How to make the most of using email in business

Here’s some useful tips on how to use email most efficiently, to reach the people you want, get them to open the email and most importantly how to get them to take action.

Who and Why?

Before you start creating long and beautiful emails, ask yourself, “Who am I trying to reach?” and “Why am I contacting them this way?”

It may be that you have built a database of existing customers and you are providing updates to your products or services. It maybe you are using email as part of your customer journey process (welcome, sales confirmation, delivery details etc) or it maybe you have obtained a cold list that you are contacting as a warm up to a phone call. Be sure you know your audience, and what message, tone and branding you need to use.

GDPR

Since the new regulations came in in 2018 it is important that you have permission to contact them, or that you clearly state your relationship with them, why you are contacting, how you intend to hold and use their details, and to give them the option to opt out. A simply button will aid this.

Create a custom email for your business

Before you set up an email campaign, make sure you have the right tools. Using your personal email address can send the message that your business doesn’t take things seriously. But a custom email address in the format yourname@yourcompany.com shows customers and colleagues that you mean business.

Look at custom made platforms to make your emails look more interesting

There are many platforms out their which are easy to use, often free and will help your emails stand out from the usual black and blue lines of standard email.

       

Complete the To: line last

We’re used to writing from top to bottom, so our instinct is to complete an email form’s To: and Cc: lines first. Be careful – it’s easy to hit the wrong key and send an email before finishing it. Remove the possibility of misfired emails by waiting until you know that you’ve
created a unique and clear email before adding in any contacts.

Double check your cc and bcc lines

When emailing multiple recipients who don’t know each other, don’t use the To: or Cc: lines unless you have permission from all parties as it shares your contacts’ addresses with strangers, and if anyone replies to all, it can annoy or even anger everyone you’ve emailed. Avoid embarrassment and use the Bcc: line – no one will be able to reply to all or see other people’s addresses.

Organise with spacing and bullets

Your emails are a faint beep in the constant cacophony of daily life. The average office worker sends or receives 121 emails a day*, so
write yours to be scanned, not read.
• Use short, declarative sentences.
• Avoid jargon.
• Keep your emails as short as possible.
And of course, use spacing and bullet points to make your points stand out. When you’ve grabbed your readers’ interest        and have made them want to learn more about your business, you need to provide clear next steps.

DON’T DO THIS:

Your emails are a faint beep in the constant cacophony of daily life. The average office worker sends or receives 121 emails a day*, so
write yours to be scanned, not read. Use short, declarative sentences, avoid jargon and keep your emails as short as possible. And of
course, use spacing and bullet points to make your points stand out. When you’ve grabbed your readers’ interest and                            have made them want to learn more about your business, you need to provide clear next steps.         

 

The solution to large attachments

Video and multimedia have become essential to many types of businesses. Often, these files are too large to email. Equally, many people don’t like opening files attached to emails because they can carry viruses. File sharing is the solution. It allows you to upload files to
the cloud and share them via a link to the uploaded file. Don’t forget to make the link clickable.

Include clear ‘next steps’ 

Congratulations! Your email has got people interested – but now what? Include clear calls to action stating the exact next steps, whether it’s just to follow a link, call a number, reply to your email or whatever else. Just make sure that it’s clear.

Add a signature, with a logo

A signature is a subtle, yet potent opportunity to build your brand with every email that you and your employees send. It can include not just a lot of information, but also some visual interest in the form of a company logo. It can also help increase awareness of other channels such as social media:

Pauline Baker
Ringmaster Marketing 07508 467866

ringmastermarketing.co.uk
facebook.com/Ringmastermkt
twitter.com/ringmastermkt1
linkedin.com/company/ringmastermkt

And finally .. check it!

No, seriously, proofread! And don’t just proofread for spelling and grammar mistakes. Always double check that your tone is appropriate
to the subject matter. Be careful about jokes and sarcasm – when no one can see your face, your humour could be mistaken for something else. Finally, ensure that you haven’t made the common error of referring to an attachment but not including one.

SEND

We hope that you find these tips helpful in boosting your business’s email power. If you have any questions or tips of your own or are interested in learning about all of the other ways in which Ringmaster Marketing can benefit your business, call us on 07508 467866.

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