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Target it! |
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Precise targeting of your message to an audience that is likely to find it compelling is even more critical when using email as a communication medium. |
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Always include an opt-out or unsubscribe line in your e-mail message |
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Giving the recipient the opportunity to opt out of receiving any future correspondence.
As well as ensuring that you are complying with data protection rules, it is good practice and polite to give recipients this option. |
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Make your message information-led |
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An information-led approach minimises the number of recipients who opt-out or unsubscribe to your message and generates a more positive response. |
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Data Protection Privacy |
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Ensure that the email data you are using conforms to current legal legislation as well as to best practice.
Click here for data protection guidelines. |
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Include sub sections |
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Subject lines can be useful to the reader and should always clearly relate to the body of your message. Another good way of ensuring your content is read is by including plenty of direct links to very specific information subsets. |
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Keep a professional tone at all times |
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Carefully choose words and sentences that convey exactly what you mean. Never use any kind of language or combination of words that could be interpreted as being sarcastic, ironic or patronising. |
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Make it clear who sent it |
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If your customers or potential clients recognise your brand – why not include your logo at the beginning of the message. |
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Short and snappy works |
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Online attention span can be brief. E-mail recipients respond better to short, well-structured paragraphs rather than a series of long descriptive sentences. |
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Never use CAPS |
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Messages written in capital letters can be easily perceived as shouting and give the wrong impression. |
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Avoid humour or use it carefully |
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However well you think you know your clients you may not be able to tell what makes them laugh. Jokes or humorous messages are best avoided as they may not appeal to everyone. |
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And finally, check your message |
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E-mail is just as sensitive to spelling and grammar mistakes as print and direct mail. Always check the content thoroughly for readability and clarity before clicking the send button or sending transmission. |
