Writing emails is an art! 5 tips that’ll increase your reply rates & avoid spam

We’re bombarded with emails,

and yet it remains as the most effective tool to connect with people. At ScaleRep, we’ve studied the methodology of sending effective emails?—?not only is email very effective in reaching thousands of people a day, but it gives us data to determine next steps in connecting with clients.

In essence, the key is to write brief and concise emails that provide value. Here are 5 quick tips to help you towards the path of great email writing!

1. Value is everything

Community is the new brand. And people join communities because it brings them value! 2 questions to ask yourself as you write your emails:

· Does every sentence contribute a point? Reduce clutter to prevent the value you bring from being diluted or even worst, completely missed.

· What information can you provide to the person you are reaching out that they would find interesting? What are their competitors doing, or what are general trends may they not know about? What are some examples or case studies of your work?

2. Send plain-text emails over html/css emails

We’ve noticed that companies use html/css templates in their email marketing and sales campaigns. There’s a great deal of information about this on the web (great example here), but in short, html emails had up to a 37% decrease in open rates.

In most cases, html/css templated emails can easily be converted to plain text emails. We always advise to do so, and to include some level of personalization to your messages, even if it’s simply the person’s name. (‘Hi {FirstName},”).

3. Short, relevant subject lines

You need a hook! Without an intriguing subject line, there is a very low chance that anyone will give your email the time of day. According to ContactMonkey, subject lines with more than 2 words were opened 15% less. Additionally, Email Institute has found subject lines that evoke a sense of urgency and exclusivity get up to 22% higher open rates.

Here’s a fun exercise: go to your SPAM folder in your personal email?—?see what those subject lines look like? Now go to your inbox. What’s the difference? In general, subject lines are shorter in your inbox and are spot-on with the value that they deliver to you. Mimic those subject lines! Avoid emojis, questions, and offers/selling phrasing in your subject line.

4. Micro-Target

The marketing world tends to throw thousands of contacts into a list and send those folks the same email. ScaleRep has seen all of its success from precisely not doing that!

Instead, we preach what we call ‘micro-targeting.’
Look, there’s little chance that everyone in a list of 2,000 emails has the same needs and background; it’s likely that within such a list there are 3–10 subgroups where the value your services provide are nuanced. ScaleRep aims to create campaigns with no more than 300 people?—?this allows us to cater messaging specifically to those 300 folks. This yields a significant difference in open rates and reply rates.

For instance, we don’t create a campaign with 3,000 lawyers across the United States. Instead, we’ll create 10 campaigns of 300 lawyers, each of which is in the same jurisdiction and in the same field of law. That way, our message can be more catered for the litigators in San Francisco vs. the family lawyers in San Antonio.

5. Don’t continually pester

No one enjoys being pestered?—?that’s when users hit the spam button. ScaleRep believes in balance and have found it is very effective to follow up with our prospects, but to not pester them.

· Limit email sequences to 3–4 touch points over 9–14 days. If they don’t respond, simply reach out to them next quarter.

· Use other mediums to reach out to folks if they signal any interest. Use LinkedIn, leave voicemails, target them on social media, or follow up with a phone call! It’s more effective to send someone 4 emails and reach them on LinkedIn afterwards if they’ve opened the email than it is to send them a 5th email.

Questions? Comments? Would love to hear your thoughts!