Some experts suggest that the advent of the computer age makes the generation of hard copy correspondence passé. However, is there email etiquette to follow? The obvious appeal of electronic mail is the speed with which it reaches its audience. Most email programs allow return receipts such as those generated by the post office. Particularly, business communications?
We recently attended a seminar hosted by Susan Wilcox of e-Dynamic Marketing regarding the use of email as a marketing tool. We learned some interesting facts. The first had to deal with whether the recipient would even bother to click to open the email’s content. The window of opportunity is just three seconds. Obviously, almost everyone’s inbox is flooded with spam. People have a tendency to scan to weed out non-personal sounding senders. They also are inclined to react to subject titles that are meaningful to them.
What about the content itself? Email can be a less formal means of communication. However, there is something to be said for email etiquette. In formal business correspondence, it is appropriate to refer to people with their titles of address (Mr., Ms., etc.) followed by their last names. When communicating via email, it is not uncommon to address senders by first name. Since emails are generated with a time stamp, it is a good practice to open the email with a greeting such as “Good Morning”.
Make your point in the first paragraph. This is actually true for any communication, but is particularly pertinent for email. Start by letting the reader know what you plan to cover in the balance of your missive. Follow by short concise ideas. Conclude by summing up your content and call for action. Always thank your reader for at least their attention.
Be strategic. Consider your audience and the reason for your communication. If you waste people’s time with an irrelevant message, they will likely avoid future emails from you. It is a reality of computerized transmissions. The last place you want to be in is the “Blocked Sender” file.
Ask for feedback. Once you start the written conversation, you have mastered an important task. If your email is compelling enough, your reader will be inclined to respond to you. Offer trials, if appropriate to your business. Coupons are another way to attract business attention.
At Writefully Inspired, we recognize the importance of creating email banks for use in sales and other marketing ventures. If you would like to speak with us about such a project, please call 908 925-0167 or write firstname.lastname@example.org. We look forward to hearing from you!