Just yesterday, I found myself procrastinating on a task that had been sitting on my to-do list for days. Instead of tackling it, I clicked on an interesting email about why houseplants shouldn't be kept in direct sunlight. Naturally, I read the whole thing—even though I don't have any houseplants. (Though I do plan on getting some soon, so maybe these little nuggets of wisdom will come in handy.) The point is, I was procrastinating and ended up reading an email I would have ignored last year when I did have houseplants. You get the drift. Email is experiencing a resurgence—though some might argue it never really disappeared. Today, I want to address a crucial question: What do you need to know about email marketing, and how can you craft emails that people will actually open, read, and hopefully act upon?
Email Etiquette: What to Avoid
Before we talk about what works, let's address what doesn't. I see these mistakes constantly, and they undermine even the best intentions.
Treating Email Like Instant Messaging
The first misuse of email I recall is people treating it like instant messaging. They assume you're glued to your desk, eyes fixed on your inbox, ready to respond the moment their email arrives. Let's be honest—it hasn't been like that since AOL's "you've got mail!" days. Can you imagine how annoying that would be today with the sheer volume of emails we all get?
The rule: If you need a response within the hour, send a text. If you can wait for a same-day or next-day reply, email is your best bet. Respect people's time and attention.
The "Boss Copy" Move
This one gets under my skin because it's a passive-aggressive way of saying, "I'm sending this to you, but I don't trust you'll give it the attention it deserves, so I'm copying your boss to ensure you get in trouble if you don't respond quickly."
Maybe that's not what you meant, but that's the message it sends. For entrepreneurs and business partners, communication isn't always as frequent as you might think. If you share an important update with one partner, there's a good chance they're too busy to relay it to the others, which can cause issues.
The fix: Copy all relevant parties on crucial emails from the start and let them sort out the details together. Transparency beats passive-aggression every time.
Subject Line Confusion
Tacking on a new topic to an existing email thread might be convenient for you, but your new subject will likely get overlooked. I might skim through it and miss the latest information or ignore it altogether because I assume it's about the same old topic my team is already dealing with.
Best practice: Always start a new thread for new topics. Write meaningful, action-oriented subject lines like:
- "URGENT: FEEDBACK NEEDED by Friday"
- "SCHEDULING REQUEST: Q2 Planning Meeting"
- "ACTION REQUIRED: Contract Review"
These signal that the email requires immediate attention and can be prioritized accordingly.
Spelling and Grammar Mistakes
As a marketing professional, I'm admittedly a bit of a word nerd. Casual emails between coworkers or friends can slide, but when someone sends a document to a client—or to me as a client—that's riddled with spelling or grammatical errors, I cringe. It's like nails on a chalkboard.
When I draft something for a client, I read it over two or three times to ensure my message is clear and free of typos. I'm not perfect, but I believe this extra attention to detail reflects professionalism and dedication. Your emails represent your brand—make them count.
How to Send Effective Sales Emails
Now that your point is clear, your subject line expresses your intent, your message is typo-free, and you've chosen the right recipients, let's explore best practices for sending sales emails.
First Rule: No Cold Emails
Let's be crystal clear: avoid sending cold sales emails. This practice is considered spam, and the FTC has strict regulations against it. Emails must be obtained with the recipient's permission—meaning they knowingly provided their email address and agreed to receive emails from you.
Mishandling email addresses can result in severe consequences, such as having your domain blacklisted by email providers. This can block your emails from reaching clients and negatively impact your website's SEO ranking.
Think of it like planting a garden. You wouldn't scatter seeds randomly and expect a thriving garden. Instead, you carefully plant each seed, water it, and give it sunlight. Similarly, you need to nurture your email list by building relationships and trust before making a sales pitch.
5 Essential Email Campaign Types
There are several themes to consider when creating email campaigns, but I like to start with these five fundamentals.
1. The New Client Campaign
This campaign is a series of emails designed to welcome a new client to your business. It lets them know what to expect, introduces their key contacts, and requests the standard information you need from all clients.
What to include:
- A warm welcome message
- Overview of your onboarding process
- Introduction to their main point(s) of contact
- Checklist of information or materials you need from them
- Helpful resources (service guides, FAQs, video tutorials)
- Automated feedback or review requests after key milestones
This is an excellent way to gather valuable insights and boost your online presence—Google highly values those reviews!
2. Abandoned Cart and Post-Purchase Emails
For eCommerce businesses, setting up automated abandoned cart and post-purchase emails is a game-changer.
Abandoned cart emails: When a customer leaves items in their cart without completing the purchase, a gentle reminder email can prompt them to complete the transaction. Many businesses recover 10-15% of abandoned carts with a well-timed email.
Post-purchase emails: A well-timed follow-up can thank customers for their purchase, provide helpful information about their new product, and suggest complementary items. This enhances overall customer satisfaction and potentially increases future sales.
These automated touches are invaluable for maintaining customer engagement and boosting revenue without requiring constant manual effort.
3. Monthly Newsletters
A monthly newsletter is a good idea for just about any business. It's a monthly reminder to your contacts that you're still in business—which is particularly important nowadays when attention is fragmented across so many channels.
What to share:
- Company updates and announcements
- New services or products
- Industry insights or tips
- Client success stories
- Upcoming events or webinars
- Links to recent blog posts or content
It's also a great way to make sure your contacts understand everything you do, which increases the likelihood they'll send referrals your way.
4. Educational Drip Campaigns
Building on the idea of a monthly newsletter, educational drip campaigns involve a series of emails aimed at an audience you've already engaged with through an initial sales conversation or email exchange—but who need more time to make a purchase.
How it works:
- Send emails weekly or bi-weekly
- Educate recipients about your area of expertise without pushing for a sale
- Include helpful content: blog posts, case studies, "did you know" facts
- Add a soft closing paragraph about your services
- Use engaging subject lines that spark curiosity
Make them effective by:
- Using visually appealing designs that capture attention
- Incorporating humor when appropriate for your brand
- Evoking emotion through storytelling
- Offering genuine value, even if it's just insightful content
The main goal is to nurture your lead until they're ready to buy. Keep your audience curious and engaged, gradually building trust and interest in your offerings.
5. Sales Campaigns
If someone continually opens your emails and clicks on your links, they're demonstrating interest. At this point, you may want to move them to a sales campaign—a series of emails more focused on reinforcing the benefits of buying from you.
Be careful with this one. If you overdo it, they'll unsubscribe. A good practice is to include both a call-to-action button and a "no thanks" button that drops them out of this campaign and keeps them on your newsletter list. This respects their choice while keeping the door open for future engagement.
Final Thoughts
When I started working with clients on CRM in the 90s, it took multi-million dollar software tools to execute these types of campaigns. Today, a small business can start with software licenses as low as $20/month for a small list and access all of this functionality. The barrier to entry has never been lower.
When it comes to your message, be as authentic and honest as possible. Track your stats, but don't get overly hung up on them. Emailing people on your list is a privilege—not a right.
Let me wrap up with a quote from David Ogilvy, one of the greatest advertisers of all time:
"If you're trying to persuade people to do something or buy something, it seems to me you should use their language, the language they use every day, the language in which they think."
Speak to your audience like humans, provide genuine value, and respect their inbox. The rest will follow.
Ready to build an email marketing strategy that converts?ZenChange helps businesses create data-driven email campaigns that engage subscribers and drive results. Explore our CRM and marketing automation services or contact us for a free consultation.
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