Breaking through: How to get your e-mails read (Green Marketing)
E-mail fatigue has set in.
Is your own inbox full of a daunting number of unread and unanswered e-mails?
Odds are, your current and prospective customers’ inboxes are likely very much the same.
Many of us receive hundreds of e-mails a day and it is all too easy to ignore them when other social media, texts, or real-world demands pop up to grab our attention away.
So how can your e-mail stand out, get read, and get answered?
Write a great subject line.
Your subject line should be specific and full thoughts.
Short is good, but this is not a text.
If you have room, ask a question as well.
Instead of “Green Apples Ripe Now” say “Our Green Apples are Ready to Harvest — Are You Ready to Make Some Delicious Pies?.”
Send the e-mail from a company account.
Use your business name in the e-mail address so they know who it is from. If you don’t have one, sign up for a free account on Gmail.
Instead of JoeSchmo456@aol.com, send from GreenAppleFarm@gmail.com.
Remind them where you met or how they know you.
If you collected e-mails from customers who visited your pick-your-own farm during the last season, start off by saying, “We enjoyed your visit to our farm last year and wanted you to know what is coming up in the harvest season. …”
Similarly, if you met someone at a conference or are being referred by a colleague, say so upfront so they don’t have to wrack their brains recalling who you are.
Keep it short. Stick to three to five sentences total.
Put a blank line between each sentence/thought. Make your e-mail easy-to-read and skimmable.
If you need to go into more detail or address different subjects, break those up into separate e-mails on each topic when following-up.
Don’t send them back-to-back, space out the e-mails by a day or so to not overwhelm your recipient.
Reduce the CC and BCC.
Make sure that everyone you copy on an e-mail really needs to be part of it.
All of us have been part of e-mail threads and groups that have nothing to do with us and how frustrating that is — don’t be part of the problem.
Include a “call to action.”
Don’t be coy. State in your closer what action you want the e-mail readers to take.
Do you want them to visit your location? Place an order?
Set an appointment up. Say that. Then tell them how by providing a link, directions, or time options.
Make it as easy as possible for your e-mail reader to respond and they will.
Include a robust signature block.
Your e-mail program should have a signature box option that you can have auto-fill in all your contact information and social media links at the bottom of each e-mail that you send. (I use https://mysignature.io to generate a nice signature block with my social media avatar image in it as well.)
This gives your recipients many options of how to reply to you and it also acts as a further marketing device for your business.
Even if your e-mail doesn’t get an immediate answer, providing them the needed details in a clear, concise manner may move your message up to the top of their priority response list and will brand you as someone worthy of a reply.
(Editor’s note: Kathy Jentz is the editor/publisher of Washington Gardener Magazine, the publication for Mid-Atlantic home gardeners. She is the former brand ambassador for Meadows Farms Nurseries and the social media guru for various nonprofit organizations, including DCGardens.com. She can be reached at KathyJentz@gmail.com or 301-588-6894.)
1-800-634-5021 410-822-3965 Fax- 410-822-5068
P.O. Box 2026 Easton, MD 21601-8925