1. Masters of Marketing How to Write an Effective Email

2. What is an Email?An email comes down to a request for someones time 3. Assumptions and GoalsWe can assume that your recipient Our goals...receives many emails a dayWe can assume you need somethingConstruct an email that willfrom your recipient and plan to actually be readpitch it via emailBe clear, concise and easilyWe can assume you do not know understoodthe recipient outside of a businesssetting or they are a potential To not take up too much of yourclientreaders time 4. The Recipients Point of ViewYour reader, most likely, gets a lot of emailRecipients are immune to overly complimentary emailsThey are asked often in emails the same generic set of questions and favorswithout a real reason behind the requestThey do not have infinite amounts of free timeYour reader will be weary of spam and quick to delete emails if theyreuninterested in the subject line 5. The Typical SendersPoint of ViewThe typical sender will spend a long time crafting the perfect (-ly long) emailBelieve that the request is original, unique and specialCannot imagine why anyone would turn them downHas a strong desire to tell the whole story, from every possible angle, so that thereader can understand their point viewBelieves they are the only one soliciting a favor or sale from them today 6. Recipient Habits of NoteTend to answer, or be drawn to, emails that take little thought or effortPush aside or delete emails that seem too long or take up too much timeBecome guarded when reading an overly sales-y emailWork through inbox from a stance of Whats the point? 7. 4 Types of Emails Self Fulfilling Email Inquiries Open Ended Dialog Action Emails 8. Tips for an Effective EmailDetermine Your Desired OutcomeBe Personal and PersonableQuickly Answer Whats the Point Be Easy to be FoundState Benefits ClearlyUse Simple EnglishK.I.S.S Font and Formatting MatterSave the Whole Story; Just Stick to Minimize Questionsthe FactsRead. Trim. Repeat.Pretend Youre Face to FaceAvoid Excessive Compliments 9. The Subject LineYou should spend 40% of your time writingyour email and 60% of your time writing yoursubject line. 10. Identify YourselfPut your agency name before the text so people caneasily see who its from.ABC Agency: Your Online Quote is Attached 11. Be Brief and To The Point50 Characters maximum, try to stay closer to 35. 12. Steer Clear of Spammer Techniques Using ALL CAPS Hard Sell !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Too good to be true 13. Words that KillWords to Use: Words that Kill:ApplyConfirmOpportunityJoinDemo AssistanceConnectSpeakerPaymentsPressConference SocialCancellation Invite 14. Practice Makes Perfect Analyze Metrics Test Measure Results Test Again 15. In ConclusionJennifer Fitzsimmons jfitzsimmons@getitc.com www.GetITC.com