How to email clients... and get the replies you need
October 25, 2019
Quick N Dirty Checklist: Email Rules
Once you learn the concepts, here is a quick n’ dirty checklist to refer to:
Emphasized most important point
Link(s) easy to find
Descriptive subject line
Used as many screenshots as humanly possible
Longer than 3 sentences? Highlight important points and questions that require a reply.
Did not skip proofing due to rush/laziness. Don’t act butt-hurt reading this, you know you do it. We all do.
TYPOS & SPELING MISTKES R UNACEPTABLE. DONT DOO IT.
See how it appears to be a moron typing? That ’s why.
Keep it to one-topic. Longer emails can scare clients away. Keep it short if you need a reply.
Subject lines accurately describe the email content. Communicate urgent requests, QR requests, updates, reports, topics...
Keep it organized.
Highlight important stuff. Clients email graze no matter how awesome your email is; plan for it.
Help clients understand with supporting visuals, screencasts (do NOT be scared of video!), and links.
Words Matter in Emails.
Keep it casual! Have fun with clients. There is a difference between intentional shorthand and grammar errors. *Where there’s a rule, there’s an exception. With some clients, we have to be a bit more formal to cater to their language preferences. Tailor accordingly.
Balance fun with grammar and spelling. Casual does NOT mean sloppy. Proper grammar and spelling communicates intelligence. Communicate intelligence :-).
“hey [client]," is usually not a respectful greeting.
Sentences do not start with "So".
Minimize the use of "you,” most importantly when giving direction to clients or asking them to change how they do something. It sounds accusatory.
Big words are overrated. Don’t use them to sound fancy where shorter ones will do the trick. Think utilize vs. use — same darn word
Tailor marketing/tech/industry jargon use to the client. Do they know what those words mean? Do we need to exude sophistication with this client or keep it simple to ensure they get it?
Examples from my SEO days: "10% organic click-through-rate for this month" or "Searchers on Google clicked on clientsite.com 1 out of every 10 times it appeared this month."
"organic search visibility is up 10%" or "The site appeared in 10% more searches".
WP, GSC, GA, FB, LI, SEM, CTR, CPC. Only use acronyms when confident the client knows them. If in doubt, spell it out (look I made a rhyme).
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.