Email marketing can be a crucial part of your email marketing strategy so you don’t want to make these five common mistakes. As the world turns to digital communication more and more, the way you communicate with your past, current and potential clients is more important than ever before. So, don’t make these mistakes when you email them!
1. Telling the entire story
Really wordy emails won’t necessarily excite your recipients. It’s best to keep the word count to a minimum and avoid sharing the entire story in one email. Instead, aim for 20 words per sentence and keep your message short and concise. Think about the message you’re sharing in the email and write your engaging subject line and introduction. Then make your email scannable. Your recipients should be able to scan through the email and know what it’s about in a matter of seconds. To do this, aim for no more than five sentences per paragraph or use lists to break up the content.
2. Marking your email urgent
Before you go marking every email you send urgent, make sure you’re not annoying your recipients by doing so. Urgent emails can come across as annoying and aggressive, especially if you’re using bold text and lots of underlined words. Don’t forget that internet users are receiving an average of 120 emails a day which is a lot of noise to cut through. Marking your email as urgent can land you in the spam or junk folder because no one wants to open an email marked as urgent, only to find that it is in fact, not urgent.
3. Losing your personality
Emails can come across as very robotic if you’re not careful to keep your voice. Relationships with clients over the internet don’t necessarily feel very close or personal, but they can sound more human than robot. Make sure you’re using a personal tone by asking them questions and speaking to them directly. Try to maintain a positive and encouraging tone as this can help improve engagement. Everyone could use a little optimism in their inbox this year!
4. Forgetting to edit before clicking send
Typos are common but whether you’re sending an email to your colleagues or clients, proofreading is a must. Autocorrect can be useful in this situation, but it isn’t foolproof. Nothing beats having a pair of eyes read over the email before it’s sent out. It’s also best practise to have a set of eyes other than your own to read over and check for any mistakes you may have missed. Make sure you’re checking for correct grammar, spelling and formatting, including any attachments you’re including in the email.
5. Not using a proper goodbye
The goodbye may come at the end of the email but it doesn’t make it any less important than the rest. No one wants to read the dreaded “sent from my iPhone” at the end of an email. It doesn’t exactly scream personable. So make sure you have a professional email signature and you say goodbye in the way you would if you were talking to the client in person. You might not say “kind regards” but you’re definitely going to say something a bit less robotic.
It’s time to improve your email marketing communication and start speaking to your clients. Remember to keep it simple and always think about the reader. And don’t click send until you’ve edited your email!