Improving partner uptake, participation, and responsiveness is a core goal for most partner programs.

Here’s the thing. Your partners likely juggle multiple vendors like you.

This means multiple projects, deadlines, deals, partner portals, logins, deal reg systems, customer events, and so on.

Years in partner ecosystems taught me a key lesson: partners are busy.

If you want action, your message needs to work for them.

Here are the 6 tactics:

1. Write subject lines that get attention and drive action
Enlist your go-to LLM to help you with this. Partners see dozens of messages every day. Start with what matters, what you want and why it matters to them. Leave out long intros. A direct opener stands out every time. In my communications to partners, I like to include at least 2 things in the email subject line: the main topic of the email (e.g. new training series) and the call to action (sign up). If a deadline is key, then I put that first. For example, sign up by this date.

2. Get to the point fast
Partners see dozens of messages every day. Start with what matters, what you want and why it matters to them. Leave out long intros. Your initiative may have lots of details, and you can link a webpage or document for those.

3. Make next steps crystal clear
Do not bury the ask. Use simple words for what you need. “Can you send a quick approval?” or “Let me know if you’ll join the kickoff.” Put the call to action right up front. And if you can, repeat it.

4. Make everything easy to find
Put links, docs, and forms in the email body. Say what it is: “Review the pitch deck here”, and use bullets for steps or deadlines. Partners do not want to search for what you need.

5. Show them why they should care
Partners move faster when they see value for their business. Mention one benefit they will get by acting: “This gets you into our Q1 pipeline” or “You will reach 100 new accounts with this campaign.” If you can, highlight the key points so partners can decide to act in a few seconds.

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6. Use “you” and write from the partner’s point of view
Talk directly to your partner in your message. Use the word “you” often. Frame your requests and information so they clearly see why it matters to them. When you write with the partner’s needs in mind, it feels personal and relevant.

It’s easy to get complex within our own organizations. We start using acronyms, create complicated instructions, or get verbose. I’ve been so guilty of this. All of this! With partners, keep your communication short and clear. Make it easy for them to understand and take action.

Need a Prompt?

You can feed the six tactics above into your LLM, or you can save time and grab a ready-to-use prompt below.

Write emails partners actually read, act on, and share. Keep it handy for every key announcement, request, or program update.

Did you find this useful? Share with someone who may benefit from it.

What other tactics would you prioritize to drive action? Which tactics have worked for you? Share them below or reach me on LinkedIn.

What other tactics would you prioritize to ensure partners take action? Which tactics have worked for you?