After writing the opening it’s time to move on to the rest of the message. Here’s another important fact: most people do not read emails (especially sales emails) thoroughly. They just skim it and decide if your offer is worthwhile when something catches their attention. So remember:
- Keep it as short as possible – most people check their e-mail on mobile devices and do not bother even skim long emails. Your first contact should be about getting their attention.
- Paragraphs – they make the message clear and easy to read. They also help you keep it organized.
- Put keywords in bold, italics or underline them – that will draw their attention to the most important stuff. However, if you overuse it, the message will look sloppy and unclear, so follow the rule of highlighting the three most important pieces of information.
- Use bullet points or lists – same thing as above. List the three most important benefits or features.
- Use short, simple sentences – three simple sentences are easier to tackle than one, long, elaborate message; especially for non-pros in your domain.
- Try to keep it casual – try to make it sound like you’re sending a message to your friend or colleague.
- Use positive language – avoid using negative terms, as they are counterproductive. Show the benefits your product can bring and create a positive image of your company or product.
- Dumb it down – use as much simple vocabulary as you can. Anything written in "The Queen’s English" seems canned. Also, avoid colloquial vocabulary.
Another part is an inherent pitch. You want to sell, so you need to show how special your offer is.
- Sell value – remember to always put emphasis on "you" and "your" rather than "I", "me", and "our".
- Keep it casual – just like the rest of the message.
- BENEFITS, not features – emails should serve the customer not the product. So show the results you’ll deliver, not the advantages of the product.
- Do not show all your cards in one message – it will not be as clear as pointing out the most important part (like the one that answers the problems you described in the opening sentence), and you will not have anything new to add in the following messages.
- They bring in some numbers – they stand out in plain text, draw attention and give solid information about your product.
- Give social proof – show how you helped other companies, preferably similar to your prospect’s. Talk about problems solved.
