E-Mail: Still an Effective Method to Reach the Professional Tradesmen

by | May 5, 2010

All of us are getting inundated with e-mail, but studies show it’s still one of the best ways to reach out to people.

It does have its challenges with spam filters and internal firewalls. But I’ve found that by using some of the techniques for writing blog posts have come in handy in writing e-mails.

So here are some tips on how to more effectively use this tool:

  • Subject line – This is probably the most important part of the message. Make sure you grab their attention.
  • Preview pane – Preview panes shows a few lines of content. It’s important that you deliver on the subject line quickly. Let them know what’s in it for them if they continue reading.
  • Make it scannable – I learned this from doing posts here on the blog. Use short paragraphs, highlight important parts of the message. The average time spent on an e-mail is somewhere between 2-5 seconds, so you don’t have much time to stop them.
  • Go for quality not quantity – Put out fewer e-mails, but make them more impactful. If I know when I get an e-mail from you I usually get some good info, I’ll open it.
  • Timing – It’s all about the timing. I’ve found that Tuesday, Wednesday and Thursday are the best for me. You need to test out what might be the best time to hit your audience. For contractors, the best time I’ve found is between 6:30 – 7 in the morning or later in the evening about that same time.

Those are some tips on how I try to make e-mails more effective.

What are some things you do?

If you like this post, please pass it on.

Other posts you might find interesting:

Will e-mail be replaced by social media?

E-mail and Social media are tools B to B marketers plan on using more of in 2010

E-mail marketing for Industrial Markets: Common mistakes to avoid


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