It's a common complaint. People get soooo much email. So, as business owners, how do we still use email but not drive our customers crazy?
1. Keep it simple.
No need for multiple columns or fancy designs anymore. People are reading their email on their phone and you need to keep your communication to a one column design.
2. Once a week
Try to keep your communication no more than once a week. Be simple and use bullet points, when you can. Think of busy people checking their email on the go. You want to be clear and concise!
3. Be entertaining!
Have a lighter tone in your email (not corporate or formal) and make people want to read your emails. If you're always boring or rude or forceful, they'll delete it without even opening it.
4. Be conversational
As you're writing, think of one person in your mind. Write like you're writing to a friend. It will be so much more enjoyable for everyone to read. Drop the formal tone. Just be yourself!
4. Use a BIG font!
You can't always control how your email will look on a mobile device, but you can help by making your font BIG when you send it. When the font is too tiny, it's frustrating to try to squeeze and pinch and try to read all the words!
4. Use a REAL email provider.
No more Outlook. No more gmail. If you are running a company, and sending bulk emails, you must use a real email provider, like Mail Chimp (our favorite). First of all, it's much easier to keep track of your lists and email contacts. Secondly, it's the law that people must be able to opt out of your list. You must have an "unsubscribe" link at the bottom of your email.
(Obviously I'm not talking about emails to one person. I'm talking about your mailing list, advertisements, sending out your blog, or emailing your newsletter. Yes, still use gmail for every day emailing!)
5. Be consistent
If you're running a company, I know things get busy and crazy. But make it your goal to email your list at least once a month. Once a week is better. When you disappear and go silent, it can be very confusing when you show up in their inbox again. "Who is this again??" they will ask. And if it's been awhile, come right out and introduce yourself again! It will help.
6. Open Rates
If you're watching the open rate statistics in your email provider, don't get discouraged. The numbers aren't always accurate for people reading your emails on their phones (which is almost everyone). One tip to increase your open rate is to use a very causal subject line, like you are writing to a friend. This makes people curious and they want to read what you've written.
7. Broadcast on multiple "channels"
When you send an email, be sure to send the SAME message in multiple ways. Post it on Facebook, post it on your blog, hang up flyers in your brick and mortar location, or hand out flyers. People need to see a message multiple times, and plus, there's always that one guy with 2,000 unread emails. Send your info in multiple ways and you're more likely to be heard.
Remember--our world is noisy and filled with information and messages. Be interesting and conversational and keep it simple. Focus on connecting with your reader! Then your message will be heard!
Hi, I'm Jen Hickle!
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