Business email has revolutionised customer service. It is instant, cost-effective and can be a powerful tool, building a relationship with customers. Unfortunately business email can leave the reputation of a business damaged, customers irritated and do more harm than good.
Here are a few tips:
Be prompt. Customers use email expecting to receive a quick reply; even if it is just a holding response.
Get to the point. If you have not captured someone’s attention in the first five seconds of reading you are not going to.
Be relevant. You are sending a business email for a purpose, not just to have a chat.
Get the tone right. Email can be fun and relatively informal, but tailor the language and tone to your audience. A serious sales pitch, addressing a complaint and a small business newsletter would all be very different.
Don’t be too casual. Remember the usual courtesies such as addressing your audience properly. (Dr., Mr. etc.).
Be accurate. Poor spelling and grammar will put off your audience. As will poor structure and flow.
Size matters. Before sending out emails with large amounts of graphics or attachments, check the recipient’s mail box settings. Will they be able to receive your message?
Should I send it? Is it really a business email? Would another medium be more appropriate for your communication?
Some things should be avoided. Never send an email that could be construed as offensive. It is dangerous to presume how well you know your audience.