10 Things You Should Stop Doing In A Professional Email
When talking about mistakes in the mailing list, you most likely imagine boring text, ridiculous design, and crumpled layout. All of this is true, but sometimes little things spoil the letter. Moreover, the case may end not only with a spoiled impression but also with the blocking of the sending domain.
To ensure that letters arrive in the right folder and inspire users, we have collected ten non-obvious mistakes when composing a professional email.
Things to STOP Doing in a Professional Email
#1. Writing like a Pure Salesman
Don’t use insistent trigger words and sales phrases like “BUY !!!” or “SPECIAL OFFER!” – the reader will simply block you. Moreover, spam filters determine whether to let your emails pass or accrue spam points for:
Write such letters as you yourself would like to receive. Instead of thinking, “What do I want to say,” ask yourself, “What will be useful to clients in my letter?” By the way, for this reason, personal pronouns on the CTA buttons work well.
#2. Avoiding Email Tests before Sending
HTML email looks different depending on the program that is used to view it. Just because an email looks good in the preview window, or when you send a test email to yourself, doesn’t mean recipients will see it the same way.
Set up several accounts with email marketing services, or even better, test the letter on different computers and operating systems.
#3. Sending from a Personal Address
When inviting clients to your office, would you prefer to host people in a large business center or an extra bedroom in your home? The same goes for email marketing. Don’t send newsletters from personal email. You have a website, right? Use your site’s domain by creating an additional address [email protected] for newsletters.
#4. Ignoring Buttons
You can’t do two things with buttons in a letter – forget about them and put too many of them. A letter without a button is a letter without motivation.
The button encourages you to make a purchase, view the catalog, and take part in the drawing. It also serves as a navigator: it tells the subscriber where to click to get what they want.
The second extreme is an excessive passion for buttons. When there are too many of them in an email, the user’s attention is scattered. For example, you are making a promotional letter. It’s better to leave one button “Buy at a discount” than to split the subscriber’s actions into many small ones “Find out the promotion conditions,” “View the catalog,” “Put in the cart.”
#5. Using too “tricky” headlines
We constantly see the same mistake – too “tricky” headlines luring readers in not the most honest way.
Usually, there is the following situation: the headline implies the disclosure of certain information in the body of the letter, but when you go into the letter itself, you understand that this is not exactly what was intended. Such tricks kill trust and are not worth a click.
#6. Not Including Visual Content
Use at least one picture in your letter. Every split test done by email marketing specialists indicates that people are more likely to open emails with visual attachments. By the way, many brands these days are wisely investing in video marketing.
There are several reasons why video and email work well together. First, all the benefits of email marketing apply to video email marketing as well: it’s direct, easy to measure, and you can include video content in any email funnel.
But there is a simpler answer: people love videos. 69% of consumers say they would rather watch a video to learn about a new product or service. Only 18% would prefer to read the text. However, be sure that your video will open on any device, it will be optimized for the size of all gadgets and will be of a universal format.
Today it is MP4 that is considered to be the most widespread. Therefore, if suddenly your editing specialist saved a video in a rare format like VHS or AVCHD, be sure to find out how to convert AVCHD to MP4.
#7. Including ONLY Pictures
You cannot use only pictures to create mailings. All content will be absent if the person in the settings has marked “don’t show pictures.”
Sometimes people simply don’t understand that a picture can be clicked on, and heavy emails filled with only pictures can be placed in the “spam” folder. And, in general, such a letter looks like a giant advertisement. This is one of the worst email marketing examples.
#8. Abandoning Grammar Mistakes
Grammar and spelling mistakes can happen to literally anyone, even professionals.
But if your friend forgives you for a typo or mistake, colleagues, investors, or clients are unlikely to ignore the incident. Sometimes mistakes or misspellings can give a completely different meaning to a word or sentence, thereby conveying incorrect information or completely confusing the recipient.
Grammatical and spelling mistakes say a lot about your reliability and professionalism, so they should be avoided at all costs. Use Grammarly – it makes editing and proofreading much easier.
#9. Using a Ton of Emojis
When writing a professional email, it’s best to avoid abbreviations and a huge amount of emoji.
Well, if you cannot live without emojis usage, then it is permissible to use 1-2 of them, but you must understand that even such a trifle as a yellow ball with a smile also compiles an impression about you.
#10. Sending Emails at the Wrong Time
Sending business emails late at night or on weekends will show your unprofessionalism. Sending professional emails outside of business hours, usually between 8:00 am and 5:00 pm, can leave a negative impression on your personality, lacking time management skills and feeling desperate.
Stick to sending emails during business hours. This is the most winning strategy.