of its purpose.
5. Sign well.
To gain a person’s respect, you need a signature. This often builds your credibility with the reader. Here is a generic signature structure:
- active social media
This is your opportunity to catch the subject’s eye. Adding a link to a video or lecture of relevance to your product draws attention. Always make sure this link is up-to-date and concerns the content of your letter.