Mastering the Art of the Business Email: Crafting Effective Starter Lines

A well-crafted starter line for your business email can significantly increase its impact and open rate. The goal is to strike a professional yet friendly tone, acknowledge the recipient, and indicate the purpose of the email in a concise manner. Here’s how to master the art of the business email starter line.

The Importance of the Subject Line

While a strong starter line plays a crucial role, it is often overshadowed by the subject line. Prospects are sifting through their emails in a constant stream, and the subject line is the first impression your message leaves. According to Google Webmaster Trends Analyst, Cyrus Shepanski, the subject line determines whether an email is opened or deleted. Therefore, the subject line should be compelling, clear, and to the point, prompting the recipient to click and read your email.

Understanding Your Audience

The nature of the audiencelist (cold versus warm) can greatly influence the content and tone of your email starter line.

Cold List: Offering Immediate Benefits

When writing to a cold list, where the recipients are unfamiliar with your brand and expectations, the starter line should be aimed at providing an immediate benefit. This is particularly relevant for local businesses or service providers. For example, if your target audience is in the digital services niche, you might start with a line like:

How is your website doing at bringing in a constant stream of new business? If you're like other local businesses that call me, you're discouraged by the lack of business coming from your site. And this offer could be a business-changer for you.

This type of starter line addresses a common pain point and provides a solution, setting a tone of urgency and benefit for the recipient.

Warm List: Building Rapport

When writing to a warm list, you can adopt a more personal and friendly tone. If you are writing to someone who has engaged with your brand before, consider starting with a line that references a previous interaction or a shared interest.

Did you catch my note last week about the new study that was just published debunking content marketing? Some people got pretty heated. If you're one of them, I've got some news you'll like...

This type of starter line leverages the existing rapport and builds on it, providing a segue into your message.

Striking the Right Tone

Ultimately, the tone of your starter line should reflect your brand’s voice, but also be professional and approachable. Avoid overly informal or chatty opening lines, as these can come across as unprofessional in a business context. Remember, the job of every sentence is to get the recipient to the next sentence, building a narrative that compels them to read further.

Focus on the Job

While some may prefer formal or personal tones, the primary goal should always be to address the pain points of your recipients and provide value. As a business emailer, your priority is to reach the 1-5 percent of people who are experiencing a stinging pain that you can relieve, not the 20 percent who might appreciate a more informal greeting but are not as motivated to act.

By understanding your audience and tailoring your starter line accordingly, you can increase the open rates and engagement of your business emails. Remember, the success of your email hinges on your ability to connect with the recipient, providing value from the very first line.