Not everyone is a writer. The art of writing takes years to master and a lot of effort. Despite the fact that the vast majority of authors get paid peanuts, they painstakingly spend hours every day on their craft. So, the question is, how can you write a decent email, without having to resort to attending a creativity course?
There are a few rules you need to take into account.
1) Be clear about what you want to communicate. Clarity should be achieved, first, in your mind. Do not attempt to write your first words, until you know exactly what you would like to say. Of course, there are exceptions. I am the not-so-bright example of a chaotic writer, whose thoughts become clearer as she writes. Please, do not follow me!
2) Do not be overly formal or stiff in your style. Adopting an academic or corporate style will harm your prospects with customers. Corporations are deemed impersonal, inflexible, unemotional, distant, or downright evil. I would suggest that you adopt a more friendly way of writing.
3) Become personal. Customers would like to know who you are. A little bit of information about you could go a long way. It creates trust and a sense of intimacy with your prospects.
4) Do not get overly emotional, especially if you are addressing a British audience. Your American clientele may appreciate the emotional overtones of your text but the British may consider it inappropriate.
5) Try not to be sarcastic or witty. Depending on the culture, it could be taken as bad manners or, in some cases, as an insult. On the other hand, humour could take you a long way, if it is self-evident that you are joking.
6) Communicate often with your customers/ users. Once a week or in a fortnight would be an acceptable rate of sending emails. In general, the more often you contact them, the more likely it is that they remain loyal to your firm. Surely, some of them will opt out in the process. None of them, though, are your future (or current) customers.
7) Share your knowledge with the public. Giving out information for free is always appreciated. The recipients of your emails will keep them for the longest time, until they are ready to take advantage of your superior services. Knowledge is not something that should remain hidden. Dispensing it regularly will give you the authority you need to become a leader in your field.
I hope you will find my advice useful. Let me know, if you would like to add any more ideas that I may have omitted.