Face-to-face meetings with clients… they seem like a lifetime ago. What was once an inherent and taken-for-granted element of the business world has been turned upside down in the wake of the Covid-19 pandemic.
Physical meetings have been replaced with Zoom calls; networking breakfasts substituted with speed-networking webinars; glamorous product launch events swapped with not-so-glamorous virtual trade shows.
As we race to adapt to new working practices and methods of communication that are void of physical collaboration, the good old-fashioned email is holding more primacy than ever before.
The stats add up to show just how reliant we have become on emails to communicate with clients, existing and prospective, in the post face-to-face world we’re now living in.
Since lockdowns were first enforced, internet usage has increased by a staggering 70% and 44% more emails are being sent than before lockdown began. With more messages saturating inboxes, more people are opening emails than ever before. For example, in March and April 2020, there was an email open rate increase of more than 20% compared to the same period in 2019.
This renewed prevalence of emails is not without its challenges. It’s more important than ever that businesses nail the tone and message of the emails they are sending out to communicate with clients.
Stick to one message
In an article titled ‘Coronavirus has Opened the Corporate Email Floodgates,’ the New York Times reiterates our growing dependence on emails as businesses face something of a communication crisis. The author points to how messages can be easily muddled in email, so businesses need to make sure their emails are cohesive and stick to one message.
We’re all guilty of skim reading emails to save us time we simply haven’t got. Rather than bombarding a client with information overload in an email, stick to one point or message. This way, they will be more likely to read the whole email and act upon it.
While being glued to our emails 24/7 doesn’t do our mental health any favours, it’s important to be responsive to clients and respond to emails in a timely fashion. Not only will this maintain their trust in your professionalism, but it will also keep the conversation going, a vital attribute of non-physical client communication.
As well as professionalism, maintain a friendly tone in your emails to help make the post face-to-face era we’re entrenched in that little bit more personable and friendly.
Nail the subject heading
Like with all emails, the subject heading is vital, as it can make the difference between a client opening an email or dismissing it. Create subject lines that are succinct, appealing and value-adding, to make it likelier the email will be clicked on and read.
Sounds a bit too time-consuming and onerous? Let the email marketing gurus at Intelligent VC take care of your email marketing efforts for you.
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