There are a reassuringly high number (almost 60%) of digital marketers who do accept that email marketing is one of the most important part of their overall digital marketing strategy. But sadly, a great number out of them look at email marketing very simplistically. They believe that all it takes is to hire the services of a good email marketing service, then go out and purchase email addresses, and they are all set to begin their email marketing campaign.
But the only thing that they think needs to be done after that is to compose the email. While that is true, yet that is where so many marketers go wrong. They either choose the wrong email content template or they make an elementary mistake in email etiquette. Let us look at 10 email mist etiquette rules every marketer needs to know.
- In the world of the internet, writing in all-caps is asking to shouting. But some email marketers simply fail to notice that the ‘Caps Lock’ on their keyboards is on, and send the mail with all capitals.
- There is a myth that large fonts, bold or colored text can make certain parts of your email stand out. But they actually strike a jarring note.
- No overuse of exclamation marks please!!!!
- In the world of B2B marketing, it’s still much safer to address the recipient as Mr. Doe rather than John, so unless you have been explicitly advised by a particular client or prospect, please continue with formal salutations only.
- In the same vein, it is always a better idea to use formal language only when you write to the people on your targeted mailing lists. The use of formal language not only excludes the use of slang, but also the use of abbreviations, however common or popular they might be.
- The world knows that direct mail marketing is all about promoting one’s products and services. Even then, it is bad form to have every single email in a campaign keep on talking endlessly about your products and services. The recipients who have been opening your mails politely so far, will soon drop their etiquette as well if you keep talking about yourself. Some of the mails must also be about topics of general interest in your industry.
- Do not use a mix of fonts; it is distracting and irritating.
- While the importance of following up with email leads can’t be denied, yet it must be remembered that email marketing is not the only arrow in your digital marketing quiver. You must mention relevant details of all your social media profiles, blog URLs, and website URLs inside the signature at the bottom of your email.
- A very poor email etiquette is that of taking advantage of the recipients having given their consent through an opt in email. This doesn’t give you the freedom to bombard their inboxes with 10 emails a week.
- Correct email etiquette is not just during sending emails, but also while responding. You must aim to respond to all emails within 24 hours.
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