These days, communicating to prospective customers is also done using direct communication tools like emails. Following care must be taken while executing any such communication campaign.
Email List Database
- Our company must maintain an active list of email addresses of customers whom we send regular emails.
- Make sure that the database of the email addresses is correct and updated regularly.
- If the email database is old, it may have many email addresses which are no longer used by the recipient. Sending emails to such addresses will result into a lot of bounced or undelivered mails. If a large number of emails sent by us bounce, the email service may blacklist us and prevent us from sending emails.
- Do not send emails to people who have not voluntarily subscribed to our mailing list. If we send to such email addresses, email service providers may treat our emails as “spam” and send them to “Spam” or “Junk” folders of the recipients. This will result into a failed communication.
- Use the right mailing services. There are many authentic (paid as well as free) services available on the Internet, which allow maintaining of email list and designing and sending emails. They also allow for many additional facilities like scheduling, response tracking etc.
- Based on the bounced emails, get the invalid email addresses deleted from the database immediately.
Email Content
- Prepare the email content in a format which will be received properly by the receivers.
- Check it on various web browsers, before sending.
- Also check for mobile compatibility, i.e. how will it appear on mobile phones.
- Ensure proper grammar and spellings in the content.
- If we have given any links to our web pages etc. in the email, confirm that they are working properly. Also keep those web pages updated properly.
- If possible, do not send any attachments along with the email. People hate unwanted mails with huge attachments. It clogs their inboxes, bandwidths and also wastes their time.
- Write attractive subject line. It should be short, error-free, meaningful and relevant to the content.
- Check the “Sender’s Name” that will appear on the receiver’s inbox. Keep it correct.
Other Considerations
- Either send emails to individual recipients (one at a time) or if you are including more than one email addresses in one single dispatch, put all the names in the BCC, such that every recipient can’t see the names of the other recipients. Remember, nobody likes their email ID being disclosed to other fifty strangers. They will hate us for doing so.
- Check the sender’s email ID and “Reply to” email ID and ensure that they are correct.
- Do not send emails on a Monday morning. People are generally busier that day and have to check a lot of emails. So our email may be ignored. Choose the right day and time.
- Do not send too many emails, too frequently. Nobody likes spam.
(Expert advice to GROW your business wherever you are, whenever you want.
SMEBusinessGuide.com… https://goo.gl/E3pfoQ)
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