Building strong relationships with your clients starts with writing e-mails that show you value their time. Following some simple e-mail etiquette guidelines in every e-mail you write helps ensure that clients actually open and read your important messages.
Your clients receive a lot of e-mails, and its easy for them to overlook yours. Use a subject line that grabs their attention and gets straight to the point. You may you want to try Our upcoming call or Your most recent order, phrases that let your client know exactly why youre e-mailing before they even click open. Avoid vague or clickbait subject lines that dont offer any real information, such as Youll never believe this deal or We were thinking
Call for Action
Let your clients know that you need them to act, whether thats by responding to the e-mail, giving you a call, or placing an order on your website. Use call-to-action language to convince clients to act immediately. This is especially important for sales e-mails, when youre advertising a sale or offering a solution.
Its very easy for your clients to make a mental note about your e-mail and then click away from it, never to return. Let clients know that you need them to make that call now, not tomorrow. The more you emphasize urgency, the greater the improvement in your response rate.
Clients choose small businesses because they value a personal connection. Show that you value that connection by using personal language choices, such as yours or ours. You can see how We shipped your order today sounds more personal than Order #200654 shipped today.
Dont use more words than you have to. Show clients that you value their time by avoiding unnecessary information. It should take your client just seconds to assess the important information in each e-mail and move on to your action items. Each e-mail should serve only one purpose, so avoid sending clients a long note with multiple bullet points covering next weeks meeting, last weeks purchase order, and next months billing information. This has the added benefit of keeping each topic confined to its own e-mail thread for easy reference if your client needs refreshing about details at a later date.
Despite your best efforts, sometimes your e-mails still dont garner a response on the first try. That’s the time to be persistent, but polite: follow up with customers who dont respond to your first e-mail within a few days. Your follow-up e-mails should look much the same as your first e-mail, but with increasing urgency the longer it has been without a response or an action. If theres a time limit on a response, add that to the subject line (e.g. Sale ends in 12 hours or Wed love to hear from you by tomorrow.) If the first e-mail pitch falls through, often the second or third is the charm.