Email: A Proven Way to Keep in Contact With Your Clients

Use Email Wisely

Many business people complain about spending hours each day going through a large number of emails, only half of which are relevant.

In order to avoid overloading recipients with unnecessary emails and to increase the effectiveness of your emails, make sure you only send essential messages and follow the guidelines below.

Your message will depend on the context of the email you’re sending.

Here are some common types of emails

  • Lead nurturing – these emails will typically be organized into a series of messages that you set to send out automatically over a period of time
  • Stand-alone – for when you want readers to complete one action, e.g. read your latest blog post, sign up for your webinar
  • Survey emails – to send out a link to a short survey or request ideas on a product or offer in development
  • Promotional emails – when you have a new product on sale or an offer coming up.

Whatever your context, if you want an immediate answer then email may not be your best medium. You can’t assume people are sitting at their desks waiting for an email from you.

Complex and sensitive matters are usually better handled in person, and discussions involving groups of five or more people – as well as negotiations likely to generate conflict – can be more effectively conducted in online collaborative environments or meetings.

Email Guidelines

Write clearly and don’t overload the text. If you’re covering a number of points in one email, then use bullets and number your questions so people see them all.

Remember that a real person will read your emails. Consider the reader’s point of view and their possible reactions to what you’ve written, then rewrite if necessary.

Make sure your emails are positive and constructive. This will help you build stronger working relationships with the people reading your messages.

If you feel upset or angry, wait until you’re calmer and able to write a more professional message.

Avoid forwarding threads containing negative comments expressed by other people. Remember, you can end up embarrassed by sharing content you didn’t mean everyone to see.

Choose a simple layout design or send text-only messages. Many people say they prefer those to heavily designed, HTML emails full of photos. Try different formats and see if this influences the click-through rate.

Make sure your emails are optimized for mobile delivery.

Think again and check before you press “send.”

Keep in touch with your clients or customers regularly with email messages offering something that will help them with their business. Don’t try to sell anything in these emails. This is a tried and true form of successful marketing.


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