Emailing customers or prospects? Here’s some handy tips

Typically when we email our family, friends or colleagues we keep it simple: type up a few lines, maybe include a link and hit ‘send.’ We don’t use formulated templates, embedded pictures or sign off with an elaborate signature.

These sorts of emails get read, mainly because we know the sender, but also because the subject line suggests that it could be valuable.

So why don’t all businesses use this simple approach? Well those that do are ahead of the game - so the next time you plan to email your customers or prospects, consider using the following tips. You could also benefit from reviewing the insight you’ll find in the email section of Marketing Elevator on Broker Mentor.

Six quick tips
 

1.      Keep your subject line short, simple and relevant

Don’t overthink this. Say what you have to say, use plain language and be genuine. For example, if your goal is to cross-sell to clients who might soon have a teenage driver in the family, you can use something like, “Here’s the best insurance for a new driver.”

2.      Start with a greeting, and then make the message as valuable as possible

Spend time making sure that the details within your email list are up to date. Then make your message as relevant and personal as possible. Clients can usually tell when they receive something that’s already been sent to many other people! Write in a way that the focus is on ‘you’ the reader (not you, the writer).

3.      Skip the graphics and avoid embedded images

A pre-designed email template can scream “sales” so instead create a simple note, ideally with a single-minded, benefit-led subject line that feels like you wrote to them individually.

4.      Try to make sure that whatever you’re sending is accessible to all

For guidance on this, please see our email accessibility checklist.

5.      Keep your message brief and to the point

Concise emails get better response rates. Your email should ideally contain between 50 and 200 words, and make sure that every word and every sentence is valuable to the reader. People are busy, and if you lose their attention they’ll click away, never to return.

6.      Sign off with a call to action

Always end your email with a call to action as your recipients need to know what to do next. Should they call you or click reply? If you don’t need a response, simply sign off with best wishes.

And if your customer is used to dealing with a particular individual in the office, consider signing off with that person’s name.

What does an effective customer email look like? Here’s an example. Or take a look at the Campaign in a Box email templates available on Broker Create, for both Underinsurance and Cyber.
 

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