How Do You Write Emails that Are Sure to Be Opened?

2018-03-09 by Ronn Torossian

How Do You Write Emails that Are Sure to Be Opened?

Email is still one of the most popular marketing mediums in the world today. It’s personal, easy to use, and it takes very little time for even the most chaotic of businesses to set up an effective email marketing campaign. Indeed, many people believe that email remains to be the most effective way to get in touch with someone in your community.

However, just like any marketing strategy, your email campaign will require some careful thought and planning if you want people to read the messages you send. While your friends might be happy to receive an email from you, your prospects will often overlook your correspondence unless you give them a valid reason to take notice.

Writing an Effective Subject Line

The subject line is the thing that convinces your customer to open your email or send it straight to their junk folder. With that in mind it’s important to ensure that you know how to compose a subject line that tells your client why they should be opening your mail. Remember, the more influential a person is, the more email they’re going to get. This means that you could be fighting for attention with dozens of other emails.

While there’s no one-size-fits-all solution for the perfect subject line, there are a few best practices you can keep in mind when writing to improve your chances of success. For instance, make sure that you always put the value of the email in the subject line. Show your customers what’s in it for them from the get-go, and you’ll see better results.

At the same time, make sure that you avoid messages that have vague or ineffective subject lines. For instance, don’t tell someone that your email is urgent unless it is, and don’t beg for attention by saying “Please read this”. Avoid one-word subject lines too, as this can make your company seem like legitimate.

Be Clear and Courteous

Ultimately, from the moment someone sees your email in their inbox, they should understand why they should open your message. Make the purpose of your email clear, and make sure that your clients know why the message relates to them. Remember, they can’t see your tone of voice or body language to see whether you’re kidding or not, so don’t be sarcastic or too comedic.

Jokes don’t generally relate well into text. While it’s good to be informal in your messages, you still need to showcase your professional nature, so make sure that you’re courteous and sophisticated in the content you send. A good rule of thumb is that you should never use words or phrases that you wouldn’t use with your boss. If you’re worried that something might not come across the right way, keep it out of your email.

Once your customers do open your email, make sure that they know what to do. Present them with a clear call to action that informs them of how they can get the value that you’ve promised. Additionally, keep the content within short, simple, and straight to the point.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian and Kristaps Porzingis

Ronn Torossian, CEO of 5WPR, with Kristaps Porzingis.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities