As we embark on a new year, you probably have a list of goals and resolutions you’re eager to tackle for your business. Email marketing might be one of them.

If email is how you primarily communicate with both loyal and prospective clients, how should you structure your email?

For every email distributed, the goal is to get results, whether a new sale or new client. To achieve results, you need to evaluate your goals and how an email will support them in order to craft something that will inspire action.

Take a look at some of our tried and true tips to help you get started…

Check Your Tone

In other words, decide if the message is more formal or informal. Figuring this out could depend on who you are addressing and also the relationship you have with the person.

Which is better?

The answer always depends on the recipient; for instance:

• An informal tone may lend the message a more personal and conversational feel. This might take the pressure off of you and the recipient.
• If you are beginning a new relationship with a client or employee, or are in a position of authority, it might be more appropriate for the messages to at least being on a more formal note.

Let’s dive into the nuances of an effective email with some more details…

The Do’s of a Dutiful Email

A blank canvas can sometimes be overwhelming. That’s why a little guidance goes a long way. Starting with these steps, your next email will practically write itself.

First, let’s begin with your subject line.

Ask yourself, What do I want to say? What is the purpose or goal of this correspondence?

With a subject line, you want to be informative and specific, but also concise. And you can manage both, whether the message needs to be formal or informal.

For instance, the subject line of a formal email might include more informative details. Something like, “Upcoming Company Brunch: Tuesday, 11:30 a.m.”

With an informal/casual email, you only need say, “Tuesday Brunch!”

Next up is your salutation.

Who are you addressing in your formal email? Does it happen to be one person? “Dear Joe Smith” Or, is it a group of people? “Attention: Marketing Staff!”

You will want to be direct in a formal email, start with ‘Dear’ and end with a comma. In a casual email, you can be more conversational. How would you address this person in person? You could say, “Hey, Cassie!” Or, “Hello, Everyone!”

After the quick hello, let’s refer back to the subject line to remember what this is about and then write our message. In a formal email, this may only need to be a few sentences to get the point across. You will use full sentences and proper grammar. No emoticons should be present. In a more casual email, you should still use full sentences but there is more wiggle room when it comes to using a smiley face or two. 

Lastly, to close out your email, be sure include your signature. In a formal email, you would say, “Sincerely, (your full name here).” In a casual email, you can sign off with whatever sounds right, which could be something as simple as, “Talk soon, (first name only).” 

The Don’t’s of a Doubtful Email

Try to resist using the words “urgent” or “important” in a subject line unless the message truly is. If this term gets tossed into every subject line of every email you write, the word loses its power.

The salutation, “To whom it may concern,” is not a fan favorite anymore. Personalization is always more impressive and appreciated. Just think about when you’ve applied for a job and had to craft a cover letter. Taking the extra step of researching who the hiring manager likely made your cover letter stand out.

Finally, always take the time to conduct some quality control before you hit send!

• Check for spelling errors! Some may slip by so take the extra few minutes to check just one more time.
• Check, and double-check that all names are spelled correctly. Autocorrect will not be able to catch these. 
• Check once again that all of your links work, the information is accurate, and that all dates are accurate.

Would you rather not sweat your next email campaign? Trust our team to structure your emails when you’re eager to make the right impression.