For businesses today, emails are invaluable. We do virtually everything via email, from arranging meetings to discussing important business contracts and sending transactional emails. Even email marketing is critical for most businesses, especially those offering their products and services through digital means like an online storefront.
Unfortunately, not all businesses optimise how their organisations handle emails. Setting up a business email account alone is not enough. There are additional steps you can take in order to optimise your business emails.
Credible SMTP Server
Transactional emails and newsletters often go straight to the spam folder of their recipients for one specific reason: the sender’s server is not configured for maximum credibility. Setting up an SMTP server is easy. Configuring it to appear credible to spam filters and email service providers is another story.
Fortunately, you can now use third-party SMTP service to support transactional emails. A good SMTP service provider will make sure that all emails – especially automated ones like transaction confirmations or welcome emails – are delivered properly.
In some cases, SMTP service providers can actually route your emails to a particular folder in the recipients’ inbox (i.e. Gmail’s Updates folder) by simply optimising how the SMTP server is configured. Once again, this is a great way to improve user experience. Optimising the way that you communicate via transactional emails matters.
Proper Email Addresses
Another important thing to optimise about business emails is the email address used by team members and business departments. Sure, it is cute to use an address with nicknames or funny words, but they are more suited to personal emails than business ones. Business email addresses need to be direct, simple, and easy to understand.
For example, you can use firstname.lastname@example.org for all matters related to finance, including for billing customers and issuing payments to vendors. This way, all of your finance-related activities can be tracked from the same inbox.
For team members, their email addresses must represent their full name or first name, depending on the policy of your organisation. email@example.com or firstname.lastname@example.org works, with the former being more effective because it is easier to pronounce and remember. Proper email addresses will make email communications more manageable. (See mine in the footer of this post) 😉
Practice Good Subject Line Writing
Whether you are defining the subject line for automated emails or writing one for your own email to a client, make sure you know how to write an effective subject line. Include keywords that represent the content of the email and make it easy for the recipient to understand the context of the email from the subject line.
Most email services and apps only display the subject line and a few words when displaying incoming emails, so you know optimising these two components can help boost your open rate. It takes some getting used to before you can write subject lines that are engaging and alluring at the same time, but it is a skill that can be developed quickly.
These three tips will help you get started with optimising your business emails and how you use them. Implement them to gain more value from using emails as part of your business communications.