Writing Persuasive Emails: How To Get It Opened First

Nearly every day you are in competition. It’s the battle of the email. Boxes are inundated with them. You know this battle, because you, or your assignee, picks and chooses which of yours you will open and when. 

By virtue of your title and position, some people you send to will give your email top priority. Their jobs depend on it. But even as a CIO or technology leader, you are vying for attention with your peers, C-Suite reports and stakeholders.

Email composition and design is an art. Whole courses are available. I want to give you four brief but powerful tips on getting your message opened and getting it across persuasively and effectively.

You are writing them for a reason, right? So as my gym-buddy says, make it count.

1. Tailor the subject line.

Subject lines are not one size fits all. Typically, they are treated as a “topic.” Topics are boring. They are simply titles we see all day long: meeting, budget, reception, update, need input.

Subjects have something behind them, especially for you as the sender. You want something as a result of sending this, which means you need to give something to the one you are sending to. 

For example, let’s say you need to talk to the CFO about a budget issue. Don’t use words (s)he sees every single hour, such as “budget issue.” Instead, appeal to why they are going to want to engage with you in the first place. Try, “Two ways I can cut cost” or “Figured out a profit margin.”

Use your subject line to appeal to motive, and then be sure to pique interest but not give information. Save the details for the body.

2. Employ AIDA

In marketing circles, AIDA stands for Attention, Interest, Desire and Action.

• What will grab their attention? You piqued their interest in the subject line, now follow it up with some complete thoughts and sentences. Again, it goes to motive. “For the past few weeks, we have been looking at concrete ways to get more done with less. I have found three distinct ways IT can manage this over the next six months.”
• What will hold their interest? You already know that benefits are more motivating than features. Technology leaders are notorious for leading with features (after all, we have cool stuff). What are the benefits you can lead with? To keep with the CFO example, is it cost savings? Is it profit? Is it debt reduction? 
• What will increase their desire for your solution? Do you have case studies or data or authoritative proof? What moves your recipient to action? Is there a story you can include?
• What action do you want them to take? Focus on one clear response that you are after, and only one. You are looking for the internal response that says, “I can do that.” Scale the response; create movement toward your solution, not a giant leap of faith.

3. Or implement PASO.

PASO stands for Problem, Agitation, Solution, Outcome. Use AIDA when you need a more positive approach; use PASO when people you are persuading are feeling the pain of something you can solve.

• Identify the problem (in an engaging way that piques interest). Your recipient has a need, and you are opening the wound a bit.
• Agitate the problem. You want to stir up uncomfortable emotions. Whatever your recipient is going through, it is irritating and frustrating. Something happened they didn’t like; they expressed their frustration with a certain phrase, and so forth. Remind them of what they believe is at stake.
• Present the solution. Again, lead with benefits. “What if we could” and tie those benefits to the pain they are feeling. Example: What if we could alleviate the pressure you feel to attract more talent, show remarkable improvement to the board in the quality of hire, and put to bed the idea that people regard us as a “step-back” or a “stepping-stone?” Then show how your solution alleviates the pain and resolves the problem.
• Focus on the outcome. What will the measurable differences of your solution bring? 

4. End well.

I know one CEO who ends each of his emails with “I love you.” I’m not ready to do that, but it is different than the standard, professional “sincerely” or “regards.”

Try this. Sign off with something that is relational but supports the solution you/they seek:

• Because we do rock
• Moving forward together
• Learning with you
• Grateful for your lead
• We can do this
• Because profit (or ____) is all of our responsibility

Leaders easily overlook the simple but powerful, the daily but high-leverage. It’s understandable: We have a lot to think about and do. Email is both simple and daily; it’s also powerful and high-leverage.

A little attention from you will get you a lot of attention from your recipients.