Email is one of the most effective ways of communicating, and building relationship with your customers, however, if it is not done right, it can also drive away your customers. Especially if you relay on email to market your products, you do not want to frustrate and offend them.
There are plenty of information on what are the things you need to do in your email responses, over here I am going to talk about something that is least touched on, that is, what you need to avoid if you want to keep your customers.
1. Never start the unsubscribe section with the phrase ‘This is not spam.’ or ‘Our intent is not to spam’! Your intention may be good, trying to tell your customer that you are not spamming them but in actual fact whoever receive the email will get the wrong impression that you are. It is good to keep your unsubscribe section as simple as possible. Simple is good.
2. Do not leave too much whitespace between your signature and the unsubscribe section. Why? It only give your customer the impression that you are trying to hide it from them. Trust! If you are adding value to the life or business of your customer, why worry that he will unsubscribe from your mailing list.
3. Remember to put in the link at the appropriate place where you are asking your customer for further action. There is no point putting in the word ‘Order Now’ without bring your customer to the page where he can place his order. This may sound trivial but there are times where we do forget to do this important step.
4. Do not type the word ‘free’ as ‘F*R*E*E’. There are times when we need to use this word, we tend to separate the F, R and E with asterix to avoid being filtered by the email spam filter. Actually such mail may be distasteful to some recipients as we are bombarded with too many spam mails worded in such nature everyday and will only make your mail look like a spam mail. In fact, if your email is properly worded it will not be filtered even if you the word ‘free’ as it is.
5. Never CC or BCC your response to your customer to other people. Your response to your customer should be personal, respecting your customer for his business. No one feels good when he see a response from you that is copied to other people. Also, technically it may affect the long term email deliverability if your list long.
6. No physical address or contact. This may imply CAN-Spam and also may affect the trust of the customer. They may feel that you are afraid of them paying you a visit – doesn’t give a good impression on your business. There should be a place where you can receive physical mail, you can also use a PO Box if you do not have an office address and not comfortable in giving your home address.
‘You always pass failure on the way to success.’ – Mickey Rooney
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