co Small Business Marketing Email Strategies, What to Do and What to Avoid |

In science, it’s call the carrying capacity. When a species multiplies to a certain level, it tops out its resources of food and territory. After that, the population plateaus, and can even decline.
I think that’s what has happened in the world of email. Most of us have an overflowing inbox.
While email is still a smart small business marketing tool, it’s time to make sure you have something to offer before you press “Send.”

A few years ago, it was exciting to hear “You’ve Got Mail.” Now, with blackberries dinging every two seconds, most of us have to spend a good day once every two weeks just catching up on emails.

Email Do’s and Better Not’s:

• State the purpose of the email in the subject line—and deliver in the first sentence or two. Keep those sentences short. Even if your email is deleted, they should know what it’s about without opening it.
• Make sure there’s “white space” around your words. Create emails that are easy to glance at—even if you happen to talking on the phone and reading a file at the same time. Use bullet point when possible.
• If it’s a reply, respond quickly (within 48 hours, if possible). People are sensitive about being email ignored.
• Answer their questions. It’s a sign of respect, and no one’s got time to ask something twice.
• Address them personally when appropriate—you’ll be much more likely to receive a personal response (such as an order!)
• Avoid attachments, if possible. It’s better to direct them to your website to download a large file.
• Lay off the high priority exclamation point. If it’s that time sensitive, pick up the phone.
• Don’t CAPITALIZE. It’s considered shouting.
• It’s okay to add a disclaimer. The disclaimer stating that you have checked for viruses makes some feel a little more at ease.
• Reread your email before you press send. Take the time to spell and grammar check. It’s less embarrassing than having to resend to correct a major faux pas.
• Reply to All should not be overused, even for promotional purposes.
• No emoticons. Your business isn’t the place for a bouncing happy face.
• Don’t do a “Request Receipt.” People don’t want to feel pressured to read your email and respond immediately.
• Don’t overdo the bc or cc. field. People don’t like their email addresses shared.
• Email discounts, contests, helpful hints, e-newsletters in a consistent manner.
• Use that e-signature at the end so that viewers are encouraged to check out your website.
• Do state if your emails can be forwarded. Your goal is to get your name out there.
• Last, don’t abuse your email address privileges. Only send your e-viewers relevant business related information, but keep your tone business-casual and inviting.

Small business marketing is about connections. A short, relevant email offers something new and respects other’s time.