Business | STYLE
WHY DON’T PEOPLE READ MY EMAILS? By Da le Howa r t h BUSI N ESS M EN TOR , SPEA K ER A N D CPD TR A I N ER
Keep it short and simple When it comes to email (and most online content) people tend to consume information in short bites. Research by Nielsen suggests that users only read 20% of content, which does not increase proportionally when you add more words. Use simple language and avoid technical and unnecessary background details.
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Image courtesy of Bruce Mars
e have all spent time creating and sending emails that fail to get the response we wanted and, in some cases, get no response at all. This leaves us asking ourselves what went wrong. So, how can you avoid your emails falling into the abyss? Here’s a few tips for getting your emails noticed. Consider when to use email The ease with which we can send emails has given rise to junk and spam, making customers jaded and wary. So it’s important to know when and when not to use email. There are times when it can be the perfect way to communicate, but there are situations where it’s the wrong tool to use and methods such as direct mail, text or a call are the way to go. Don’t choose email just because it’s the quick, easy (and lazy) option. Use the subject line to gain attention This is the first thing people see, and it will almost immediately influence whether they read your email or not. Avoid gimmicks, highlight the key purpose of your email, use a colon to separate it from the sub-topic and, if there is an action, use a dash to separate that. For example: ‘Interview: My best decision – watch the video now’ or ‘Networking event: Thursday 5pm – book now’. Start with “what’s in it for me?” Avoid it being about you, make it about them. Focus on the benefits of your product, service or solution. Give them a strong and compelling reason to read on and act.
Ensure your emails can be scanned It’s rare that anyone reads the full email, no matter how eloquent it may be. They scan, looking for nuggets of relevant information, to see what value it has for them and if it is a priority in terms of their attention. So, start with a short sentence or two that highlights the topic and key benefits, put information into logical categories and use bullets where you can. Be clear at the end of the email about the call to action. Breaking it down in this way makes it easier to scan and digest. Keep it to one subject Focus on one subject if you can. The more you add the more the reader has to digest and understand, which can lead to confusion. They may also feel less valued if they can’t come back positive on each subject raised. Can it be read on a phone? 65% of emails are opened on phones and mobile devices, so ensuring your email is in a format that works on mobile matters. Check for typos and clarity It should go without saying that your email should be easy to read, without spelling errors and poor punctuation. But before you hit the ‘send’ button read and re-read. You would be surprised how many people stop when they hit a typo, or lose the thread of your message. Emails can be a highly rewarding marketing method. They are measurable, targeted and low cost. Unlike social media where people switch platforms according to the latest trend, most people keep their email accounts and emails. Used well, emails allow you to connect in a way you can’t anywhere else.
Dale Howarth is a Business Mentor, CPD Speaker and Accredited CPD Training Provider. Working with individuals and companies to make the business leaders and businesses successes of tomorrow. To find out more visit www.dalehowarth.com. September and October 2021
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