Email is a great method of communicating with potential and current clients. You can convey new information, answer questions, or try to solicit interest in a product or service.
But after crafting that email, there’s nothing worse than sending out that email only to hear nothing. It’s almost worse than making a phone call and leaving a message; at least then you get to hear a voice on the phone.
But when it comes to email, it may not be just the first one that’s important. Sending that second one is easily just as urgent—and to do that, you need to understand as much as you can about what guides best email practices.
Let’s start with the subject line—it’s a natural place to invest some learning, and a natural place to invest some time, too. That’s because your email’s subject line is the very first thing that someone sees, and often the determinant of whether or not they even open your email. A compelling, intriguing subject line can be the difference between success and failure of all your email efforts.
It’s also helpful, in this day and age of email clutter, to remind people that you are sending them an email because they asked to get an email—they opted in and want to get the email. It’s not a piece of junk.
You also don’t want to linger on and on in an email; send it, be direct, and enable them to instantly see what you’re trying to convey (or what action you want them to take). You can even take the email as a time to tell them—life is busy and they have enough email to get through.
What else do you want to do in your second email to convert your customers? This graphic explains it.
Fan Bi is the Founder and CEO of Blank Label , a custom men’s clothing brand with locations in Boston, Washington, D.C. and Chicago.