How many of your emails actually get your message across effectively?

Let’s take a look at 7 Tips to Ensure Your Emails Are Effective so you get more out of your emails and build better relationships with your recipients.

As our inboxes become more deluged with messages, it is important to ensure you follow a few simple tips to ensure you continue building relationships with your people and don’t have them scrolling down to the unsubscribe link.

1. Be concise
Less definitely means more. Experts say any message of more than 100 lines is considered long and it will probably not be read in it’s entirety. Even with the advances in technology, with many having high speed internet and cable, there are still many users who continue to use dial up, and often the longer the message, the longer it takes to download. Avoid confusion for your recipient by focusing on one topic per email only, with a clear call to action from your message.

2. Use attachments with care
Used carefully, attachments can be a wonderful tool however it is important to remember that another program is usually required to open this attachment, eg Adobe Acrobat, a picture viewer or an audio program. Does the recipient have the necessary program? Another issue is that as we are often so busy, the thought of waiting for these programs to start so we can open the attachment puts us off, so we ‘couldn’t be bothered’ opening the attachment. Also be aware that some attachments with strange extensions have the potential to contain viruses.

3. Be careful when you send mail to multiple recipients
It is important to never lose the trust your customers have entrusted you. When sending mail to multiple recipients, make sure the content of your message is relevant to everyone. You don’t want to annoy some people because they have no interest in what you’re sending. The most important point in this category though, is to ensure you NEVER disclose all recipient addresses in your “To” field. Privacy laws are very strict, and if you don’t have a program that customises each mail to each individual, make sure you use the ‘bcc’ and insert you addresses in the blind copy field instead.

4. Take care when formatting
Not all email programs are simple, so keep the simplest format possible. Keep lines at no more than 63 characters in width as studies have shown the range of ‘eye-scanning’ allows readers to quickly recognise and absorb the content when kept within this width. Emails are more effective when sent in text as opposed to html as many email programs do not accept the latter.

5. Allow for recipients to unsubscribe
Always provide an unsubscribe link in your mails. When someone in your list files a request to be unsubscribed, always take that request seriously. If you don’t take them off your list and keep sending them your e-mails, you are now sending them spam mail.

You and your business can get into serious trouble if you are reported as a spammer. Not only may you be reported to the authorities but you will be blacklisted by many internet service providers resulting in the loss of subscribers and many more potential subscribers.

6. Provide great content
Providing information that is relevant for your recipients is crucial for your emails to be effective and to build your list of subscribers. This content should continue to build on the benefits of your services and why they should continue to receive your messages. Educate and inform your people, and avoid ’selling’.

7. Avoid ’shop talk’
While you do want to pass on informative content and establish your credibility, you do want to gain and maintain rapport, and continue building the relationship so avoid writing in jargon or too much professional talk.

A good e-mail to your people should provide great content and continue to build on why they should receive and keep reading your messages. Don’t look to be over eager or persuasive in pushing your offerings but instead, ensure your message entertains or educates as well as provides reason for them to want to receive more from you.

Follow the above 7 Tips To Ensure Your Emails Are Effective and not only will you have fewer unsubscribes, but you will be able to massively grow your list.

By Danette Hibberd