Prefer to listen to this post? Play the audio here!
Communicating what you want to say through any digital platform can be a difficult task. Sometimes, the message we want to send out to our current or potential customers can get misconstrued, resulting in our emails getting sent to the spam folder. Having a good email that can speak to your customers and your leads takes a lot of work. So much so, that we can almost end up overthinking the process altogether. How many times have you deleted e-mails from your inbox? Don’t let that happen to you.
1. Fonts Are Important
While it can be tempting to go with a flashy, fun font for your email, don’t do it. Any font that’s not Times New Roman, Georgia, or Verdana, can be seen as unprofessional. It can also be seen as spam written by a ten year old. The font you choose to write your emails in should follow a few standards. For one thing, the fonts that you use on your website and your emails should be consistent. It’s an easy way for the reader to recognize you. Two, sometimes fonts that are considered the best to use for writing press releases, are actually hard to read in an email, such as Arial. Choose a healthy font and stick to it.
2. Your Greeting
When you see your name is written in an email greeting, it’s comforting. Until you read on, don’t recognize who the email is from, and you start to wonder when the heck you signed up for this thing. While using a personal name is nice, it can sometimes be too informal, and even bothersome at times. Adding a salutation to the name can really help the person reading it to take you more seriously. Stay away from being too casual, like saying, “hey”, or too formal saying, “Hello there!”
3. Your Sign Off
There are probably over a hundred different sign offs you can use in an email, and not choosing the right one can be the difference of your customer replying to your email, saving it for later, or just deleting it. Should you use “sincerely,” or do you sound too much like a college student looking for an internship? Should you use “cheers,” or does that make you sound like you’re running a bowling club? There’s really no right or wrong when it comes to choosing a sign off, but it’s important that your lingo matches your target audience.
4. Keep It Simple
When you want to send out an email message, think about what the point is of the email. It might seem obvious, but sometimes companies go off on tangents that lose the customer or client altogether. Decide what the ultimate message of your email is, and get to the point in a way any reader can understand. Studies have shown that an average person’s attention span is eight seconds, which is less than a goldfish. Keep that in mind when writing your emails.
5. Images and Attachments
When it comes to embedding images in your emails, the general consensus is not to do it. Unless it’s an approved photo that contains the person you’re emailing within it, images are risky and can slow down the time it takes for an email to load. It’s not a web page. Though, if you want to include your company’s logo in the signature, that’s no problem.
As far as attachments go, what is it that you’re attaching? Is it a twenty page document on how your company’s product works, or is it a simple page of frequently asked questions? Nowadays, people can see how an attachment looks before they choose to download it. If they can already see that there’s too much to read, they aren’t going to click on it. Whatever you want to attach, make sure it’s important and relevant not just to your campaign, but the specific message of the email you are writing.
6. A Catchy Subject Line
The subject of your email is the first thing a person will read, and if it sounds like a ridiculous sales pitch from a late night TV show commercial, guess what? That thing is never going to get read, ever. Like with greetings and sign offs, there are a lot of ways to formulate your subject line, which can make the difference between a click to open it or a click to send it to the junk folder. A subject line should intrigue your customer, without giving too much away. Think about how writers for online publications design their SEO headings. They leave out just enough information so that you’ll click on the article. Subject lines should be the same way.
If you want to know how your customers are reacting to your emails, sign up for Mission Suite today!