I am working on business writing skills with a team that writes emails to sell their company's product. Here are the 12 essentials for sales emails I created for them. Would you add any essentials to this list?
- Grab the client in the subject line and opening sentence. Create a reason to open the email and read it.
- Focus on just one purpose in each message. Don't make the client (or you as the writer) go in different directions.
- Focus on you--not on I, we, or your company. Clients focus on themselves--so should you.
- Describe benefits to your client--not features or deliverables. Excite your client with possibilities.
- Write to this client--not any client or clients. Use his or her name, and be specific in your offer.
- Provide value in each sales communication--don't just check in or follow up.
- Ask for action. Give the client a clear step to take. If there is nothing to do, your client will delete and forget the message.
- Show the benefits of taking action. What's in it for the client to renew, buy now, or schedule a meeting with you?
- Communicate positively. For example, don't change the client's program--upgrade or enhance it.
- Be concise. Use short, powerful sentences that don't string readers along.
- Format for easy access to content. Help your clients find information fast.
- Be professional. Follow the rules of business writing.
The list is concise and focused on getting results--just like effective sales emails.