E-mail is still one of the most powerful medium of communication between people. Every day we receive multiple messages both private and businesslike. If it comes to the second pile there are many that we ignore and delete without even reading. However, e-mail is still considered to be the most powerful channel for communication with customers. Just take a look at econsultancy’s chart below.
Having a webshop especially, means that you need to write newsletters and emails to your customers. What's most important, you need to somehow encourage people to read them.
Set the right frequency
It’s a long known fact that only persistence will lead you to success. Even if your writing doesn’t get much attention you should try to improve it and continue with it.
The question is rather “how often?” Well, some people feel once every two weeks is too much and some will say it’s not enough. You should do some research, survey your customers or just learn that in time. Generally speaking, you should find the right balance because it’s impossible to please everyone. Here is a chart that may help you with setting up the right frequency.
As much as we like to deny it, we like routine. That’s why never forget to stay regular in your e-mailing!
Sometimes the only thing that is read, before an e-mail is deleted, is the subject line.
Thus it should be catchy but at the same time informative. If it’s possible try to summarize your e-mail into one, short and engaging sentence. A good subject line will increase your chances and maybe encourage your customer to read the rest of the newsletter. Also remember that this is an advertisement, so make it neat and persuasive. In other words use this econsultancy’s tip.
Imply some meaning
Don’t serve your customers a tasteless description of a product or an event you wish to inform about. That’s a final nail in your e-mail’s coffin! Not to mention that you should forget about clumsy machine translation when using non-native language. That way you only look like spam. As the chart shows 7% of e-mails are not delivered due to being recognized as spam. Try to fit in those 81% delivered.
Think carefully about the content you are about to publish. In order to write something interesting and appealing you need to walk in your customer’s shoes for some time. Ask them, using Social Media or surveys, what is that they need and value the most.
Having this knowledge, ask yourself a question: „How will anybody benefit from my offer?” or “How is the information useful?” Focus on the answer to the question and stick to it for the whole time when writing.
If it’s a new product you’re writing about, don’t elaborate on all the features just mention those that are most attractive and present them through the benefits that they offer to the user.
Mastermind the text
The aim of a newsletter or any other type of business e-mail is to initiate some action. Thus, the text should not be long. Write only about the most important stuff and wait with the details until you’ll engage into a conversation with a customer.
No matter the length, divide the text into logical and clear paragraphs. Also interesting headings will attract readers. What’s more an e-mail’s headings are the second thing after a subject line that might be the only thing read.
Lost in rules?
It might be that writing is problematic to you. There are obviously numerous rules referring to grammar, punctuation, spelling, register and many more.
If it comes to the register, use a rather moderate conversational tone. It’s better to know that there’s an actual person writing. Too formal might turn out a bit inhumane and awkward while too colloquial could be considered disrespectful.
Talking about grammar, improve your skills using professional blogs and dictionaries online. Always, and I mean always, read twice!
Do your newsletters and business emails work for you? Have you got any tips or opinions on the topic to share? Don't hesitate, leave your input in the comments!