According to The Radicati Group, 281 billion emails were sent and received in 2018. At that scale of information exchange, it becomes difficult to write an email that will stand out from the deluge of announcements, mailers, and spam. Luckily, the 2Meet team has a few handy pointers to help you write emails that will not only be opened, but will actually convey interesting information to your partners.
For starters, it's worthwhile to pin down what your goals are in writing the email. They can generally be divided into 3 main groups.
The "Cold" Email
– Introductory. Familiarizing the recipient with the product and its advantages, as well as the problems it solves. The defining aspect is that you've never seen the recipient before or communicated with them. It is the beginning of a conversation.
The "Warm" Email
– The opposite situation. You already know this partner, and you have something to say to initiate the conversation.
– The name says it all. These emails are for making appointments for meetings or calls at an exact time to talk about the details of potential cooperation and partnership.
Now that we're clear on the terms, let's get to the tips.
1. We'll start with the cold email. This first thing to do when creating a good email is to keep calm and approach things systematically. Consider your audience and their company. Ensure that you know their duties and title. If necessary, find them on LinkedIn.
– Be clear and concise. Remember your goal—getting a meeting at a conference or setting up a Skype call. Don't go overboard with pretty phrasing. You just need to articulate the value of your product, the reader's needs, and the problems you can help them solve.
– Confidence and message. Avoid indirect writing by omitting constructions like "perhaps", or "hopefully". That only hurts your goal of breaking the ice getting into small talk.
– Don't worry if you don't get to talk to the decision-maker on your first try. The more people you have contact with and tell you about the business, the more information you have at your disposal.
2. Warm contact. Suppose everything at a conference went well. You have a few business cards. You should send feedback to everyone you spoke to—just a summary of what you talked about: that will move things forward or at least strengthen your relationship.
– First things first—provide a reason to open your letter in the form of a brief description of your previous meeting with the person. You can start with a phrase like "We talked at…"
– State the context—what your email or message is about.
– Provide a detailed follow-up for your previous meeting. Describe what you talked about and what conclusions you reached.
– Concisely explain the goal of your email. Avoid excessive wordiness. If your goal is to remind them to do something, try to use just a few words to get your point across.
3. Making meetings. This may be the most open topic for an email. This can be done in many ways.
– As in other cases, you have to focus on avoiding excess. Use efficiently worded and specific sentences so that your reader doesn't feel like you're wasting their time. Don't go too far in the other direction either. An email that uses too few words can seem dry or demanding.
– Clearly state the time of your call or meeting. Suggest a location or ask for one in their reply.
– Avoid phrases like "Thanks in advance." A mere "thank you" will suffice.
– Don't hesitate to set timelines for confirming or rescheduling the meeting or to say when you're planning to contact them again.