Reaching potential or current customers through the use of email is nothing new. Not only can it help to develop a professional relationship between your company and your clients, it can also lead to more business.
Writing emails to clients can be tricky. You want the subject matter to be interesting and instil a sense of curiosity in the reader. It’s also a good idea to have a real think about what you put in the subject line of the email. This is the first thing the recipient is going to see – so it has to be relevant and enticing.
Within the email itself it can be very tempting to use a lot of dazzling graphics to catch the reader’s attention. But we’ve all received emails where too many graphs, photos and tables have put us off. It’s also worth noting that the more you rely on non-written content, the more likely it is that the email itself will end up in a junk mail folder.
Instead make it simple but effective. Try to use a tone of voice which is friendly but professional. You’re not just stating facts – you’re explaining the benefits. Using bullet points and bold words can help to highlight the most important information. People tend to scan emails so think about placement and what stands out in your copy. If a link to a certain page is the most important thing in your email, use it two or three times, especially at the top and bottom of the email where the reader is most likely to see it.
Make sure that you also include all your contact information – including a phone number. Many people still like the idea of talking to a real person and building up a rapport. Even including basic emails and web addresses can often be overlooked.
Finally, one of the best ways to ascertain a response is to offer your client something free. Whether it’s a free consultation or a free trail, people love the idea of a bargain.
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