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SKILL


Seven Rules for Strategic Email CHERRYL PRESSLEY


Email is a fact of life – especially in today’s digi- tally dominant work environment. The number of emails we send and receive daily tends to make our approach robotic. If it’s been a while since you’ve taken a step back and really looked at your email through the recipient’s eyes, it’s time to brush up your skills.


Here are seven strategies to make email an effective engagement tool.


1. READ IT OUT LOUD...THEN DO IT AGAIN


Sometimes the simplest solutions solve the biggest problems. Noth- ing kills a first impression more than failing at the basics: spelling errors,


missing words, and other grammar issues. These mistakes scream a lack of attention to detail or a general lack of concern. We get it: There is more work to be done now, with fewer people to help. However, don’t be tempted to rush. Take the time to read your emails out loud to yourself and spot those obvi-


8 | SEPTEMBER/OCTOBER 2020 SELLING POWER © 2020 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


ous mistakes. If needed, programs like Grammarly work wonders by revealing errors a normal automated spell checker would miss.


2. BE HUMAN Templates are great, but they’re predictable and transparent. It’s more important than ever to show that you understand your prospect’s chal- lenges, so get personal! It takes time to research your recipients and un- derstand their world. Personalization can no longer be faked. Taking the time to customize your email includes using their industry lingo, understand- ing their company’s position in the market, and aligning yourself with their needs – increasing engagement and trust.


3. DON’T BE SNEAKY Doing anything to trick your reader will quickly lead to failure. Subject lines like “Re: next steps” might in- crease open rates by tricking recipi-


ENY SETIYOWATI / SHUTTERSTOCK.COM


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