We use emails in both formal and informal communication. Sometimes when emailing is part of our work, we lose sight of the big picture. We don’t stop to consider how welcome or annoying they are for the recipients. Thinking inside the box, however, may often be the cause for the lack of efficiency revealed by metrics, or simply by the general conclusion that things are stuck.
So the question is how much do emails serve our interests – and what can we do to better this way of communication.
GDPR prompts for the companies to reconsider their direct emailing policies
Without diving into the GDPR subject (surely by now you must know what is it, what are the consequences and how it’s supposed to work), what stands out in the matter of emailing is that you should send your electronic messages only to those who have agreed to receive them.
Therefore, all databases are to be cleaned up and refreshed. One of the tricks here is that many companies took advantage of the moment by sending good bye – welcome messages. In one last effort of keeping or re-engaging their audience, they hit a “send to all”, asking customers whether they agree to future emails. Now, each organization may have had a different understanding of how to approach this. Not rarely an email from a persistent spam-like sender showed up, warning us about the perils of us as receivers being deprived of their emails in the future. The moment is delicate – and if your content used to be routine content, you would better find a way to show that you care and are willing to improve this. Otherwise, why wouldn’t your recipient scroll down straight to unsubscribe?
Acquiring new recipients might be tricky. You could add a paragraph that encourages your already loyal recipients to share the email content, in the hope of reaching other potential correspondents. Someone else sharing your emails to a third party is great – you would only have the final recipient’s address in the moment of his/her decision that your emails are interesting and great to have in the future.
Get creative, while also respectful in business emailing. You may check other recommendations here.
Make your emails kind
Remember that feeling when you have not such a good day at work, but you find something that makes it better. Regardless of what they sell, introduce or communicate, your emails need to be that something. Great visuals, a joke, a new and interesting fact or nugget of wisdom – we are living in a sad world that always needs a drop of kindness.
Stop repeating clichés. Don’t use bulk emails created in an underdeveloped economy by tired people, pushed by mean managers. It may seem an exaggeration, but it is not. When conceived in un-kind environments, products cannot carry kindness – beware of this when you choose who and how will take the task of engaging your customers.
Of course, in B2B communications, for example, peers tend not to sanction content for what it is, since they feel the need to stay in the loop. I don’t imagine you’ve ever sent or received an email answer pointing out why a certain content is uninteresting, flat, repetitive, and beside the point. But perhaps we should all do that. Take a minute and politely tell the sender why is it that his/her message is not the right one for us. Although it is doubtful whether our reply would trigger changes, it would be a good step forward.
Boring is not an option
Our time to spare is valuable. Going through countless messages that beat about the bush simply won’t do it when it comes to being efficient.
If you have a product or quantifiable service, include the cost in your message. If it is a baseline cost – state it as such. But don’t wrap it in a couple of messages that say nothing about one of the most important elements of your offer – the price.
Interesting, fun, to-the-point emails could revive and revamp this means of communication. Haters would have less things to pick on, and those who in fact, like emailing could again look forward to opening them.
Why don’t we try it?
And if you need numbers, we stumbled upon this site.