Make your email messages stand out

As your clients’ email inboxes become more cluttered, it is becoming more difficult to ensure that the emails you send will actually get read — and not deleted or overlooked.

“The average person receives at least 100 emails per day,” says Audra Rusinas, digital marketing manager at Marketing and Communications Central in Toronto.

Clients are now prioritizing their emails at a glance. This makes it necessary to have a well-crafted subject line that captures your clients’ attention.

“You must be selective in the words you use,” Rusinas says.

Research conducted by Hubspot Inc. of Cambridge, Mass. found that emails with “you” in the subject line were opened 5% less than those without. Those with “free” were opened 10% more. Those with “quick” were opened 17% less.

Emails with no subject were opened 8% more than those with a subject line. Ultimately, the choice of words in your subject line comes down to the purpose of your email.

After the subject line, the next-most important part of your email is the first sentence of your message, which should have a hook that encourages clients to continue reading. The first line is what most clients see on their smartphones or other devices when they receive an email alert. This sentence should not be generic or boiler-plate, but should address an issue that is personal to the client. For example: “Is generating higher income a priority for you right now?”

The body of the email should then be focused on the specific message you are conveying.

Here are some tips to make your email messages stand out, get read and deliver the results you are looking for:

> Have a compelling subject line
The first part of an email that clients see is the subject line. Keep it short: no more that 50-80 characters, Rusinas says.

Your subject line should be clear and concise and persuade clients to read more. The subject line will be determined by the message you are conveying to a specific audience, she says.

> Stick to one topic
The body of your email should focus on a single idea, Rusinas says, describing a solution, issue or problem. It should be as short as possible; long emails deter clients from reading them.

Your goal is to engage the client in conversation or to elicit a response. So, stick to your objective and don’t go into too much detail or unrelated issues.

> Focus on your target audience
The content of your emails must be targeted to a specific audience. Even the best-crafted email would serve you no purpose if you sent it to clients with whom your message does not resonate. Target people who have the power to make a decision on the message you are conveying.

> Have a call to action
End your email by telling the reader exactly what to do next. In your call to action, Rusinas says, provide clear instructions. For example: “Call for an appointment.”

In some cases, you might ask a question, such as: “Can I follow up with you?” or “Would you be interested in learning more?”