Writing Persuasive Emails
Writing persuasive emails is an art. What do you say to your customers? In your email, you can get Top ROI by saying things in the right way. You can use language correctly to ensure that people hear certain things that you want them to notice, but fail to see the negative things that you want them to ignore.

Try this:
Open your email program and pull up the last 20 emails that you sent. Unless you already have some understanding of this sort of thing, you probably have a mixture of the following sorts of closures:

None of this is uncommon, so don't feel dejected if you use one of these or even mix them up. Stick with one greeting and one farewell.

Here at Myo International, we use "Good Morning / Afternoon [Name]" and close with "All the best". This is because we want to time-frame when we sent the email. (We always put the greeting in the time-frame of the recipient if they are in another time-zone by the way). The justification of the farewell is that we always deliver "All the best" information we possibly can. this leads to great customer feeling and loyalty, consistancy throughout our brand and saves time for our staff, because they can add the greeting and farewell to their automated signatures.

Develop a template for your emails.
There is no way you can be consistant within your company unless you have an email strategy. All members of your company need guidelines on how to communicate with your clients. This is not to be prescriptive or script the responses, but merely to provide guidelines for your staff to follow so that they can handle things consistantly.

How many times do you respond to complaints immediately via email and potentially regret sending it in the heat of the moment? Is this the right way to do it?

Perhaps you need to calm down and think about what to say first?

The way we would handle complaints, is to write a response immediately (because the complainant needs a rapid reply) but then send it to another member of staff to mediate. We act as optimisation agents for the transaction and therefore make the whole process less emotionally charged. This leads to a much better rounded and more company -focussed response. It also allows for you to demonstrate that the whole company has the same idea and same approach to dealing with clients / complaints.

What if you are a one-man-band?
Then send it to yourself and imagine that you are the client getting this email back. You may need to get up and walk around for a while to reduce any stress you may be feeling due to what you might consider a personal attack. Now in the customer-focussed mindset, re-write the email to remove anything that you (as a customer) might find offensive. This may prove difficult to begin with, but stay with it and it becomes easier the more you do it.

Transactional Emails
If you have an e-commerce site or sell something online, you might want to consider altering your transactional emails too.

Transactional emails are emails which are sent to your customer/s after they buy something from you. Consider it a digital receipt. The open-rates on transactional emails are around 90-95%. Therefore they are the perfect medium to advertise something else!

Many wise marketers are now analysing what their customers buy and sending a transactional email to their client which is customised to advertise complimentary products / services. For example, if you sold shoes, you might offer socks in a transactional email. If you sold Salt, you might want to offer Pepper. If you sold car insurance, you might want to offer an air-freshener or half-price oil change.

Transactional emails are fantastic ways of getting people back to your site and buying more products from you.

Email Marketing
Writing persuasive emails comes no better than writing a really good, persuasive email for marketing. While you need to recognise that email marketing is an excellent way of selling (provided that you do it correctly), email marketing is not the only way of marketing via email...

Any email that you send can be email marketing, provided that it is tackled in the right way. For more information on email marketing, view our article on effective email marketing.

Being On-Brand
It is essential that anything you send out needs to be on-brand. Without a coherant brand image, you will fall at the first hurdle.

For more information on writing persuasive emails or for specific advice regarding your business, please contact Myo International, now.

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