8 Tips for Writing an Email People Will Actually Read

Think about how many emails you get in a day. What is it about a message that makes you open it and skim the content? Every person has a different set of priorities and preferences, but there are some general best practices you can learn from sales and marketing professionals that will increase the likelihood of your email getting read.

In many cases, when you write an email, you are asking the recipient to take some sort of action: look at your qualifications for a job, help with a project, meet a pending deadline or consider a new idea. In these instances, you are “selling” your email recipient on the benefits of taking the action. Here are eight tips to help ensure your email actually gets a response.

1. Include a smart subject line. Every email must have a subject line, but what do you say to capture the reader’s attention? In an Inc. article about how to write a convincing email, Geoffrey James emphasizes the importance of the subject line, writing: “Ideally, a subject line should accomplish two important tasks: 1) interest the recipient enough so that the e-mail gets opened and read, and 2) imply the conclusion that you want to the recipient to accept.” One way of doing this, according to James, is to summarize the benefit of the request.

2. Remember that shorter is better. More than half of all emails are read first on a mobile phone or tablet, according to numerous recent studies. As you know, reading long paragraphs on your mobile device requires concentration – something people using a mobile generally don’t have. Keep your message short, and use concise bullet points to emphasize key points rather than long paragraphs. This tip works for those reading emails from the desktop, too!

3. Read between the lines. If your message is too short, the recipient may search for the real meaning or hidden agenda in your message by reading between the lines. In other words, ensure your message contains the answers to who, what, where, when, why and how.

4. Clearly state the requested action. When you want the recipient of your email to take action on something, make sure it is clear and easy. If the action is time-sensitive, be sure to include the date and time by which you need a response or action. However, do not use arbitrary dates or create a false sense of urgency. And don’t make demands the recipient may not be capable of. This is especially true for job seekers who insist on a response from human resources when applying for a job.

5. Use cold, hard facts. Whenever possible, use data to support your point. If there is a study or testimonial that backs up your case, include it. By including this data, you prove you have investigated the subject and give credibility to your request. Additionally, use caution with adjectives that show personal bias or favoritism, such as "amazing," "incredible," "terrific" or "disappointing." If you must use an adjective, back it up with facts.

6. Be personal, but not too casual. Emails can fall into one of two categories, sterile and void of personality or overly personal. One secret to finding the right balance comes from an article by Henneke Duistermaat, on Copyblogger. Duistermaat, a copywriter and marketer suggests: “Write fast. Because that’s how your enthusiasm and personality come through.” But don’t stop there. Edit and refine your email to ensure its tone and formality is appropriate for the recipient. This is where email etiquette comes into play. Address someone you don’t know by their full name. Use good grammar, spelling and punctuation. And one final reminder: Don’t use text-speak or abbreviations.

7. Use words people understand. Showing off your expansive vocabulary in an email may not generate the response you're seeking. Use words people are familiar with and would use in regular conversation. It will make your message easier to digest and won’t sound pretentious.

8. Take advantage of the power of a P.S. Back in the days when letters arrived in the mail, the postscript or "P.S." at the end of the letter was used by marketers as an attention-grabber. This may be true in emails too, as you tend to remember the last thing you read. The P.S. could be a reminder of the deadline, the action you would like the recipient to take or a one-sentence summary of the benefits to taking action.

Source: http://goo.gl/1SHPIr