Guest Article

In today’s digital age, it’s not uncommon to send and receive hundreds of emails on a daily basis. If you have your own business, it’s a fantastic opportunity to introduce your company to prospective clients. Getting people to actually read your emails, however, is another matter. For anyone who wants to send effective emails that don’t end up in spam folder, there are a few rules to follow. With this quick review, you can ensure maximum effect with just a little effort.

1. Make it personal

If possible, try to send each email to individual clients with their name in the subject line or at least the first line of the email’s body text. Business information is now widely available, so finding the names of the people you need to reach shouldn’t be a problem. If you’re concerned this will take too much time, consider this: would you like to work with someone who hasn’t even bothered to learn your name or the name of your company?

2. Don’t make it too long

If your client also runs a business of their own, they are likely just as busy as you are. They don’t have time to read elaborate descriptions of your product, so try to get your point across in a short and concise format. Convince them from the very beginning, and chances are you’ll get a response! Remember to attach all of your marketing materials, such as a catalogue, portfolio or price list, separately.

3. Make it about them

Tell them straight away what they can gain from working with you, and what benefits are waiting for them: a discount, a connection or a great product or service. Be persuasive but not pushy – you don’t want to scare them off into the arms of your competition. Every business owner wants great value for money, so you need to be flexible too.

4. Make it easy to access information

You should always embed a link to your website or social media account either in the body or the footer of your message. It will make it easier for the recipient to learn about your company in just one click. Time is money, and if you don’t give your prospective customers the right information on a silver platter, they won’t bother to look for it. Make sure that you have the right address embedded into the link, though, as a broken link in a signature is a very common mistake.

5. Make it about you, too

Don’t leave them wondering what in the world you want from them and why you’re bothering them with your emails. After you’ve shown them the perks of working with you or buying your product, it’s time to be honest. Whether you need a new distribution centre, a great deal or marketing services, there’s nothing wrong about stating upfront what you will gain from it. You run a business so you need to earn money – every entrepreneur can understand and appreciate that.

Online marketing can be applied in many ways, and email marketing is certainly one of the most popular avenues. Just think about the messages you receive every day. Which grab your attention? Chances are they meet the above requirements. If you put them into practice, you have a better chance of bringing a new client into your business.

About the Author: Sophia Beirne is a dedicated tutor and writer. Currently, she develops her passion at Career FAQs, one of the leading providers of career and educational resources in Australia.