Regardless of your role and rank within an organization, garnering
the attention of busy people can be extremely challenging, especially
via email. Here are six steps to increasing the likelihood that an
email recipient will not only open your email, but read your entire
message and respond.
Start with a simple subject line. A
strong, simple subject line that instills curiosity or provides value
has a higher probability of being read than an overwhelmingly long
subject. For example, a sales rep trying to gain a
prospect's attention will have better success using a subject line such
as, 'New Tool Enables Manufacturers to Increase Productivity by 8%,' vs.
'Your Availability to Discuss the Implementation of a New Tool that May
Result in an 8% increase in Productivity." The latter contains a
commitment which may delay the recipient's response and information
better left for the body of the message. The former subject line is simple and piques the recipient's interest.
Open with relevance. To demonstrate why it is important for the email recipient to connect with you, start with the value proposition. For
example, if you are working on marketing and communications materials
for your organization and need a testimonial from a very busy buyer,
consider why she may be motivated to give you one.
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