A lot has been written about things one should or should not do when emailing clients or prospects. In line with our online marketing best practices suite of articles, we want to further discuss emailing, as a great way to market a business. However, if not properly handled, emailing can go very, very wrong and have an opposite result to what had been initially intended.
We have been receiving a lot of emails for our Marketing department. All legit I may add, since they have passed our filters. Over the years, we’ve experienced ourselves what works, and what doesn’t from a customer standpoint.
Check out some recent real-life email examples:
- Do not email everyone in your list
Ok, you have done a great job in putting your subscriber list together and your prospects and customers have agreed to receive your email. That doesn’t mean you can start spamming everybody with the same content.
I’m xxx . For the past 10 years, our xxx has helped MSP’s (managed service providers) like yourself develop cloud based services to offer their clients directly and privately. I also wrote to xxx, xxx and xxx from your company in this regard.”
If you have few names from the same company, do a little research to find out who may be the right contact person for you. Spend time to plan your content and send only relevant information to the right people.
- Do not claim that you have met and discussed with somebody, unless this has actually happened
Here is an example of an email I have received and thought, “Does this person have any idea who I actually am?”
“It’s been little over two weeks since we met during xxx Conference 2015 in Denver. I just wanted to circle back and see if you had a chance to try the xxx business pack worth xxx we had discussed at the booth.”
Hmm….our company was represented at this event, but not by me. When you directly email somebody, make sure you are addressing the right person and ensure your personalized message is accurate before hitting the send button.
- Do your research
Here’s an email I have recently received:
I see that xxx has a nice website, but no live chat. You do everything to attract visitors on your website. But once they get there, you don’t do anything proactively with them. With live chat you can have real time contact with potential customers, before they go to the competition.“
OK, panic ensues. We definitely have a chat option. So what happened, bug on our website? I rush to check. The chat option is right there. So where does the above come from? Irrelevant information can be caused by wrong segmentation and results in prospects receiving an email that has nothing to do with their interests or needs.
- Do not mislead your addressee
“Important update-We have new Resellers for your company”
At first view, that sounds interesting since we work with Resellers (details in this article) and it managed to attract my attention. At a second view, I realized this was a misleading email title and the email content had nothing to do with this claim. Once your addressees figure out they have been tricked, the list of unsubscribers will go up and your company’s reputation will go down. such emails end up causing more damage than good!
- Mind the time zone
Not rocket science, but always a good reminder! When pitching for a specific event or inviting someone to join an activity, do not forget to check the timezone of your recipient and send the information on time. Here is what I have recently received:
“Our xxxx Speaking Today At xxx event in India!
Greetings! We are thrilled to inform you all that our very own xxxx will be a featured speaker at xxxxx India. We encourage you all to login for the live broadcast.”
Strange, it was already 11:00 pm in India at the time I received this reminder, the event was long past. As a rule of thumb, always check your recipients’ time zone and plan your emailing accordingly.
- Don’t be pushy
When you’re sending your prospects regular emails, avoid aggressive language, getting crazy with the exclamation points and use proper capitalization.
“We have xxx across North America,Australia, EMEA, LATAM and APAC. Are you looking for support to plan your marketing campaigns? Also let me know if you are looking for any other markets. Please let me know if you would like to know more.”
Two days later:
“I just wanted to follow-up to see if you were interested in xxx? Let me know if you have any Questions or Comments for me? We look forward to connect with you and understand what we can do for you. Keep me posted for any additional information.”
Sending too many emails is another blunder to be avoided. Your audience probably has a full inbox already, don’t add to it by sending excessive emails. Doing this can lead to unsubscribes or being flagged as spam, defeating your goal of getting your subscribers’ (positive) attention.
- Accept when it’s over
Statistics say that 80% of sales require 5 follow-ups. The value of persisting in following up is important, especially for higher value sales. However, if you’ve already emailed a few times without reply, it may be worth directly asking your addressee whether to stop following up. Most people appreciate honesty and don’t want to waste someone’s time, so chances are that they’ll respond and let you know one way or another.
Have you received funny or annoying email bloopers? We would love to hear them! Please share them in the comments section.