Is email a part of your business? Many pundits believe that email is becoming less important as other communication methods like social media and texting become more popular; while this may be true, email will still be an effective marketing tool for the foreseeable future. Effective email management is still a crucial element of your overall strategy.
According to the Radicati group, worldwide users send more than 191 billion email messages every day With email volume like this, it is easy to be overwhelmed. Part of using email effectively is sorting through the noise to find the information you actually need to act on. Conversely, you also must ensure that your email messages are not lost in the chatter of your recipient's inbox.
Email management is divided into two categories; managing inbound email and managing outbound email.
Inbound email is the easiest to manage. Simple, automated filters do a passable job of eliminating spam and junk email. Once the filters have done their job, your staff should be able to handle the task of managing inbound email easily.
Outbound email is trickier to manage, and will require more effort.
You cannot control what happens to your email messages once they leave your hands. If you want to give your message the best chance of being seen by your intended recipient, you must address these three areas:
Who is your email addressed to? Did the recipient ask to receive an email from you? Your email has the best chance of being noticed when you send a message in response to a request. A subject line like "Here Is the Information You Requested" is much better than an impersonal subject line that leaves the content ambiguous.
What does your email say? A poorly written email delivers a negative message to your recipient. Sending email costs very little; since you are saving money on sending the email, take the time to edit and rewrite your message until it is perfect.
What does your email look like? Does it look good on a mobile device? If your users receive a message with strange fonts and ugly colors, they are likely to reach for the delete button. Mobile platforms are becoming more and more important; be sure to test your messages on these smaller screens to ensure that all of your users get a well-crafted message.
Email may not be the king of electronic communications forever, but for the time being it remains an important medium for marketing. Careful email management makes your communication more effective.