Email Writing Series: 3 Tips to Writing Great Emails PART 1: How to Increase The Open Rate & Have Your Email Read & Responded To

photo: what is management

People write emails in a variety of ways and at various times and days of the week. In the hospitality and special events industry, the demands are especially unique, as most of us keep unconventional work hours, trying to respond and keep pace to clientele and a world who remain mostly conventional (Monday-Friday, 8-5 work days & hours).  Being practical and working smart is more important than ever for good customer relations, but also to ensure the accurate flow of communication so essential to flawless events and guest experiences.  

Here are our top findings of how to get folks to open emails and read them: 


1.  How to Get Them To Open:

a) Your subject line: the best, most effective emails are precise and contain the following in the subject line:

• ACTION – It is required for the recipient to take some action
• SIGN – Requires the signature of the recipient
• NNTR or "INFO" – For informational purposes only, and there is no response or action required "NNTR=No Need to Respond" ** (see sample below)
• DECISION – Requires a decision to be made by the recipient
• REQUEST – Seeks permission or approval by the recipient
• COORD – Coordination by or with the recipient is needed

It goes without saying that the above acronyms should be "bought into" with a full understanding by all those using them so everyone is on the same page with what they mean.  With a new client, you may wish to start off your working relationship with an introduction to how you and your company "do" email to ensure everyone is on the same page and ensure success.

b)  Watch for typos in the subject line:   Just one typo in the subject line and folks do not want to open the email or read further.  (Hint: Mondays are known for emails with the most typos).


2.  Bottomline It and Write Like a Third Grader
Always let the recipient know the bottom line intent of your email up front right in the beginning, then elaborate after, if you have to.  Don't make them wade through a page of prose to try and guess what it is you are trying to share with them.

According to email software program Boomerang (see photo below),  the reading grade level of your emails has a dramatic impact on response rates. Emails written at a 3rd grade reading level were ideal, providing a 36% advantage over emails written at a college reading level and a 17% higher response rate than emails written at a high school reading level.

3.  Keep emails short - but not too short.
The sweet spot for email length is between 50-125 words, providing a response rate above 50%. You want to make sure that your information is included in your message, but if you absolutely must send a novel, consider sending it as an attachment.

For the most effective closings to emails, as well as best days to send them, visit "Part 2" of Tips to Writing Great Emails.

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                                **SAMPLE OF AN "NNTR" or "INFO" Email (from above)**:

To:  Mindy Smith

Subject: INFO – Working from home

           Dear Mindy;

Bottom Line: We will reduce the number of days that employees can work from home from three to one day per week effective June 1st.

Background:

• This is an effort to encourage team morale and foster team collaboration
• All members of the management committee supported this decision

Side note:  Mindy  knows that no response is required because it was marked INFO.  Note that the author starts with the bottomline first, so she quickly grasps the information and does not have to wade through too much.   Because this change  of working from home policy will be unexpected to the recipient, the author offered some background information to help explain further.

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Engaging Inspiration provides inspired marketing, leadership, strategy and service training to the thinking special event and hospitality partner.