You’ve got fail: Avoiding pitfalls of new business email

June 1, 2016

More than seven billion people reside on planet Earth, and in 2015 they collectively sent and received more than 205 billion emails.

For businesses, email has become the go-to means of interaction for internal and external communications, which has led to the development of standards and best practices. Whether you’re using email to relay information to a colleague, smooth things over with a disgruntled client or book an appointment with that perfect prospect, make sure you keep a few basic tips in mind and think twice before hitting “Send.”

1.) Be polite.

Sounds like a no-brainer, right? Then why have we all received (and maybe sent) emails that either lacked courtesy or were downright rude? With nothing but black text on a white background, email is impersonal by nature. So it’s a good rule of thumb to consider whether your message could be construed as even remotely impolite, and if so, rewrite it.

2.) Get personal.

When relaying good or bad news, address recipients by their name, company or specific reason for your contact. In the context of email marketing, getting personal is a big success factor, as emails with personalized subject lines are more than 20 percent more likely to get opened, according to HubSpot.

3.) Grammar counts.

Again, a no-brainer, but a very important one. Making basic grammatical mistakes suggests to the reciopient that your not 100 percent engaged in composing they’re email then by making basic grammatical mistakes? (That mess of a sentence made the point, didn’t it?) For your sake, proofread before sending. Every detail counts in important emails.

4.) Stand out.

As marketing automation strategies continue to gain popularity and generate even more emails via drip and nurture campaigns, standing out in the inbox is critical. Test different subject lines, and remember that almost 68 percent of emails are opened on mobile devices. Less screen real estate equals more value in having an email worth reading.

Want to make sure your emails are attracting attention from today’s overworked inboxes? Get in touch with Chris Ramaglia, our resident email guru, and start sending marketing emails that people love to receive.

EVP and Partner

Chris Ramaglia leads our digital strategies at the agency. He has more than 17 years' experience with online lead generation, holds nine digital marketing certifications, and has a borderline obsession with helping our clients smash their new business goals.