Email Correspondence
Michelle has touched on the subject of email correspondence in her blog quite a bit, and since it is on my mind I thought that I would post a quick note about emailing your customers. We have covered this in the magazine as well, but it is a tricky subject.
When you are sending emails to your customers, there are a couple of things to look out for. The first is what type of email you are sending. You have the choice between sending an HTML email or a plain text email. Plain text emails are the ones that we are all used to, and simply contain text. HTML emails can contain images and other advanced formatting, which can make them very appealing to the eye. However, remember that not all email clients can receive HTML email. Due to this, I suggest that any time you send an HTML email, always make sure to include a text version (in what is called a hybrid email) so that you can guarantee your recipients can get your message.
Also, when sending these emails you need to clean up your mailing list first. Make sure that there are no duplicate email addresses in your list. Also be sure that all the recipients are "opt-in", or have voluntarily requested to receive information from you. This will ensure that you aren't sending spam, and risk getting banned from sending emails.
Finally, use an application that will perform a "mail merge". Usually these applications will also help you with cleaning up your list as well. A mail merge allows you to personalize emails with information from a database or spreadsheet file. For example, you could merge in the recipients first name so that the email appears to be composed just for them. This will help your email be welcomed by the recipients, as well as places a personal touch on each email.
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