1. A subject line that makes the recipient think, "I've got to read this." Promise something useful to get that email opened. Think about the problems your audience is facing and offer a solution.

2. A "lead" sentence that reminds of pain and/or hints of pleasure. It should be written exactly the way you'd say it face to face. It your lead sentence doesn't engage me, I'm not going to read any further.

3. Useful information. If you "tell me something I didn't know", you will engage your audience.

4. Create a logical next step in the process as an offer/call to action, to allow the prospect to get to know you but at a low level of commitment. Offer a white paper, or an invitation to a webinar. Both will tell the prospect more, without a high level of commitment on their part.

5. Consider sending an all-text email. All text emails allow you to talk more personally to the prospect on a 1-to-1 basis and can be very effective.

The key to making sales emails more powerful and engaging is to focus on your audience, think about their problems and how you can solve them, and include a valuable next step that will be attractive to your prospect.

Matt Heinz

President, Heinz Marketing Inc

Posted on Aug. 11, 2011

1. Define "engaging" (for you and the recipient)
What is a successful outcome of the email? What do you want the prospect to do, and what does the prospect need from you at this moment? Have a specific definition of success or results, even for something this tactical.

2. Focus on the subject line
Subject lines are like envelopes in direct mail. If your prospect doesn't get past the envelope, it doesn't matter what's written or offered inside. Also, the job of the envelope isn't to close the sale. The job of the envelope is to get you to open the envelope. Don't use that as an excuse to overpromise or deceive the recipient, but focus on content and copy that will drive interest and action.

3. Write to them (not for you)
Simple things like not starting sentences like "I" and "we" are important, but in a broader sense your content needs to tie directly to a pain or need the prospect has. If your email is a follow-up to a recent conversation, reflect that up front and reiterate the value delivered or promised in that conversation.

4. Tie it to something THEY did
Sales prospects are far more likely to respond to something they did vs. something you did for them. Their own actions and requests will have far more credibility, especially early in the sales process when you're still creating your own credibility and trust with the prospect. Tying back to something the prospect did or asked for will increase engagement and response rates.

5. Make a request, make it specific and urgent
Don't leave your email open ended. Tell the prospect exactly what you want them to do next if they're interested. Make it something easy, specific and quick to do. Your email is one of many they'll receive today, and will quickly get lost in their inbox. How easy are you making it for them to take action right now?

6. Don't make it look like a marketing email
Beware of overproduced templates. Don't let the design get in the way of the message. Good design increases readability and engagement, but your sales prospect isn't going to respond to great email design. And they might in fact be turned off by something that looks too polished or like a template. Be clear, be clean, and be efficient (with copy as well as design).

John Cousineau

President, innovative information inc.

Posted on Aug. 12, 2011

What we're seeing that works:
1/ make it relevant (to them + their situation)
2/ write it with a focus on them, not you (66% or more customer focussed is best)
2/ keep it brief (200 words or less)
3/ use simple language (Grade 8 readability or less)
4/ use their 'language' (as opposed to yours)
5/ let their actions trigger the timing + focus of yours
6/ continuous msg tweaking, informed by analyses of what's creating buyer engagement