Reply with context and utility
A good message reminds the recipient who you are, which request you are answering, and the useful information provided. Limit yourself to one objective: confirm availability, send a document, or propose a call. Choose a channel suited to the content and accepted by the client. Sensitive attachments do not belong in an open group. Double-check names, references, and conditions before each sending.
The method in practice
A good message fits the context: who is writing, for which property, responding to which enquiry and with which attachment. Start with the expected information, followed by a simple action. Example: 'Here is the floor plan requested for property X. The terrace area remains to be confirmed. Would you like to check access during a viewing on Thursday?' This message is useful without multiplying selling points. Check the recipient and limit personal data within documents. Do not share contact groups or sensitive attachments for convenience.
Fictional example
“Hello, further to your inquiry regarding property A, a viewing is possible. Would you like to agree on a slot?” is clearer than a long, unsolicited catalogue.
One message, one reason, one next step.
Distinguish follow-up from prospecting
Answering an inquiry and regularly promoting other properties are different uses. For prospecting, check the applicable CNDP requirements, the legal basis permitting the mailing, formalities, and opt-out options. The CNDP guidance notably specifies prior consent and a regulated exception for certain existing clients; do not extend it to all contacts. Keep an appropriate record of the choice and honour it.
The method in practice
Distinguish between responding to an enquiry and prospecting for new offers. Past interactions do not exempt you from reviewing applicable contact conditions. Record agreed channels, stated preferences and opt-outs. An opt-out must be reflected in the relevant campaigns and individual mailings; reducing frequency is not enough. Specific compliance procedures depend on data processing and the CNDP framework. The course provides management guidelines and an official source, not a general authorization to use a database.
Fictional example
A person asks for the floor plan of an apartment. You send them this floor plan; this does not automatically subscribe them to a weekly promotional list.
The context of the contact must not be broadened by default.
Provide a simple opt-out
A prospecting message must allow recipients to easily express a refusal under the applicable framework. When a person objects to these mailings, update the relevant lists and tools to prevent unintentional resumption. Do not chase on another channel to bypass the opt-out. Necessary transactional follow-up must remain limited to its purpose and be kept separate from commercial campaigns.
The method in practice
Prepare three adaptable templates: sending a document, confirming a viewing and responding to missing information. Each template includes a verified fact, a potential limitation and a next step. Avoid copy-pasted blocks that only change the recipient's first name. Proofread the property name, date and document status before sending. If you communicated incorrect information, explicitly correct it with the affected recipients. The workshop evaluates your own proofreading based on these criteria; the platform does not claim to automatically analyse the quality of your text.
Fictional example
“Do not send me offers anymore” results in stopping offers and updating the tracking system, not launching a new campaign via SMS.
Respecting an opt-out is part of service quality.
Your practical application work
A fictitious prospect requested a floor plan by email and agrees to speak on Friday. Draft the message and then your follow-up rule.
- Your short email
- The proposed next step
- Your course of action if they refuse future offers
Sources and benchmarks
- CNDP · Direct MarketingReference source for the topic. Scenarios, working methods and durations are educational constructs created by CBE; the source does not certify them.