Is email marketing your weakest link?

What is your most important marketing tool?

Advertising? Blogging? Videos? SEO?

How about none of the above. After people have seen all the internet marketing “special effects” they are probably going to send you an email.

And how you reply to that email will determine how the relationship will go forward.

We’ve all known incredibly nice people who are terrible on email. My dad is one. Every email he sends is all caps and never has a greeting or goodbye attached.

I know my dad, so I know it’s not personal. He’s just not up to speed on email etiquette. He’s also retired, so he’s not costing anyone anything with his accidental obnoxiousness (and I mean that in the nicest way pops).

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But if you’re running a business, email etiquette is not something you can afford to let slide for yourself or your employees.

I once had a client who was so abrasive in emails, I often had to walk away from my computer and make a cup of coffee before I would respond.

And then when I called him, he was very pleasant. It was just that his ALL CAPS for emphasis, along with a lack of greeting or a goodbye, made what would otherwise be a normal business interaction come across as very abrasive.

So here are some tips for you to use yourself and pass along to everyone in your company with an email address.

1.  Always start with a greeting.
2. “Hi {first name}” is better than “Hello.”
3. Be casual in the the communication, but always try to come across as helpful.
4. DON’T USE ALL CAPS FOR ANY REASON. It’s as rude and off-putting to colleagues as it is to clients.
5. End your emails with a good-bye and your first name. I generally end my emails with Cheers or Thanks.
6. Have a signature with full name, position, phone number, Skype, LinkedIn and website.

 Follow these six simple rules and you and your team will have plugged one of the easiest holes to fix in your sales cycle. Did I miss something? What other things would you include (or exclude) in an email?

Aidan Crawford

Aidan Crawford is president of Short Circuit Media. His main job is helping consultants, trainers and professional speakers get their marketing in order by creating and implementing strategies to help them reach their target audiences.


Let’s have a quick chat about your marketing goals and see how I can help.