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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
The Effective Business Email Writing Tips: How to Make the Recipient Answer You
Consider this. You are a busy professional in an office full of people. You have back to back meetings almost every day of the week and your inbox is constantly pinging away with emails from other companies trying to sell you their product or service. What are the chances of you even reading those emails, let alone responding to them?
Cold emailing businesses when you are trying to sell your service or product is one of the hardest things to do. Email servers are now programmed to automatically send cold emails from unknown email addresses directly to the spam folder, making it even harder to get your email to your intended recipient. Even if they do get through to your target person, how can you guarantee that they’ll read the email, let alone respond? There are so many steps to jump through that it is a very daunting process. However, we have done much of the hard work for you. Here are strategies that you can use to increase your chances of not only getting through to the right person but getting a response from them.
Tips for getting an email read by the right person
The title of this essay might be “How to Make The Recipient Answer You” but first you have to make sure that the recipient reads your email, or how will they answer you?
1. Grab their attention within the subject line
a) Make it relevant to them. This may involve a little time and research to avoid a generic line which is almost guaranteed to be ignored by the reader.
2. Make it personal
a) Use names, not job titles. Refer to how you can help them with a specific problem that they have.
3. KISS
a) By this we don’t mean actually kissing the recipient. That would never do. Instead, remember to Keep It Simple Stupid. They are busy people – they don’t have time to read long winded emails from a stranger!
4. Be gracious
a) Again, remember that you want a reply from someone who is taking time out of their day to read your email so acknowledge that fact.
5. Be persistent
a) It can take an average of 7 “touches” before you get a response. Whether that “touch” is a series of emails or a follow-up phone call, be persistent but also be patient. Relationship building takes time.
So how do I get a response?
This is actually quite easy… make sure that each email you send out adds value to your recipient!
Don’t go down the route of the persistently pesky “Hey! I’m just following up my previous call/email/message via courier pigeon” because it gets old fast. Use such a hideous tactic and you can be sure that even if your emails are getting through to the right person they’ll be marking them as spam faster than you can press send.
You can add value easily by letting them know what new and exciting things you have been doing recently which might be of interest or you can signpost them to an article you think they’ll find useful. Put thought into each and every email you send and, if necessary, read back through the emails you have sent to ensure there is flow, continuity and relevance.
Tips for adding value
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Add content. People love to get relevant content for free.
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Got a mutual connection? Then let your recipient know! It’s a really helpful way of building up trust.
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Send a case study of how you have helped similar businesses. If they can see how your services work when put into action you are more likely to get a positive response.
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Do they have a known problem? Maybe offer a strategic suggestion to help them overcome that problem.
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Be active on the relevant social media platforms. By engaging professionally with sites such as LinkedIn you are generating credibility and trustworthiness.
This sounds like it will take ages and I don’t have the time. Neither am I an expert.
We won’t lie. It does take time. In fact, if you’re new to it all or you’re running your own business you will already have far too many plates to be juggling to be also thinking of this. Also, if you do try to fire off a whole load of cold emails yourself and you get it wrong, then you have lost the chance to work with those prospects for good.
Writing companies can be fantastic resources to help get your emails read and replied to. The beauty of using a reputable writing company is that they use experts in cold email writing, meaning that you will have high-quality emails virtually guaranteed to get the response that you are looking for. Also, as they provide this type of service every day, they can be remarkably quick allowing you to get on with the important business of growing, well, your own business!
You literally have got nothing to lose in using the services of a writing company to get your emails written. If you are unlikely to get any emails read which you have written yourself then what is the harm in paying an advanced professional writer with proven results to do it for you? You’d easily make your money back, and then some. Remember though – you have to use a reputable agency, so shop around for the best one for you.
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