Many times a day over here we write emails to people we don’t know asking them to do something that they don’t owe us. It’s a big part of CIMIT's general business practice and how we operate collaboratively. In this effect we have two goals: 1.) Get people to read the email 2.) Get people to act on the email.
I’m sure we’ve all sent emails before hoping for responses and we face that disappointment when no replies come. It is of course different when the person/people work for us, or with us, but what if they have little or no responsibility to us?
So here are a few simple guidelines to keep in mind while writing emails to people you might not know, who might not care much about your efforts and who might feel wonderfully anonymous in a large group of recipients.
1.) The body of the email must be less than 10 lines long
2.) It must be fully and easily readable on a blackberry or handheld (Meaning, text only)
3.) Include a link if appropriate, but only one and make sure it is valuable and easy to navigate
4.) Be honest! I can’t stress this enough. You are not marketing to anyone in an email like this even if you are marketing to them. So don’t speak in that manipulative business marketing speak we all do. Surprise people with your human, friendly voice. Think, how would you write to a friend?
5.) The first line of your email is the most important. People should read the first line and know exactly what the next 9 lines will tell them. Don’t make reading the email a mystery they are trying to unfold as to why they are reading it. The first line of your email should encapsulate the spirit a of the entire email
6.) Next you need to tell them exactly, in very honest terms, what you are asking of them
7.) Follow that immediately by telling them why you are asking this of them. State specifically what value it gives you that they help you. Be honest here as this is where most people start to feel guilty and fall into marketing speak as a way of hiding. People will respond if you are honest here
8.) Use a line or two to describe the details, but don’t keep going. Keep it as short as possible
9.) Finally, let them know what you will do with the action they take for you. Remind them what effect this will have
Finally, two important things to remember:
Don’t be afraid to commit MILD errors in spelling or small typos on purpose. Seriously, it’s fine when appropriate and used correctly. It makes things a little more unique when going out to many people, and it also means the marketing department doesn't have their claws into it (even if they do). It makes us human.
Lastly, combine as many of the steps above as possible. If you can write one line that does three of the major points, do it.
Here is a pretty good, not perfect, but solid example of what I'm talking about. It's something to get you started realistically because the more you do this the better you will get and the more you will hate your inbox. I lifted this from a friend and I have edited it slightly.
-----Original Message-----
From: XXXXX XXXXXXX
To: (Mass mailing list)
Subject: Presidential Leadership Competencies - Input Needed
As a Learning/Training professional, we need your perspectives and input on Leadership Competencies for the Next President of the United States http://www.masieweb.com/presidential
Next Monday, I will be attending a forum at the Center for Public
Leadership at the Harvard Kennedy School with a small group of business, political, educational and civic leaders. It will be a focused discussion on the Leadership
Competencies that will be essential for the next President of the United
States.
Your input is extremely valuable to me. As a learning colleague,
would you please take 3 minutes to complete this anonymous survey:
http://www.masieweb.com/presidential
We will then publish a summary of the results, survey and the
discussion for you.
Best,
XXXXXXX
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