Four essential components for constructing emails

Nearly 250 billion emails are sent every day – that’s one email every 0.00000035 seconds.

Of course, you don’t need statistics to understand the importance of email to your financial advisory firm’s marketing strategies. But, if you can’t get people to respond to your messages, you’re probably doing something wrong.

Here are some of Goldmine Media’s tips on how to write the perfect email that gets the results you want:


The subject line
Arguably, the most important component of the email – the subject line – is the deciding factor in whether your message is read or deleted. Additionally, using a spam tagline or lots of characters such as ‘£££’ can send it straight to the junk box.

The subject line needs to be truthful and informative and tempt the reader into wanting to know more about the content. Therefore, you should strive to retain an air of mystery while remaining truthful. If your email has nothing to do with the subject line, this will create a bad impression of you in the reader’s mind.

The salutation
The start of your email sets the tone for the main body of text. In the opening words, the reader is making a judgement and deciding whether they will continue to read. Seeming too formal, impersonal or unprofessional can cast a negative impression. If you know the person’s name, address him or her personally. If not, use ‘Hi’ rather than ‘To whom it may concern’. The latter is stuffy and formal. In business, you need to build relationships, so sounding friendly but professional is always a good approach.

The main text
Long, waffling emails are a massive turn off to anyone. Even if the recipient opens your email, a page-long essay will probably inspire him or her to close out of it. No one has the time, or the interest, to read your life story. Keep your messages as short and concise as possible and deliver information in a digestible way. Your purpose for writing needs to be clear and presented in a way that will appeal and relate to the recipient.

The ending
Assuming the recipient sticks with your email to the end, the way you sign off is as important as the way you start. End your email by making clear what you would like the reader to do, but don’t do it in a commanding way. Phrases such as ‘I look forward to hearing from you’ or ‘Please let me know your thoughts’ invite a response and make it clear you would like to hear from them. But they are also casual enough to not sound threatening. Sign off with ‘Many thanks’ or ‘Kind regards’ or something similar, along with your name (including your first name). Rapport building isn’t achieved with Mr or Ms.

Additionally, when relevant, include your professional Twitter, Facebook, LinkedIn and/or Google+ accounts with your signature, especially when approaching someone who doesn’t know you. This way, the person can have a better look at what you do, reinforcing your professionalism in his or her eyes.

Andrew Taylor, Chief Executive Officer, Goldmine Media

Join now and receive Goldmine Media’s FREE email newsletter.

Sign up to Goldmine Media’s emails and receive FREE marketing guides, special offers and promotions.

Subscribers will receive our regular Goldmine Media email newsletter crammed with ideas to help you improve client communication, raise brand awareness, improve marketing efficiency, enhance client retention and increase sales.

Call us 0845 686 0055 | Send us an email info@goldminemedia.co.uk