- Almost always use the recipient's name because doing so helps to establish or re-establish a connection.
- Make sure your language is conversational.
- Presenting options can help simplify a complex issue and prompts recipients to respond.
- When appropriate, issue a call to action. What do you want the recipient to do?
- Take the time necessary to craft a well thought out message.
When crafting important email, look through the lens of the
recipient. How do you want them to react? What are they expecting?
What's in it for them? Why should they heed your call to action?
Well-crafted emails should have an effect on the recipient regardless
whether the purpose is to influence, gain a commitment or build your
connection.
Most well-written emails are no longer than five or six lines and
they follow the rules of grammar. Capitalization, punctuation, syntax
and spelling are important.
If you are trying to influence someone with an email (e.g. our
showroom is the best choice for your remodeling project), make sure that
you acknowledge and articulate concerns the recipient may have. This
helps to build trust.
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