This is a summary of an Evolve The Com webinar on Business Email Communications. Watch the replay here.
How you present yourself to the world is your brand. From the clothes you wear to the haircut you have. The choices we make become our brand. This is the same “brand” concept here as it applies to our email brand. What are the three words that you would like others to feel when they get your emails?
The following are four principles that should guide all email communication standards and best practices:
1. Clarity, Tone, and Brevity in Emails
- Clarity: Achieved through active listening and clarifying questions. Restate key elements for confirmation.
- Tone: Be friendly, personable, and professional. Incorporate personalization appropriate to the relationship.
- Brevity: Provide enough context but avoid overwhelming the reader. Use precise language to elicit specific responses.
2. Email Structure
- To, CC, BCC: Use wisely to ensure the right people are in the loop.
- Subject Line: Clear and reflective of the email’s content. Mentioning your business name in the subject line can clarify context.
- Greeting: Personalization is key. Spell the recipient’s name correctly.
- Body: Use bullet points, highlight important text, and always include next steps or a call to action.
- Signature: Full name, contact information, and social media links.
3. Setting Email Standards
- Proactive Communication: Anticipate and address potential questions and concerns. “No news is still news” – keeping stakeholders informed, even when there are no updates, maintains trust and transparency.
- Responding to Criticism: View criticism as a growth opportunity.
- Consistency: Maintain a consistent response time and communication flow.
4. Follow-up and Follow-Through
- “Potential customers who receive an email response within one hour are seven times more likely to close a sale than if they receive a reply within two hours.”
- Responsiveness: Aim to reply within one business day.
- Communication Flow: Establish clear expectations and address uncertainty.
- Asking for Help: Be open to seeking assistance when unsure or overwhelmed.