Inder
– Abhi
Marketing
Communications (emails)
So
far, I have drafted a few of these emails for sending to:
- Jobseekers
- Placement
Agencies
- Corporates
But
soon, you would need to draft these yourselves.
Whether
it is a mass-mailing campaign or you are addressing your communication to just
one person, following principles apply:
►
Subject line / Title / Heading
- This
must be intriguing enough to arouse the curiosity of the receiver to read
the first para OR
- It
may contain a hint of how the receiver would stand to benefit/gain if he
were to read this email (“What is in it for me?”)
Page
2
►
First Para
- Straightaway
come to the point: How does your proposal benefit the reader? (“What is in
it for me?”)
- If
you cannot convince him in the first para, he is not going to read any
further. So first para holds the key!
- Remember
he receives hundreds of emails everyday — most of these “junk”. So unless
your email stands apart, it is going to be deleted without being read!
►
Body
- Short
sentences & short paras are a must. Human mind can absorb only so much
at a time. Between sentences receiver gets time to absorb the meaning.
- Repeat
his benefit.
►
Endings
- Last
line/para must clearly tell him what we want him to do when he finishes
reading this email!
No
Communication is —
►
Complete
—
unless reader is absolutely clear as to what is expected of him / what the
sender wants him to do.
►
Successful
—
unless reader actually “does” what sender wants him to.
To
be “successful” an email must arouse in the mind of the receiver some strong
emotion / strong feeling.
It
is only this emotion / feeling which will motivate him / compel him to actually
“do” what you want him to do.
In
enclosed chart, I have tried to list the emotions that we expect to arouse thru
our various email circulars.
What
about emotions of Envy / Jealousy / Power / Anger / Sympathy / Pity / Love,
etc.
How can you distribute these into our email circulars? — to which group?
(signature)
07-07-03
