Nowadays email is the way that the majority of us in business communicate with one another – so much so that it has replaced face-to-face interactions to some extent. Emails are our first (and often second and third) impressions. From our email addresses to our wording, everything affects that impression. This is even more true when it comes to marketing emails. Whether our email recipients are loyal customers or brand new clients, each and every email sent shapes the way they will think, interact and feel about you and your business. For this reason, we must all learn to craft compelling emails so that we can build better relationships with our customers.
What Your Email Address Says About You
In 2013, there was an estimated 3.9 billion email accounts world-wide, all with individual email addresses. To those billions of strangers on the Internet, your email address is your only form of identity – it’s the equivalent of walking into someone’s office and telling them your name. For the average email user it doesn’t matter what the email address is because only a handful of friends and family are ever going to see it. However, for the small business owner, having an email address using your own domain name is crucial to being taken seriously. You can easily create a standard free email address from AOL, Gmail and Outlook. With some of these options you can also use your own domain name in your email address.
What Your Emails Say About You
On average, 35% of email recipients choose whether or not to open an email based on subject alone. For this reason it is best to stick with a short, to the point subject lines. This could either be saying what the email is about or be an enticing line to encourage customers to open it.
Statistically, 47% of emails are opened on a mobile device and a whopping 30% of consumers now read email exclusively on these devices. Due to the smaller screens this affects the readability of your email, so try to keep it short and sweet. As a rule of thumb, try to keep the email to around 150 words, writing concisely with proper grammar.
Tips For Better Emails
Reply quickly. It doesn’t have to be first thing in the morning or last thing at night but when something is important or you have been sent an enquiry don’t let it sit in your inbox too long. If possible aim to respond to an email within 24 hours of its arrival. Equally, if you need more than 24 hours to deal with the request it’s polite to send a quick message back just to confirm that you did receive the initial email.
Read it twice before sending. By reading it twice you are more likely to catch typos and errors.
Use a respectful tone. Try to write concisely with a formal tone, rather than how you speak. Equally never use emoticons unless you know the recipient really well!
Be mindful of “reply all”, “CC” and “BCC”. Make sure that you are only sending the message to those intended to receive it. If you are sending out a bulk email, for example a promotion email, always use BCC. This will hide everyone’s email addresses and protect people’s identity.
Send reminders. Emails have a habit of getting lost, buried or accidentally deleted. It’s okay to send a quick reminder if a recipient hasn’t responded for a significant length of time.
Don’t overwhelm your contacts. If you know that the subject you need to email about is going to require a lot of back and forth communication, then try to use the telephone. This will avoid confusion and sending your email contacts overwhelming amounts of information and questions.