How to Write Business Emails That Actually Convert
Unlike the unsolicited mail shots of old, business emails carry a fundamental advantage; you already know that the recipient is interested in your brand, because they’ve opted in to receive correspondence.
But slapdash business emails won’t encourage them to stick around, particularly with the short attention span of people today. So to make meaningful conversions, you need to optimise every part of the email!
Here’s where to start…
Strong Start: The Subject Line of Your Business Emails
Let’s start from the top – literally. The subject of every email you send is important, because it can be the determining factor in whether a recipient will take a moment to open it, or simply scroll on by.
In fact, the average email open rate is less than 21%. To beat the odds, you’ll need a catchy, relevant subject line. So, how is it done?
Firstly, don’t try to squeeze a novel into the subject. Keep it short and snappy, with an enticing proposition. This could be a special offer, a time-limited discount, or exclusive information; work to your target audience’s preferences.
Next, make it personal. Use the recipient’s name in the subject line, and ensure that your sender address isn’t a generic firstname.lastname@example.org account. Create a connection by using a human persona – or, for a truly personal touch, assign the name of a prominent person in your brand.
Finally, focus on relevance. Something as innocuous as acknowledging the weather, proximity to the weekend, or payday, can help to forge a connection that encourages the recipient to read your email. Also remember to avoid clickbait, it may get the first email opened but it’s the quickest way to the spam folder.
The Hidden Gem: Preheader Text
While scrolling through your emails, have you ever wondered about the text underneath the subject line? That’s called a preheader, and it’s another tool you should use to drive conversions.
Think of the preheader as a bridge between the subject line and main body of text. Use it to expand upon the prospect contained within the subject, and to enhance interest in what’s contained within the business email.
Leaving out a preheader means that your email’s preview in the recipient’s inbox will jump straight to the greeting. It’s a missed opportunity to hammer home the value of the email.
Putting the preheader to good use can be as simple as reiterating the offer from the subject line, or placing it in context. For example, if your subject line mentions a 20% discount, you can use the preheader to explain that the recipient can save $20 on a $100 order – a gentle yet effective prompt to open the email!
Great Content = Conversions
You’ve nailed the subject and preheader; now what? It’s time to tackle the main body of the email!
First and foremost, you must deliver what the recipient expects to see. If you mentioned an exclusive offer, ensure that it’s included in a prominent position. It’s perilously easy to lose the trust of your prospective customer if you make a misstep on emails. Nobody appreciates clickbait, wherever it may appear, and the first offence could eliminate your chance of moving a high-quality lead down the sales funnel.
Next, provide content that’s relevant, concise, visually appealing, and well-formatted. Keep paragraphs short and to the point and use a combination of text and images to make the most impact, and don’t stuff your email with an excess of content. No matter how brilliant the copy is, only your most devoted followers are likely to see a lengthy message through to the end.
Finally, tailor your business emails to the action you’d like the recipient to take. For example, if you’re encouraging leads to buy a product, with a discount code contained in the email, use psychological tactics like the fear of missing out (or FOMO) and urgency to bring about the desired action. Similarly, if you’re offering a free resource, demonstrate how downloading it will solve a problem for your lead.
Greetings and Goodbyes
Before you hit send, there are two short – yet very important – tasks to take care of: the greeting and sign-off.
How you start your business emails will depend on the tone you’re looking to strike, the preferences of the target recipient, and the profile of your brand. If you’re from a law firm, for example, your greeting will be markedly different to a fashion brand for young adults.
Similarly, the end of your email must follow the same rules: closing your message on a positive and inspirational note. Include a call to action before you say goodbye; make it clear and unmissable for maximum impact!
Business emails are an excellent way to turn a lead into a buyer, but only if they are leveraged correctly! Make sure you optimise every step of the journey and you’ll find that you will boost your conversion ratings!