Small business owner reviews her business growth in Smart Pickle

Writing Emails That Work

April 1st, 2019

Email is an excellent way of connecting with your customers. It’s inexpensive, has high success rates, and feels personal. Yet knowing how to write a successful email can be difficult. In this article, we’ll explore some helpful tips on drafting the perfect customer email.

Collect email addresses

Customers who opt-in to receive promotional emails are more likely to read and redeem offers than customers who receive emails without their prior consent. Take advantage of opportunities to collect emails from your customers organically. Instead of forcing email signups for basic services, encourage customers to sign up to receive discounts or rewards. Be upfront about why you’re collecting personal information and always always always give the customer an incentive to join.

Know your customers

Knowing your target audience is essential to crafting a successful email (see “How to Reach Your Target Customer“). Take the time to do your research and get to know your customer base. Figure out their demographic: What do they value? Where do they spend their time? What attracts them to your business? Knowing the answers to these questions will help you create a message that resonates with customers on a personal level.

Be personable

Developing your business’ voice and tone is a great step towards successful email communication. Find a balance between enthusiasm and professionalism that works for you. Address customers on a first name basis and avoid jargon. Being friendly and relatable while staying consistent with your brand voice will help customers feel a stronger connection with your business.

Keep things clear

Remember, style should never compromise content. Stick to a single message for each email and avoid wordiness. Your customer should be able to quickly and easily identify the intent of your message.

Keep information trustworthy. Provide accurate content, follow through with what you say, and be consistent in your message throughout. This includes making sure that your brand is always present and recognizable.

Finally, avoid overwhelming customers with a barrage of emails. Over-communicating waters down your message and distances you from the customer.

Style should never compromise content.

Be intentional with your subject line

Your email’s subject line is the first thing the customer reads. Compelling subject lines grab the reader’s attention, encouraging them to keep reading. Avoid sensational language, exclamation points, and the word “free”–give the reader just enough to know what your email is about.

Be a human being

Customers are more likely to engage with email content when the email doesn’t appear automated–i.e., when the sender appears to be a real person. Avoiding impersonal sender addresses like “marketing@yourbusiness.com”. These will make your email look less like an advertisement and more like a personal contact.

Emails can be a great tool in connecting with your customers. Learning how to craft the perfect business email will allow you to reach customers with promotional offers, relay important business news, and build your customer-business relationship.