This is an email I received from my gym, notifying me that my membership would be managed by a new person. Needless to say, she (or whoever wrote the template) has represented herself and the organization very poorly.
This goes for everyone, and double—NAY! triple for marketers, salespersons, and customer service reps: be good at email. Every interaction you have with a user/client/customer is important, no matter how small. A crappy email could cost you that relationship. The following should be obvious:
1. Spell like a champion. There is spell check, you guys! There is literally a built-in tool that does this for you! So WTF?!
2. Pick the right words and use them correctly. Don’t say “whom” when you mean “who”, “accept” when you mean “except”, “there” when you mean “their”—the list goes on. This is not high school; throwing caution to the wind won’t get you laid. Grammar and spelling rules exist to ensure effective communication and if you don’t bother to follow them, you might as well email a picture of a turd. At least that would create an exciting experience.
3. Trim the fat. ALL of it. Screen real estate is hard to come by, and getting a person’s attention is even more difficult. Be clear, be concise, be efficient with your words. Including sentences like, ”Let me first start by introducing myself. My name is…” or “Do you have friends? Because if so, you can…” is a complete waste of the recipient’s time. Get to the point immediately. Long signatures or legal disclaimers are also eyesores. If you can’t cut them out, at least tighten them up.
4. Don’t attach anything. This email comes with an attached .jpg of the refer-a-friend flyer. It’s just extra clutter and increases the chance that the recipient’s email client will mark your message as spam.
5. Proofread before sending. Just…fucking…c’mon!