Writing an email reminder that not only gets opened but also pushes the person to take action, isn’t always easy. And many salespeople don’t even give these types of email much thought, which is a missed opportunity considering their importance.

Don’t underestimate the value of an email reminder

“Knowing how to write a friendly reminder email is one of the best tools for nudging people about upcoming meetings, missed payments, job applications, important events, and more,” explains Katrina Kirsch for HubSpot. “And when done right, a good one can be a relief to recipients if you land the right tone and timing.”

She shares some tips for crafting one that gets opened and generates a response, no matter who the recipient may be. Typically, sellers send these emails to prospects, clients and colleagues. They may be trying to nudge a prospect to accept a meeting, get a team member to deliver their part of a project, or simply remind a group about an upcoming presentation.

No matter who they’re targeting, the first hurdle is simply getting the email opened. Kirsch reports that across all industries, the average email open rate is an abysmal 16.9 percent. Sellers can remedy this with targeted, specific subject lines that create a sense of urgency.

It’s also important that they keep tone in mind. For reminder emails that are more formal, use words such as “urgent,” “action needed,” and “request.” For those that are more casual, reps should use more casual language. Phrases like, “Checking in with a request,” “Don’t forget,” and “Here are the next steps” will grab attention. Just keep it genuine and friendly. As the professionals at Pipedrive point out, “As you’re implying that your customer may have forgotten to do something, it’s important to tread lightly and adopt a friendly tone. However, you don’t want to go overboard into the “too sweet” spectrum and come across as disingenuous.”

And finally, the more specific, the better; adding in the date of an event or deadline can make it more effective.

For even more tips on the topic of effective subject lines, check out other articles from SalesFuel.

Be brief, informative, and again, friendly

“The body of your email is where you let the recipient know why you're emailing them,” Kirsch explains. “Here's where you provide context about the project, deadline, payment, meeting, or whatever situation needs a nudge.”

Be up front and clear about the reminder, and detail the specifics, such as a deadline, time or cost. Add in any other context that could be helpful but don’t be too wordy; you’ll lose the reader’s attention. And never end a reminder email without a call to action.

Send at the right time

Another important aspect to writing this type of email is knowing when to hit send. Kirsch shares some examples of when to send certain types of reminders.

Meeting: One to two days ahead of time, but those who are involved may need more prep time. Give them the courtesy reminder a few days ahead.
Event: These emails can be sent earlier and more often; she suggests three to 14 days before. “You can send multiple reminders leading up to the event to build enthusiasm and ensure everyone is clear about the timing and scheduling,” she adds.
Past due payment or deadline. With these reminder emails, she advises to not send until one day after the deadline or due date.

Avoid apologies

One of the trickiest aspects of sending these emails is feeling like you’re pestering the person. Don’t let this get to you. Instead, shift your mindset and focus on how your email will likely be helpful. As Kirsch writes, “Let your friendly email reminder be just that, and don't feel guilty. You may help someone remember an event or deadline they meant to attend or fulfill.”

Keep these suggestions in mind when writing your next reminder email. The more thought you put into these communications, the more likely they will be read and you’ll inspire action.

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