It is 40 times more effective than Facebook and Twitter combined. We are talking about email, a widespread and direct tool that pushes the action much more than messages on social networks.
1. Focus on the surprise effect
“The key is to draw attention through the surprises. In the long run send messages with the same sender, object and graphics, after a while ‘risk of not capturing the attention. My advice is to blow up the scheme: use the surprise effect, vary.
In practice: the sender must always be clear and the signed e-mail (name and surname, only name if the message is personal). It is important that the email appears sent by a person in the flesh, even if it arrives (for example) from the customer care.
2. Choose the object well
It is essential to ensure high rates of openness and clicks:« It should not exceed four words, nor 35 characters, including spaces. Never overdo it! The content of the object must always be truthful.
In practice: avoiding nonexistent subject lines (new product, press release). O roboanti (you lose 10 kg in three days).
3. Capture the attention
The beginning is critical because it is the moment when the recipient places the utmost attention to the communication that he has decided to open. In the first three or five lines the content must be organized in order to capture the attention and encourage a more in-depth reading or the performance of an action. The following lines are the right place to give additional information.
In practice: at the beginning you can repeat or paraphrase the subject. This facilitates the memorization of the concept and has no contraindications.
4. Clear objectives: who are you? Why should I read you?
Although professional an email should always answer the recipient’s questions: Who are you? What do you want me to do? Why should I do it? “To do that, you have to know how to sell a click, that is, to push the user to take an action: subscribe to a newsletter, deepen with a link. An email should accompany the recipient to the action with progressive and consequential logical steps, punctuated every time by a micro “yes”.
In practice: in personal communications, just “let me know”. Better focus and deal only with one topic per message.
5. Every email has its own story
The best messages are those that take the recipient by the hand and accompany him in a path. They must have a beginning, a course and a conclusion. Leave two spaces at the beginning, intersperse the arguments with a send, if there is a list, point it, use (with parsimony) underlined.
Practically. To give bad news (a redundancy, a reduction in supplies) I start by listing the motivations, then giving the bad news and finally writing something to positively close the message (morals, teachings, aid).
6. Make no mistakes and do not write when you are angry
Spelling and typing errors do no honor. Always re-read before pressing enter and never write under stress. Avoid capital letters, write an email when you’re tired or angry. Do not resort to jokes (in writing it is not easy to make irony). Do not be too long and differentiate emails based on recipients.
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- No to capital letters (which is equivalent to shouting and annoying)
- Never, never write an email when you are angry, tired, under stress. No to communications that could be used one day against us.
- No to jokes (in writing it is not easy to make irony and the risk is to offend).
- No to undifferentiated emails to non-homogeneous recipients.
- No to communications that are too long, frequent, verbose, emphatic.
And always read it again before pressing enter.
7. Skip the antispam filters and think about the device
There is no anti-filter recipe, but something can be done. Take care of the server’s reputation, for example. Then it is more important to make sure that you have lists that are free of errors, with recipients aware of being registered and messages that are as relevant as possible to their profile. E-mails are not read more often from the PC, but on the smartphone.
In practice: an email can be customized using dynamic content, filters or via automatic submissions based on recurrences or individual activities. Then optimize messages for smartphones in content, length and graphics.