As a small business owner, you probably think that the days when you were writing dozens of emails to your colleagues and managers are gone forever. Well, you might want to reconsider this.
Statistics show that 86% of business professionals prefer emails for business-related communication. Emails allow you to distribute information quickly, reach out to investors, market to the target audience, and stay up to date with any business changes.
What does it mean for any small business owner? Email copywriting skills are one of the most valuable assets to your business from day one. Continue reading and you’ll find out how to improve your email writing skills and maximize the benefits of this marketing channel.
Identify platforms where you can find new prospects
The specifics of your emails will depend on how you’re sending them. If you’re doing a large mailshot with a platform like MailChimp, for example, your writing will be different than if you’re writing emails on an individual basis.
Always decide on your platform before you start crafting a writing style. There are so many more places to apply your email writing skills than the traditional inbox approach, so shop around and see where your clients are. For example, use the same concise and direct writing style when you reach out to prospects on social media. Or, create a web pop-up that invites users to subscribe to your newsletter. Use the same email content that you sent out to your contacts from your mailing list.
Before you get started, you’ll want to figure out where the majority of your ideal customers can be found, which will require some research and perseverance. You’ll also need to remember to go where you have the highest chance of success. It’s no use pursuing an approach that you like if it doesn’t lead to any new prospects.
Find the ideal point of contact for your emails
Starting your emails with a personal introduction is the perfect way to catch the eye, but only if you do it right.
Let’s say that you want to team up with a company within your niche to create special deals. Or, you want to find investors for your upcoming promotional event. If you end up addressing a very junior member of a business, then they’re unlikely to approach their boss for you.
Pick someone at the right level, but in the wrong department, and your message will be dismissed as spam. For example, if you want to purchase new equipment for your business, find the email address of a sales representative and approach him directly.
Look for businesses that clearly have a need for your services, and take the time to research who you need to talk to before clicking ‘send’. That way your personal touch won’t fall flat.
You can simply ask for the right email but show some value first
Image source: Ryan Robinson
Decide between templates and your own prose
Email templates are a great way to get started, but they can end up reading all too much like a cookie-cutter if overused.
The main problem is that if you download a template from a site, you won’t know how many other people are using that same template. Readers will recognize the repetition instantly and will dismiss your email as spam.
Studying templates, on the other hand, is a great idea. Find half a dozen high converting examples so that you can see what they all have in common. This will allow you to learn how they do the following:
- Break the ice with an engaging personal introduction
- Frame a relatable problem without making it sound like the reader has failed as a result of their inability to address it themselves
- Highlight the experience of the freelancer and make a virtue of their size by emphasizing personal service and collaboration
- Create urgency and impetus to buy, without coming across as desperate or over-zealous
Highlight the benefits of using your services
Small businesses have many advantages over large corporations, and you need to use your emails to explain to your customers why they should do choose you.
Rather than being placed in a lengthy customer service queue and being passed from one associate to another every time they call in, for example, your clients will have a direct email line to the very person that will be working with them, giving them confidence that one person is responsible for meeting their needs and is looking out for their best interests.
Choose a personal subject line — avoid the spam look
If you want to market your services, then you need to stick to subject lines that will give a professional impression. You’re not trying to sell a self-help book or a lifestyle program—you’re looking to gain corporate clients.
Xavier Mosley, head of marketing for Canada Writers shares:
“Work the recipient’s first name into the subject line wherever possible, and keep things to 5-10 words in length. That way you’ll have enough words to catch the eye, but not so many that your emails look like yet more spam.”
Your subject line is the opening gambit, so make sure that it stands out for all the right reasons. It will make all the difference to the open rate of your emails.
Put yourself out there with confidence
Being confident without coming off as arrogant is something that’s vital to the success of your email campaign. You want to emphasize the benefits of small business and specialism by saying you’re the person who will make your customer’s lives easier.
Show the recipient that you have a clear grasp of what they’re looking for. Nothing inspires confidence like someone who has everything covered from the first day.
Image source: Ryan Robinson
Sign off by making it simple for the reader to get in touch
The sign off is the finishing touch to your email. You want to make it professional and concise, but add a personal touch that makes you sound approachable. Here are some possibilities:
- Hoping for a hole in your calendar (when you are requesting a meeting)
- Thanks in advance for your time (when you are asking for feedback)
- Looking forward to chatting (when you are scheduling a conversation)
If your customers know that they can reach out to you simply by clicking ‘reply’ then you’re likely to get plenty of interest, and some sales at the end of it. In contrast, if you have contact forms asking for people to book appointments, pay for your services in advance, and read endless terms and conditions, then the barrier to entry will be too high for most people.
Keep things simple, and you’ll be able to remove most of the little pieces of friction that stop people from making contact with you and opening up a conversation about doing business together.
Ready to make emails work for your business?
Great email writing skills are one of the most valuable assets in the small business owners’ arsenal. It can help you establish strong connections, find new prospects, and promote your services.
With the above-mentioned tips and the help of writing services like GetGoodgrade, you can improve your marketing results and take your business to the next level.
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