Etiquette is important in nearly every aspect of life. We expect people to say things like “please” and “thank you,” or to resist the urge to cut in front of someone while waiting in line.
When it comes to a display of etiquette, one of the most important areas of life that we need to pay close attention to is in business, including email marketing practices.
How do you practice email etiquette? Let’s start by looking at what email etiquette is in the first place.
What is email etiquette and how do you practice it?
Etiquette refers to your manners. You’ll want to show proper manners when emailing your subscribers, whether you’re sending out automated emails during a campaign or responding to an individual subscriber’s request for more information.
Proper etiquette means that you write with decorum and professionalism. Of course, you can be more casual at times, depending on your brand and who specifically you’re addressing in your email.
For example, it’s perfectly fine to write informally to your friends, families, or even your colleagues, but customers should always receive your highest level of professionalism.
How do you practice email etiquette? Here are just a few ways to show your email recipients the courtesy and respect they deserve.
Let your audience know who you are and why you’re writing.
People on your list likely receive dozens of emails every single day which can make their inbox a busy place.
Practice proper email etiquette by:
- Making sure your subject line is clear and concise.
- Including an email signature with every email you send.
Make sure every aspect of your email is professional.
When crafting your email content, keep things professional. Granted, you need to stay true to your brand’s voice, so as to avoid confusion and maintain continuity. For example, accountants typically come across as more buttoned-up than a life coach specializing in chakra cleansing.
However, that doesn’t mean that professionalism should go out the window. Even a fun-loving, relaxed brand needs to show some level of professionalism.
You can do this by keeping your message clear. Never assume your audience knows what you’re talking about or what action you want them to take next.
Some other tips:
- Avoid slang.
- Use proper spelling and grammar.
- Use exclamation points sparingly.
How to measure your success: Are people responding positively to your emails?
How do you know if your emails miss the mark? Pay attention to your analytics.
If you notice a spike in your unsubscribe rate, the issue might be your email etiquette. Although other variables can affect your unsubscribe rate, it’s important to remember that this can occur due to a lack of professionalism.
Also evaluate your open and click-through rates. If you find that you’re not getting the numbers you want, you’ll need to dig into what’s causing the drop.
Does it really matter?
Email etiquette is not something you should neglect. Billions of emails are sent every single day, many of which are marketing emails.
The average person receives between 120-130 emails every day.
You need to stand out from the crowd—for the right reasons.
While sorting through their inbox, you want your subscribers to be excited to open your emails. The best way to do that is to leave them with a good impression every time you send them an email.
Ultimately, practicing good email etiquette will reduce the likelihood that you end up with a high unsubscribe rate. It’ll also ensure that your subscribers stick with you and eventually convert into loyal, paying customers.
Make it a goal to practice good email etiquette with every marketing email you send, and don’t forget to keep an eye on your analytics too. Doing so will help you figure out if you need to adjust your tone, subject lines, design, or whether your segmentation practices need some work.