As a Customer Success Manager, effective communication is the lifeblood of driving engagement and building strong relationships with your customers. And while in-person meetings are ideal, in our increasingly virtual world, email remains a pivotal communication channel.

The challenge? Most people rapidly discard or ignore generic, unfocused emails - especially if they seem like thinly veiled sales pitches. To stand out and spark real engagement through email requires deploying the right techniques.

Here are some proven tips:

  • Keep emails concise yet personal
  • Ask questions and invite a dialogue
  • Go beyond product updates

1. Keep emails concise yet personal

According to research, people spend just 13 seconds on average reading an email. Ditch the long-winded corporate jargon and keep your emails tightly focused on 1-3 key points or questions. But don't simply blast out cookie-cutter templates - make an effort to personalize each email based on the recipient's role, business needs, and previous interactions. A warm, authentic voice goes much further than a generic one in fostering engagement.

2. Ask questions and invite dialogue

One of the worst things you can do is send emails that don't require any response - these just contribute to inbox noise and apathy. Instead, make your emails engaging and actionable by:

  • Asking 2-3 simple questions to gather feedback
  • Offering to discuss a topic further on a call
  • Including links customers can click to book a meeting or access relevant content

You'll be amazed at how much higher the reply rates are when there's a clear call-to-action.

3. Go beyond product updates

While it's important to update customers on new product features and usage tips, don't let that be the sole focus of your email communications. Get creative and use email as a way to share other helpful, valuable content that strengthens your relationships:

  • Invite customers to exclusive events or webinars
  • Spark discussion around relevant industry articles/research
  • Offer to connect customers with peers in similar roles

The goal is to continually engage customers through multiple constructive touchpoints over time - not just when you need something or have something to "sell."

Effective email communication is both an art and a science. But when done right and combined with other channels, it allows you to personally connect with customers in a scalable way that drives lasting engagement and retention.

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