When you need to send your customer an e-mail, spending a little time crafting the perfect document can go a long way.
These days, everyone is battling a full inbox. You, your employees, and your customers are all trying to find ways to get their to-do list down to zero, and unnecessary or frustrating e-mails certainly don’t help that cause. Here are a few mistakes to avoid making when drafting customer e-mails so that you don’t waste your client’s time—or your own!
- Not having a direct purpose or cause to action. When e-mailing a customer, you should have a very specific outcome in mind. What are you hoping to achieve? You don’t want to invade their inbox in a meaningless way—what’s the goal, here? Are you trying to get them to make a purchase, leave you feedback, or sign up for a program? Make the call to action incredibly direct so that they know why you’re writing to them.
- Sounding like a robot. When you open an e-mail and are faced with a bunch of technical mumbo-jumbo that doesn’t feel like it was written for you, it feels obnoxious. Use your e-mail marketing software to at least personalize each e-mail with your customer’s name, and try to edit your e-mail to feel more down-to-earth. Read it aloud, and see if it sounds how you’d actually speak. For instance, I highly doubt you’d walk up to a customer and say “Hi, Sir or Madam,” so your e-mail shouldn’t start that way, either.
- Forgetting your preheader text. Your preheader text is the little chunk of text that customers will see right under the subject line before they click on your e-mail. It’s the first few words of your e-mail, and it should say something meaningful! Even above your greeting, consider writing a line or two of what the e-mail includes so that they can tell before they click on it what they’ll be reading.
- Using superfluous words or phrases. When we’re anxious, we tend to use phrases that are unnecessary and clunky. If your e-mail has a ton of “I just wanted to touch base on …” or “I would like to take a few minutes of your time to …” your customer can get frustrated with walls of text. The goal of every line of text should be to get the customer to read the next line. If they aren’t, they won’t be attracted to your call to action, and your e-mail has failed. Your notes to customers should be short, sincere, and to the point.