A well crafted email can do more than you think. It reaches your customer directly when you need it. Whether it's a newsletter or a transactional message, it gives you access straight into your customer's personal inbox. You don't have to wait for the customer to come to you on their own.
The Central Statistical Office reports that for 65.9 % of Polish internet users, checking their email is the most important purpose when using the internet. Therefore, treat each message like a user interface. Design it like you do it with other elements of the service, and you will see how much you can gain!
In this text, we mainly focus on messages related to the sales process (confirmations, transactional emails, automation emails, etc.), but most of them can and should also be applied to newsletters.
Four key principles
A 2018 study by Redlink found that as many as 46% of users receive more than 10 marketing emails per day. According to other data, the average office worker apparently receives 121 emails. That is, we get a lot of messages and we spend a lot of time on them. How do you get through so you don't end up in the trash right away?
1. send only what is necessary
Keep it short on the Internet and even shorter on e-mail. Let the content of the message be prepared by someone who knows what and how to write and will do it correctly. It is also best to research your e-mails so that they contain what the user really needs.
2. Let email be a model of best customer service
E-mail builds the image of the company and increases the confidence of users in it. It should respect users' time and inform them quickly and factually about what they need to know. A well-designed email can do wonders for a company's reputation. At the same time, a poorly designed email can undermine the credibility of the sender.
3. ensure that the message contains all the necessary information
The right content will ensure that the customer does not have to ask for details by email or phone. More and more films remove contact details from emails, but this is not the way to go. The lack of easily accessible data can be very irritating for the user. It is better to ensure that the e-mail answers all frequently asked questions in an understandable way.
4. polish your messages
Let an e-mail from you be not only pretty, well-designed, factually written, but also perfectly refined in terms of correctness. A spelling mistake, a triple space, a misplaced comma or an incorrect grammar form can all negatively affect the reception of your message. If there are many errors, the recipient may think that your message is a scam or phishing. Of course, some users won't notice anything, but some will quickly spot the smallest mistakes and may even laugh at them on social media.
25 characters for the sender
The first element that determines whether your message will end up in the trash, so it's worth optimising. Ideally, the 'From' field should include a recognisable name for your brand. You might consider adding a feature that differentiates a transactional email from an advertising email, such as "Mobee Dick Orders". The name in the sender field should be short, as most inboxes just cut them off.
Recommended numbers vary depending on which email client the recipient uses, but the Nielsen Norman Group's recommended number of characters is 20 to 25.
Subject: short and specific
The second element that determines whether your message goes in the bin. A good message subject line is gold. Make it concise and include keywords so that the recipient quickly knows what to expect from the content. If the message requires the recipient to take action, let them know in the subject line. And what to avoid?
Above all, don't waste space in the subject line on the company name if you already put it in the sender field. Do not use capital letters and avoid exclamation marks. If you are considering using emoji in the subject line, remember that this should be aligned with your company's tone of voice guidelines.
There's a lot of research showing that the right emoticons in the subject line improve some important metrics (e.g. read rate), but since we're bombarded with them from all over the place, it's a good idea to keep things light. If you're sending out a lot of transactional emails, it's a good idea to keep your subject lines consistent (e.g. each email related to a particular order could include the order number at the beginning or end of the subject line, plus what the email is about).
Intitulation for six
First of all, the addressative phrase (e.g. "Dear Sirs") is followed by a comma and the body of the e-mail starts on a new line with a lower case letter. Alternatively, you can greet the recipient with an exclamation mark (e.g. "Good morning!"), in which case you use a capital letter on the new line. If you are addressing the customer directly and informally, remember to use vocatives and separate them with commas (e.g. "Hi, Tom,").
As far as possible, avoid forms with the verb 'hello', which are considered inappropriate or even rude by many users, and there are good reasons for this. While "hello" is relatively neutral, "hello" or "welcome" is much more nuanced and may be perceived as exalting the sender.
Worth recommending is the form "Good morning", which is very neutral, natural and polite. It can be used at any time of the day, including in automated correspondence, which sometimes goes out in the middle of the night. In fact, you never know when the recipient will open the message, and "good evening" is reserved for closer acquaintances.