In the business world, email has become the primary means of communication. To some extent it even replaces real world interactions like face to face meetings in the conference room. Think about it, how many people have you sent emails to or communicate back and forth via email but have never actually seen or met? A surprisingly high number? Read on.
This fact is true especially for marketing emails. Emails are sent and received from loyal long time customers, new customers as well as potential customers. Each email that you send out to them will make an impression on them and will reflect how they think they will interact with you in the future.
Composing better emails lead to building a better relationship with your existing customers as well as your potential clients.
Related: Why Invest More Time With Emails Than Social Media
How to compose better emails for you customers and clients?
Every email has the same elements (i.e. email address, subject line, content, etc..) however to increase the efficacy of your email hit rate, you need to optimize every aspect of your email. We breakdown the basic elements of an email and talk about what can be done to improve them.
Email address – this is how people on the internet will identify you or your business. It's alright to have a personal email address as a main point of contact but as a business owner, it would be ideal to have an email address under your own domain name.
Subject Line – this tells your reader what the email is all about – similar to a summary or a synopsis. Make sure your subject lines are brief and straight to the point to avoid confusion or misinterpretation. Try to use keywords that make recipients curious about what the email is about.
Related: 3 Types Of Email Marketing Tactics That Can Help Your Business Grow
Content – The body of your emails should ideally be short and straight to the point. Avoid saying more that what's needed. A pretty good estimate would be about 150 words or less to tell the reader what they need to know. Remember to write brief and be grammatically correct when you compose your email body.
Signature – this is where your readers will find all the information regarding you or your company.
Basic things to include:
- Your Name – Let them know exactly who is sending them the email
- Your Business Name or position in the business – let them know what business is contacting them
- Your Personal Contact Information – Let them know where they can contact you directly
- Your Business Address – Let them know where you are located
- Your Business Phone Number – Let them know how to contact your business
- Hours of Operation – Let them know what your business hours are
- Social Media Contact Information – Let them know how they can connect with you on social media.
Now that you have your actual email dialed in, let's talk about your email etiquette.
- Make an effort to respond to your emails within 24 hours or less. If possible prioritize the emails that came in first then move on to prioritizing emails by urgency to ensure you meet deadlines and things of that nature.
- If you need more time to address the concern stated in the email, promptly send a simple email stating that you are looking into their query and will get back to them in X number of days/weeks.
- When you compose or write your response, do it with a respectful tone. – avoid writing your response as you would casually speak, instead write in a formal tone.
Related: 6 Reasons Why People Unsubscribe From Your Email Marketing Campaigns
- Avoid using emoticons – as stated in the prior point, you are using a formal tone when you compose your emails using emoticons makes the email more informal and relaxed. You can use emoticons and a more relaxed tone if you know the person very well.
- Check that you are sending your email only to the people meant to read them. – There are times that you might not even think about checking who is on the list of recipients.
- Sending a follow up email is alright as long as you do it after a reasonable amount of time has passed and the recipient has not responded. – emails get buried in more emails or worse, they might get deleted accidentally or worst case scenario your email went to the spam folder.
- If you anticipate that the issue at hand will translate to continuous back and forth emailing, you can move to other options of communication like a phone call or instant messaging. Over communication is something that you should avoid.