Over 290 billion emails are sent and received each day. The average time spent reading an email is 15-20 seconds. SECONDS. With so many emails and so little time how can you make your emails stand out from the rest?
Be Creative
Creative writing rocks. Even if you’re a great writer, don’t forget to carefully craft your subject line. The subject line gets 100% viewing, regardless of open rate. Generally, shorter subject lines, (20 to 30 characters), have higher open rates. Catchy is good but accurate is even better. Your goal is for the right reader to open and read your email, without feeling you’ve pulled a bait and switch.
Don’t abandon your brand. From the font, to the family of colors, to the writing voice, a brand should be clearly recognizable by the consumer. Many email platforms allow you to fully customize emails to match your brand standards and showcase your logo properly.
Don’t forget the creative opportunity even in your signature. Entice readers to watch your latest video, read a blog or catch your latest podcast by embedding a link in your signature line. Consider a shortened creative url like one I use for my podcast: bit.ly/PriscillaPonders. You can creatively shorten these with free services available online. I use bitly.com because it not only lets you customize your link, but also tracks your clicks.
Pay Respects
You have less than 20 seconds to catch the reader’s interest. Respect your audience and keep your message concise and direct. Longer messages belong in a meeting.
Just as a musician tunes their guitar before a show, take time to tune your message before you hit send. There is no “unsend” button. Read through for spelling and grammar mistakes and check that attachments are actually attached.
Be Professional
Nothing can discredit an email faster than an inappropriate comment, photo or piece of gossip. Address each email with professionalism and you will be respected in return.
When tempted to forward a funny email think twice. Funny is great, but does it belong in your work email? Work email interrupts people’s workflow. Consider an alternate distribution source like Facebook for that type of material.
And lastly, stick to what you know. If you’re a contractor, don’t send out an email about bull riding. Write within your scope of expertise and you’ll earn much more street cred in the end.
Still feel unsure about improving your email response? Check out this FREE GUIDE to give you tangible ways to improve your email engagement.
Priscilla McKinney
Priscilla McKinney, CEO of Little Bird Marketing, is a popular keynote speaker, prolific blogger, podcast host, industry innovator and diversity champion. Her two podcasts are Ponderings from the Perch and Digital Transformation Success. Best known for making waves in the digital marketing industry, Priscilla has been featured on numerous podcasts, is the President of American Advertising Federation Heartland and has received numerous design, entrepreneurship and industry awards. Along with her expert team, she developed the SOAR System – a proprietary process designed to create sustainable lead generation for busy leaders so they can have confidence in the growth of their company without losing focus on their other responsibilities. Priscilla personifies creativity, entrepreneurship and authentic leadership – inspiring others to truly carve out their own path of success in her uniquely funny, no-nonsense and slightly irreverent way. Oh, and don’t give her caffeine. She doesn’t need it.
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