Email writing is one of the most essential, most vital yet most commonly overlooked aspects of the restaurant business. Whether you’re writing to other companies, customers, clients, partners or to internal employees, the way you craft and compose your emails has a significant effect on how people perceive you and your business. Even with slight changes to the way you write, you can revolutionise the way you get your messages across, the way you communicate with people and the way you sell your products and services.

One of the most important emails you will compose is a marketing email. It doesn’t matter whether you’re midway through a campaign or just trying out new ideas on how to draw in leads and new customers, the way you write and compose your emails will be the make or break factor for your success. To give you a helping hand, today we’ll explore the best ways to write a marketing email, enabling you to maximise your opportunities.

Be Personal

One of the best ways to connect with the people you’re trying to sell to is to remain personal at all times. This means to stop referring to your clients as readers, followers, subscribers or any other collective term you may use. Make it direct and compose your emails as though you’re writing to just them. Additionally, refer to yourself using the name in your email address. This makes you a lot more reputable and makes it feel like the reader is talking to another human being, rather than a business or organisation.

Provide Benefits

Nobody wants to read something that won’t benefit them in some way or another. It may seem selfish but why would people use up their valuable time reading something that makes no difference in their lives. “Whatever it is you’re talking about and whatever food industry you’re representing, always ensure that there’s something in the email that the reader can take away and learn from. Alternatively, to lock in those sales, you could even provide discount codes to your service. Even if you’re offering a 5% discount, people respond to this as they believe they are getting a good deal,” suggests Anna Mills, an email marketer at Coursework Writing Service.

Encourage Opens

Getting people to open your emails is one of the hardest aspects of email marketing. Many users will have emails coming in from all sorts of restaurants and third parties that they have signed up to over the years so it can be difficult to make yours stand out from the crowd. The best way to draw people in is to write a captivating and engaging subject line that they can’t resist. One of the best techniques of psychology to use is FOMO. This stands for Fear of Missing Out, and it’s the same concept that makes social media so addictive. Create subject lines that will make the user feel like they're missing something out of their lives if they don’t open your emails.

Short, Sweet & Precise

Email writing is exceptionally similar to writing content for your website. You want to ensure that your emails are well laid out and have a good sense of structure. Also, emails should be proofread, it can be done with the help of services like BigAssignments and Paperfellows. Some good rules of thumb to remember is to keep paragraphs between 100-150 words and include one main topic per paragraph. This will dramatically increase readability and gives users the information they want in a concise space of time. Another great technique to use is to include bullet points and subheadings.

Research Your Target Market

The best way for you to connect with your potential clients is to know them inside and out. For example, if you’re representing a running product company, you need to be inside the heads of runners. What do they look for? What are they thinking about? What are they looking at their inboxes for? With this information in your mind, you can create the perfect emails that will engage their minds and entice them into the opening and reading your emails. Put yourself in their position.

Choosing the Right Language

Whether you’re writing the subject line or the email content itself, the language you use is imperative and is another make or break consideration to the success of your emails. Using power words is very important as it will help you to create mental imagery that your readers will be able to relate to. Create a picture in the minds of your readers using words of what you’re trying to say, very similar to a story. Directive language, popularly used in calls to action are also beneficial. Using phrases such as; call now, download, read, click and reply are all very useful in making readers do what you want them to do.

Engage, Engage, Engage

“This is the most important aspect of email marketing and writing. If your readers are not engaged with your content, you’ve failed in what you set out to do. There is a vast amount of techniques you can use to achieve this goal. Writing fast, as fast as you can, can help you to add personality to your content and will help you to portray a certain level of enthusiasm,” says Daniel Semio, a content manager at OXEssays and EliteAssignmentHelp. Asking your clients’ questions will also help to settle into their minds and will help you to provoke thoughts. Consequently, they’ll be drawn into wanting to know more about what you have to say, won’t they?

As mentioned above, be direct with your clients. Refer to them as ‘you’ or ‘we’. This adds a personal touch as well as a sense of belonging, ideal for making them feel part of your business.

Define Your Purpose

Finally, one of the most significant aspects of email writing you should always remember to maximise effectiveness. Define the purpose of your email, even before you start writing. If you’re trying to get people to come to your restaurant, create your emails with this in mind. After you have finished writing, refer to your purpose to ensure your writing will have the desired effect. With the goal clear in your mind at all times, you can be sure that you are writing to this guideline, rather than endlessly typing while trying to convey your original message.