Sending an effective email is a crucial skill, whether you're communicating with clients, colleagues, or customers. Following these best practices will help you ensure your emails are read, understood, and don't end up in the spam folder.
Short Tips for Effective Emails
Keep it personal
Use the recipient's name in the greeting. Personalization can significantly increase open and response rates.
Be clear and concise:
Get to the point quickly. A long, rambling email is likely to be skimmed or ignored.
Write a compelling subject line
The subject line is the first thing people see. Make it clear and intriguing enough to encourage them to open the email.
Avoid ALL CAPS
Using all capital letters can come across as aggressive or "shouting." It's also harder to read.
Proofread before you send
Typos and grammatical errors can make you look unprofessional. Always read through your email one last time.
Use a call to action (CTA)
If you want the recipient to do something (reply, click a link, etc.), make it clear what that action is.
Structure your message
Use headings, bullet points, and bold text to break up long blocks of text and make your email easy to scan.
Be mindful of the time
Consider the recipient's time zone and typical work hours. Sending an email at an appropriate time can increase the chances of it being seen and acted upon
Provide context
Don't assume the recipient remembers a previous conversation. Briefly remind them of the context, especially if it's been a while since you last communicated.
How to Avoid Being Marked as Spam
Getting your emails delivered to the inbox is the first step. Here's how to increase your chances of staying out of the spam folder:
Build a clean email list
Only send emails to people who have explicitly given you permission to contact them. Never buy email lists.
Use a recognizable "from" name and address
Make sure recipients immediately know who the email is from. Use a company name or a personal name they recognize.
Avoid spammy keywords
Words like "free," "sale," "money," and excessive use of exclamation points can trigger spam filters. Use them sparingly and with care.
Don't use misleading subject lines
The subject should accurately reflect the content of the email. Deceptive subject lines can lead people to mark your email as spam.
Include a clear unsubscribe link
It's not only a legal requirement in many places but also a best practice. Giving people an easy way to opt out reduces the likelihood they'll mark your email as spam.
Keep your images balanced
Emails that are all images and very little text are often flagged as spam. Maintain a good text-to-image ratio.
Do not resend emails
Due to new email provider rules, it is no longer recommended to resend emails only to recipients who did not open the first message.
Always Test Your Email Before Sending
You should always test your email before sending it to a large audience. A simple test can save you from a lot of trouble.
Send a test email to yourself
This is the best way to see exactly what your recipients will see. You can check for formatting errors, broken links, and other issues.
Check all links
Click every link in the email to make sure they're working correctly and go to the right destination. A broken link can ruin the user experience and the purpose of your email.
Review the subject line and preheader text
Make sure the subject is impactful and the preheader text (the snippet of text that appears after the subject line) works well with it.
Related Guides:
Introduction to BravoBlast
How to Log in and Access BravoBlast
Creating and Sending an Email Campaign