How To Write A Marketing Email

(By Gil Gerretsen) We all get them. They show up every day. I cringe at almost all of them. However, every now and then I see one that shines brightly. It gets through. It gets a little of my time and consideration.

Over the years I’ve studied those and taken a few notes. I’ve noticed good ideas and bad ideas. This is my synopsis of what I’ve learned. Perhaps my observations will improve your marketing and email messages.

Step 1 – The Subject Line

As in the old days of snail mail, your email will never be opened if it looks like junk. That means nothing is more vital than the "Curiosity Rule." Make an all-out effort to intrigue your recipient right from the start (if you don't, then you never will).

Why? It's because people quickly shift to other matters that seem more interesting. This means that your email's subject line must immediately engage their sense of curiosity. If I’m curious, I will look further. If I’m not, you go straight to the junk pile.

I recommend subject lines that are tailor-made for the recipient. For example, “Quick question about your article on (topic)” or “Suggestion from our mutual friend, (name).” Cryptic subject lines such as “Connecting” will be ignored.

Step 2 – The Greeting

Unless you are applying for a job, any email that starts off too formal gets dumped. Never use the word “Dear” to greet them. Just use their name (Mr. Smith). If you’re feeling a little sassy, say “Hi, first name.”

Be yourself. Act naturally. The point is to move quickly to the first sentence and avoid giving the recipient a reason to delete your message before you even get started.

Step 3 – The First Sentence (Why)

Tell them why you are interrupting their day in one punchy sentence. It should build on the promise from your subject line and lay the foundation for what will follow.

Focus only on them. Remember the WIIFM rule (What’s In It For Me). How will you make their life better? Keep it sentence short and sweet. Keep rewriting it until you can’t find an effective way to make it any shorter.

There are generally two effective ways to do it:

OPTION 1 is include the fact you share some common personal or professional connections. Casually mention one or two share interests, but don’t come across as a stalker.

OPTION 2 is to prove you are familiar with their achievements, work, or worldview. This type of familiarity shows respect and lets them know this isn’t a form letter.

Step 4 – The Second Sentence (Who)

Quickly show them who you are and what you could bring to the conversation. Answer the question which is foremost in their mind” Who is this person and why should I care?

Make it clear you are a peer who brings value to the table. Don’t brag. Be more overt. For example, “My employees (or clients) often ask me about …” or mention some part of your background which conveys you have a winning track record.

Step 5 – The Last Sentence (What)

Simply ask them what you want to ask. Be clear and don’t apologize. Remember that they are busy, so give them something they can simply answer with a 1-3 word response. Focus on getting them to take the next simple step.

That’s all you need to begin a conversation. Three short sentences.

P.S. If your signature declares you are both President and CEO (unless you are a publicly-traded company), you are signaling smallness rather than bigness. In the world of private business and professional services, the phrase CEO should never show up in your marketing (or anywhere else).

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