Oct 9th 2015
Make the Most of your Marketing Campaigns with Proper Email Etiquette
In the modern era, casual communication happens on social networks, but email remains the bastion for professional communications. This why it's so important to know how to write email messages that communicate your intent effectively and efficiently.
Start With the Subject
Your subject shouldn't be more than a few words long because it could cut off, and it shouldn't contain pertinent information. That belongs in the body, where it's easy to digest with the rest of the content and won't be ignored. Even if your message is a single line, the subject shouldn't contain the entire message.
What should you do in your email subject? Detail the subject in a few words, without filler. Use keywords that enable your recipients to filter through their messages and easily find your message. Keep the most important words in the beginning of your subject line.
If you're communicating with someone new, mention anyone who referred you within the subject right away. Use the subject as a way to sell your value to the person to ensure they'll open your message. You're probably not using words of prescription drugs in your emails, but using the reader's name within the subject helps to prevent your messages from going to spam.
Proofread your subject before sending and, as always, don't use all caps.
Message Length and Frequency
Length is important. Long emails that aren't broken up into digestible paragraphs are sometimes called a "wall of text." You want to stay away from emails that are intimidating because of their length. Simply using line breaks and lists, when applicable, makes it easier for your readers to digest your message.
However, you don't want to break up what could be a single email into many smaller emails. This inundates your recipient's inbox, and parts of your message could become lost in the process. Furthermore, it makes it difficult for your recipient to reply, and your messages may not be read in the appropriate order.
To avoid this, take plenty of time to gather your thoughts before sending an email to ensure that your first message contains all the pertinent information. A thorough proofreading also enables you to catch any typing mistakes, which can make you look unprofessional or even make it difficult for your recipient to understand your intent.
The signature that appears below your message content is a tool you would be remiss to use. It enables you to provide your email recipient with additional information: your name and role in your company, your phone or Skype number and your website or even social media links. Remember that people are contacting you electronically, so a fax number or mailing address is probably redundant.
The following exemplifies an effective email signature:
An effective signature is informational, free of clutter or typos and to the point. Although a few line breaks are acceptable, use colons or vertical pipes to separate thoughts. The signature is an ideal place to use your company's logo if you're not using it in the message heading. More on that below.
Many email programs automatically convert Web addresses into links. However, this may not be possible if your reader relies upon specific software or email services. To combat this, you could use HTML to convert these to links; although, disabling HTML is another consideration. If you do use HTML, however, you can specify whether a link goes to a website, email address or even a phone number, making it easier for your readers.
Finally, it's more important than ever to add social media links to your email signatures. If your signature is becoming too long, consider using small icons to your most important profiles. You'll find signature generators that do just this online.
Logos In Emails
Using a logo is one way to easily represent your brand in the confines of an email. Custom "stationery" was once popular, but it can break messages when HTML is turned off. Inserting a logo before your message content or in your signature is common practice.
Here are some tips to get the most out of your logo in email:
- Optimize the image so that text, lines, and colors are sharp and vibrant.
- Save the image on your server and use the Web URL as the location. If you point to a photo on your machine, the logo will appear broken to your readers.
- Resize your logo so that it fits mobile devices and your users don't have to wait unreasonable amounts of time for it to download.
- Your message should remain readable even if the user has external images disabled.
Applying all of these tips ensures that your email is read, understood and replied to with ease.
For assistance with your email marketing campaign, Doc4 offers comprehensive services that will boost sales and improve customer relations. Contact us today at 479-202-8634 for more information.