Masters of Marketing: How to Write an Effective Email Presentation slides from the April 5th Masters of Marketing webinar from Insurance Technologies Corporation on How to Write an Effective Email, www.GetITC.com.

1. Masters of Marketing
How to Write an Effective Email

2. What is an Email?
An email comes down to a request for someone's time

3. Assumptions and Goals
We can assume that your recipient Our goals...
receives many emails a day
We can assume you need something Construct an email that will
from your recipient and plan to actually be read
pitch it via email
Be clear, concise and easily
We can assume you do not know understood
the recipient outside of a business
setting or they are a potential To not take up too much of your
client reader's time

4. The Recipient's Point of View

Your reader, most likely, gets a lot of email

Recipients are immune to overly complimentary emails

They are asked often in emails the same generic set of questions and favors
without a real reason behind the request

They do not have infinite amounts of free time

Your reader will be weary of spam and quick to delete emails if they're
uninterested in the subject line

5. The Typical Sender's
Point of View

The typical sender will spend a long time crafting the perfect (-ly long) email

Believe that the request is original, unique and special

Cannot imagine why anyone would turn them down

Has a strong desire to tell the whole story, from every possible angle, so that the
reader can understand their point view

Believes they are the only one soliciting a favor or sale from them today

6. Recipient Habits of Note

Tend to answer, or be drawn to, emails that take little thought or effort

Push aside or delete emails that seem too long or take up too much time

Become guarded when reading an overly sales-y email

Work through inbox from a stance of “What's the point?”

7. 4 Types of Emails

Self Fulfilling Email

Inquiries

Open – Ended Dialog

Action Emails

8. Tips for an Effective Email

Determine Your Desired Outcome 
Be Personal and Personable

Quickly Answer “What's the Point” 
Be Easy to be Found

State Benefits Clearly 
Use Simple English

K.I.S.S 
Font and Formatting Matter

Save the Whole Story; Just Stick to 
Minimize Questions
the Facts

Read. Trim. Repeat.

Pretend You're Face to Face

Avoid Excessive Compliments

9. The Subject Line
You should spend 40% of your time writing
your email and 60% of your time writing your
subject line.

10. Identify Yourself
Put your agency name before the text so people can
easily see who it's from.
ABC Agency: Your Online Quote is Attached

11. Be Brief and To The Point
50 Characters maximum, try to stay closer to 35.

12. Steer Clear of Spammer Techniques
Using ALL CAPS
Hard Sell
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Too good to be true

13. Words that Kill
Words to Use: Words that Kill:
Apply Confirm
Opportunity Join
Demo Assistance
Connect Speaker
Payments Press
Conference Social
Cancellation Invite

14. Practice Makes Perfect
Analyze Metrics
Test
Measure Results
Test Again

15. In Conclusion
Jennifer Fitzsimmons jfitzsimmons@getitc.com www.GetITC.com