12 Commandments of writing an effective business email


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Find out how to write an effective business email.

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12 Commandments of writing an effective business email

  1. 1. Write it Right! The 12 commandments of writing a business email
  2. 2. Tali Tarlow <ul><li>Speech writer at </li></ul><ul><li>www.yourjewishspeech.com </li></ul>
  3. 3. Jerusalem Scavenger Hunts www.jerusalemscavengerhunts.com
  4. 4. BATmom the Surprising Superhero <ul><li>http://yourjewishspeech.com/category/batmom/ </li></ul>
  5. 5. Types of business emails <ul><li>Dedicated Email </li></ul><ul><li>Mass email </li></ul>
  6. 6. Case Study <ul><li>Subject: We Are Looking For Offers For Our Database </li></ul>
  7. 7. Email Psychology
  8. 8. Receiver <ul><li>Too much mail </li></ul><ul><li>Too much to do </li></ul><ul><li>Doesn’t want to figure out what you’re trying to say </li></ul><ul><li>Is willing to respond if it’s quick, easy and beneficial </li></ul>
  9. 9. Sender <ul><li>Has an “original, unique, and special” point to make. </li></ul><ul><li>Spends time crafting the perfect email. </li></ul><ul><li>Wants to tell his story </li></ul>
  10. 10. Clashing interests!
  11. 11. The 12 commandments of writing an effective business email
  12. 12. Before you start: <ul><li>Commandment #1 </li></ul><ul><li>Who: Have a Bull’s-eye target market </li></ul>
  13. 13. Before you start: <ul><li>Commandment #2 </li></ul><ul><li>What: Keep in mind Bull’s-eye outcome </li></ul>
  14. 14. Commandment #3: First impressions count <ul><li>Do: </li></ul><ul><li>Personalize your email address </li></ul><ul><li>[email_address] </li></ul><ul><li>Don’t: </li></ul><ul><li>Use spammy phrases like “Once in a lifetime opportunity!” </li></ul><ul><li>Too many !!!!!!!!! </li></ul><ul><li>ALL CAPITAL LETTERS </li></ul>Let’s get started
  15. 15. Commandment #4 Have a call to action Say it! Say it at the beginning Say it at the end
  16. 16. Commandment # 5 State the Benefits <ul><li>To the receiver </li></ul>
  17. 17. Commandment #6 <ul><li>Language </li></ul><ul><li>Technical </li></ul>
  18. 18. Commandment #7 Be personal and personable <ul><li>Personalize email </li></ul><ul><li>Mention their name </li></ul><ul><li>“ Have a great day” </li></ul><ul><li>Sign your own name </li></ul><ul><li>Use your own voice </li></ul><ul><li>Be authentic and approachable </li></ul><ul><li>You want to build up trust and a human image </li></ul>
  19. 19. Commandment #8 Have a signature <ul><li>Proves your professional authenticity </li></ul><ul><li>Makes you easy to be found </li></ul>
  20. 20. YourJewishSpeech.com <ul><li>************************************************** </li></ul><ul><li>“ Sam brought the house down!  Tears, laughter and more… thanks, thanks,thanks!” For more testimonials from our clients please click here http:// www.yourjewishspeech.com /testimonials </li></ul><ul><li>************************************************** </li></ul>
  21. 21. Jerusalem Scavenger Hunts <ul><li>Tali Tarlow </li></ul><ul><li>Web: www.jerusalemscavengerhunts.com </li></ul><ul><li>Mail: [email_address] </li></ul><ul><li>Facebook: https:// www.facebook.com/JerusalemScavengerHunts </li></ul><ul><li>Phone: 972-528-358072 </li></ul>
  22. 22. Commandment #9 Font and formatting matter <ul><li>Standard size </li></ul><ul><li>Standard font </li></ul><ul><li>Make it neat </li></ul><ul><li>Paragraphs </li></ul><ul><li>Bullet points </li></ul><ul><li>Highlight key words </li></ul>
  23. 23. Commandment #10 Add a PS <ul><li>Repeat the call to action </li></ul><ul><li>Engage them – ask a question </li></ul><ul><li>Make a personal comment </li></ul><ul><li>Add your PS after the signature </li></ul>
  24. 24. Commandment #11 Subject line The fate of your email really and truly hangs on this
  25. 25. Subject Line do’s and don’ts <ul><li>Avoid words like free, help, percent off, reminder </li></ul><ul><li>Avoid sounding Spammy </li></ul><ul><li>Engage people </li></ul><ul><li>Appeal to curiosity </li></ul><ul><li>Indicate the content </li></ul>
  26. 26. Subject line Ideas Not to be overused
  27. 27. Subject: The Almighty Question Mark?
  28. 28. Subject Line Jewelry => This Is My Killer Subject Line // This Is My Killer Subject Line >> This Is My Killer Subject Line
  29. 29. Convincing Captions [work great!] This Is My Killer Subject Line [must see] This Is My Killer Subject Line [inside] This Is My Killer Subject Line [time sensitive] This Is My Killer Subject Line [voted best]
  30. 30. Branded Subject Lines [JB] This Is My Killer Subject Line [|> This Is My Killer Subject Line
  31. 31. Commandment #12 <ul><li>Proof read </li></ul><ul><li>Read out loud </li></ul><ul><li>Trim your words </li></ul>
  32. 32. If you’re done all of that you are ready to hit the send button!
  33. 33. Case Study <ul><li>Subject: Opportunity for Free Traffic </li></ul><ul><li>Hi Tina, </li></ul><ul><li>I’m writing on behalf of <web-url>. We make it easy for bloggers to network with one another. </li></ul><ul><li>Our site gets X monthly page views, just having your website listed in our network will expose it to many new readers. </li></ul><ul><li>Here are some websites currently in our community: <list of related and well known websites>. </li></ul><ul><li>Joining takes less than 5 minutes and you’ll love the results: <web-url> </li></ul><ul><li>Let me know if you have any questions. </li></ul><ul><li><name> </li></ul><ul><li><company name> </li></ul><ul><li><site url> </li></ul>
  34. 35. Take home points <ul><li>Who – bulls eye target market </li></ul><ul><li>What – bulls eye outcome </li></ul><ul><li>First impressions count </li></ul><ul><li>Call to action </li></ul><ul><li>State benefits </li></ul><ul><li>Keep it simple </li></ul><ul><li>Be personal and personable </li></ul><ul><li>Your signature </li></ul><ul><li>Font and formatting </li></ul><ul><li>PS </li></ul><ul><li>Subject line </li></ul><ul><li>Proof read, read out loud, trim </li></ul>
  35. 36. Effective communication Is meaningful and clear
  36. 37. PS. Please tell people about the Jerusalem Scavenger Hunts
  37. 38. www.jerusalemscavengerhunts.com
  38. 39. Thank you! <ul><li>Thanks to Debi’z for “Bull’s eye market” concept http://www.debi-z.com/ </li></ul><ul><li>Thanks to PS, length and subject tips from my Twitter friends @IsraelMaven @myparnasa @DebiZSEO @Hadassah_Levy - definitely worth following these ladies! </li></ul><ul><li>Other sources </li></ul><ul><li>http://thinksimplenow.com/productivity/15-tips-for-writing-effective-email/ </li></ul><ul><li>http://unbounce.com/email-marketing/7-proven-ways-to-increase-your-email-open-click-thru-rates/ </li></ul><ul><li>http://www.iyazam.com/ </li></ul>
  39. 41. PS. Please tell people about the Jerusalem Scavenger Hunts