Sending an email? By now you probably know that you’re in competition with everyone that’s trying to reach that coveted fashion editor, buyer or vendor. That’s why when emailing someone, the small things matter because they can help set you apart from others.
Here are a few tips to make sure that your email gets the attention it deserves:
1. A clear subject – In business, it’s good to get straight to the point. The best way to do this is with an explicit email subject that grabs the reader’s attention. Some examples include, “for your review, my new collection, updated line sheet or referred by. All of these are short subjects that state a clear message.
2. Using a business address – It’s important to have and use your business email address. While it may be tempting to use your Gmail, Yahoo! or Hotmail one, not sending from a business account may not be deemed professional by others. To work around that, you can have your business email come from a more familiar provider. For example, if you like Gmail you can create an alias which can be found in your account preferences.
3. Knowing how your name appears to the receiver – You should check and see how your name appears when someone receives it. If you’re using an account other than your name such as a press or a general info account, you may want to add in your name so it seems personal and so the person will have a name to associate with the email.
4. Using proper grammar and English – It’s important to be cognizant with your grammar and English. From signing your signature with an xoxo or using an emoticon and multiple smiley faces and exclamation points, people have gotten extremely causal in how they communicate. At the end of the day, remember that you are trying to foster a business relationship and the words you choose reflects your professionalism.
6. A comprehensive signature – A detailed signature allows the recipient learn more about you, check out your website and make a decision on whether they want to reply and continue the relationship. Think of your signature as click bait since most people will check additional sources to validate you.
7. Writing a succinct, yet clear message – In a world of limited attention spans and email overload, a simple and succinct email will suffice. Bullets also help content seem less overwhelming and having a specific call to action for the recipient is important. Whether you are asking them to review something, answer a question or consider you for a story, it’s crucial that you state that upfront so mentally, it makes it easier for them to know what you want and therefore respond.
8. Providing a frame of reference – Providing some context before you go into the body of your email usually helps. Whether you read an editor’s story, discovered a vendor via Google or even grew up in the same city as the person you’re contacting, a frame of reference softens the message. It also makes your email personal and not seem like it was a mass or generic blast.
9. Being authentic – At the end of the day, there’s a lot to be said for just being real. An authentic message that shows who you are, what you want and that you respect the other person’s time, business and profession helps elicit a positive response.
Your ultimate goal is to make the recipient want to learn more and clearly understand what you are asking so they can respond. And, of course, build a business relationship.
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