If you’re at all a professional sales person, retail or otherwise, you know and capitalize on the value of creating customer relationships.

Each day we need to reach out to some segment of our customers, and we can be more effective if we undertake a few steps to best reach our customer with language and approach that will compel them to communicate or engage with us.


  • Prep our e-mail
  • Determine a subject line
  • Our Opening line (very important)
  • Body copy (The main message, somewhat important)
  • Signature

Before you start writing, take a few minutes to PREP your email(s) with relevant information.  A Google search might help you know more what your customer is interested in. Maybe you’ll find them on Facebook, LinkedIn,or other social engagement site. Perhaps you’ll learn where they work, or exactly what they are interested in from photos or videos posted on the web.  However, you’re not done just yet!


A “trigger event” such as a “thank you for purchasing” is a good reason.
Software update for their product is a good reason (for example, GoPro just released a firmware update for their camera). Perhaps there is a new widget for their new motorcycle, or a rebate on a recent purchase.
Asking them how they’re enjoying their XXX product is a good reason.
Telling them about a special event or opportunity at your location is a good reason.
There are many great reasons to be reaching out to customers

If you have any questions about photography or video please call me” isn’t a good reason. The above sentence doesn’t engage, and it puts responsibility for contact on the customer’s shoulders.

Now assemble/create your subject line.
“ideas for [what’s important to them]”
“update available for [what’s important to them]”
“New XYZ available to fit your [product they bought]”
“Saying ‘Thank you’
Question about [what they bought]
Thoughts about [what they’re doing in their craft]

…are all good examples of subject lines. Emails with attractive, interesting subject lines are 70% more likely to be opened (according to SalesForce data).

Final             Reminder               Sale
Tempting      Specials                 Complimentary
Help              Donation                Don’t
Exciting         Unique                   Discount
Solution         Partner                  State of the Art

Start off by saying something about THEM, not yourself, and not your company. Make it personal.

Michael, I noticed you[………]
Kristin, [mutual connection….] mentioned
Brian, Congratulations on your new […….]
Dr. Smith, Congrats on the recent […..]


Should relay your value by connecting you to your customer.

“How would you like to improve….”
“Do you have any unanswered questions about….”
“Would a _____ make your ______ more efficient?”

(Remember, we know what the customer has asked us to quote or what they’ve purchased. Use this knowledge to fill in the blanks above)

We are LOOKING for a place to ask the customer a question in the email.
QUESTIONS are engaging. We want to ENGAGE the customer in conversation.


Keep it short.
Use a company graphic in your signature. Not only does this remind them of where you can be found, it also speaks to branding.
Make sure your phone number and email are included. True, they have your email that they can respond to, but by seeing it in the body of your signature provides an instant reference to who you are.

To sum up;

  • Personalized Subject line
  • First name or professional title
  • Opening line about THEM
  • Questions that aligns with their desires or recent purchase
  • Simple signature

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I've been a successful sales manager, musician, film/video professional, instructional designer, and skydiver. Picked up a few pieces of gold, brass, titanium, and tin along the way. This blog is where I spill my guts about how I'm feeling at any given moment, and maybe a blurb or two about what's happening in the sales, video, or skydiving worlds.

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