Never use ALL CAPS
If asked who among us is guilty of capitalizing whole sentences in text messages, I’ll be the first to raise my hand. But in an email coming from a company, important or emotive words are best conveyed with italics. You can even bold the words (if you must), but never capitalize them.
Avoid using more than a couple of exclamation points
I couldn’t even bring myself to put exclamation points in the line above, so you should be able to refrain from doing so in emails going to valued or prospective customers. Too many exclamation points will make your otherwise professional email read like a 6-year-old’s birthday party invitation.
Scale back on the number of images
Studies show that people respond best to short, informative emails that use one font, one font size, and minimal — if any — images. Unless the email you’re sending contains a full-color ad linking to 100 percent off at Macy’s, consider scaling back on the imagery.
Don’t mislead people into opening your email
Using “Re:” or “Fw:” in email marketing should be outlawed. They’re 5 rungs higher on the dishonesty ladder than using a subject line that reads: “Hi [name], have a second to chat?” If the recipient can’t trust you to catch their attention using honest (yet persuasive; it’s still email marketing) language, how can they be expected to trust you with their business?
Give email recipients the right to opt-in…
You don’t want to be labeled a spammer. By allowing people to choose whether or not to receive your company’s communications, you’re ensuring more quality leads and reducing your risk of getting flagged.
… And quit emailing people who don’t open your emails
This one is easy enough: Use an email tracking tool to see whether your emails are being opened in the first place. If they’re not, it’s a glaring sign that it’s time to stop trying to reach that person.
Space out your follow-up emails
Patience is a virtue… a potentially lucrative one at that, if it means you’re waiting a reasonable amount of time between emails. There are no magic words in email marketing (and in fact, certain words like “free,” “reminder,” and “money” are bad for subject lines), but you’re still more likely to attract people with quality content than persistent content.
Personalize your emails
Like the lure of receiving a handwritten letter in today’s digital world, it’s refreshing to see an email from a company with the correct name of the recipient and — the crux of any high-quality email campaign — relevant content. A personalized email is an experience that makes people feel known, and customers should feel understood by companies asking for their time and attention.