Avoiding the Trash Can

Emails are no different than any other type of interaction. You only get one chance to make a positive first impression and for emails that first impression usually is made in the subject line.  Avoid using all CAPS, more than one explanation point or words such as "warning", "you need to take action or else" or similar types of messages.  Use the subject line to inform recipients how they can benefit from opening your email.

 

Get to the point and your call-to-action in as few words as possible.

 

Trial-test emails to make sure they provide the appearance you want on all devices, including desktops, tablets and smart phones.

 

Make sure the message matches reality.  You may believe you are the best decorative plumbing and hardware showroom in the world, but that's difficult to prove and most likely will not be believed. However, if you were recently honored with industry awards, that's something to boast about.

 

Always use the recipient's first name, if you know it, when crafting your messages.

 

Don't ask for the sale in an email.  Next time you go to Starbucks, observe those people in line.  Most likely you will find that many of them are reading their emails.  Do you actually believe your request to have a contract signed would be well received by any of those folks?  Use email to inform, educate and build relationships. Above all, email campaigns should always look through the lens of the customer and be 100% about the customers and their needs.

 

Never insult the competition.  Instead describe why it is in the client's best interest to rely on your services as opposed to the showroom down the street.

 

Emails are comparable to commercials on television and radio. They serve to interrupt.  A better way to engage is to ask for permission to continue a conversation by providing information that is useful to the prospect.

 

What are some of your best email campaign tips? Please share your thoughts on the

DPHA Facebook page or with our LinkedIn group.