Email marketing remains one of the most effective channels for businesses to communicate directly with customers, prospects, and partners. That’s why ensuring that your emails stand out for the right reasons is more important than ever. This is where email etiquette comes into play.
Just as with face-to-face or phone conversations, email communication has its own set of social rules and standards that marketers must follow to ensure their messages are well-received and generate positive results. In email marketing, email etiquette helps improve professionalism, fosters trust, and enhances the overall customer experience.
This article will define email etiquette in the context of marketing, explain its role in email campaigns, and discuss the best practices that marketers can implement to improve their email communication strategies.
Definition of email etiquette
Email etiquette refers to the proper and respectful way of composing, sending, and responding to emails. It involves following accepted standards and best practices to ensure that email communication is clear, professional, effective, and appropriate for the intended audience. In the business world, email etiquette can make the difference between a successful campaign and an email that is ignored or even flagged as spam.
While email etiquette is a broad concept, in marketing, it specifically refers to the set of guidelines that govern how marketers communicate with their recipients through email. These guidelines cover everything from how to write a compelling subject line to how to ensure the tone is appropriate for the target audience. Effective email etiquette can lead to higher engagement, better customer relationships, and increased conversion rates.
How email etiquette is used in marketing
Email etiquette plays an essential role in email marketing for several reasons. Here’s how it’s used to improve the effectiveness of marketing campaigns:
1. Building brand image and professionalism
In marketing, the tone and quality of the email message reflect the professionalism of the brand. Emails that are well-written, free from spelling or grammatical errors, and appropriately structured reflect positively on the business. Consistency in applying proper email etiquette can help build a strong, reliable, and professional brand image over time. For example, emails that are polite, respectful, and clear in their purpose can increase trust and loyalty with the audience.
2. Improving customer engagement
Email etiquette directly impacts how recipients perceive the value of your email. Emails that are personalized, relevant, and well-crafted are more likely to be opened and read. By using proper email etiquette, marketers can engage their audience more effectively. Personalization, clear calls to action (CTAs), and valuable content make recipients more likely to respond to emails and engage with the brand. On the other hand, poorly executed emails—such as those with unclear subject lines, offensive language, or excessive jargon—can lead to high unsubscribe rates or low open rates.
3. Enhancing readability and clarity
In marketing emails, clarity is key. A well-structured email with a clear message, proper punctuation, and easy-to-read formatting encourages recipients to take action. Good email etiquette ensures that messages are presented in an organized manner, making them easier to digest. This includes using appropriate font sizes, concise subject lines, and avoiding unnecessary jargon or overly complex sentences. Effective use of formattings, such as bullet points and subheadings, can also enhance readability.
4. Avoiding miscommunication or offense
The tone of an email can be misinterpreted, especially in written communication, where the nuances of face-to-face conversations are missing. Email etiquette helps marketers ensure their messages are received as intended. For example, being too informal or using slang may alienate certain audiences, while being too formal could make the communication feel cold and distant. Balancing tone is crucial for marketers who want to connect with their audience authentically.
5. Complying with legal and ethical standards
Email etiquette also involves adhering to legal and ethical standards, such as complying with data privacy regulations like GDPR, CAN-SPAM, or CCPA. Marketers must respect opt-in preferences, provide easy ways to unsubscribe, and ensure that they are transparent about how they use customer data. Violating these principles not only damages trust but can also lead to legal consequences.
Aspects of email etiquette in marketing
There are several aspects of email etiquette that marketers must consider to ensure they are communicating effectively and professionally with their audience. Here are the most important aspects:
1. Subject line etiquette
The subject line is the first thing recipients see, and it plays a critical role in whether or not the email will be opened. A good subject line should be clear, concise, and relevant to the content of the email. It should spark curiosity or offer value without feeling too "salesy." The subject line must also be personalized whenever possible to make the email feel more targeted to the recipient.
Examples of proper subject line etiquette include:
- “Exclusive Offer: 20% Off Your Next Purchase”;
- “Your Account Update: What’s New This Month.”
Avoid using all caps or clickbait tactics, as these can make the email appear spammy and untrustworthy.
2. Tone and language etiquette
The tone and language used in marketing emails should be consistent with the brand’s voice and appropriate for the target audience. A formal tone may be suitable for corporate B2B emails, while a casual tone may be better suited for a younger audience or lifestyle brand. However, regardless of the tone, it’s essential that the language is respectful, clear, and free of errors.
Using overly technical jargon or slang can alienate recipients. Marketers should always write with the recipient’s perspective in mind, focusing on providing value and fostering a relationship rather than pushing a hard sell.
3. Personalization etiquette
Personalization is one of the most powerful tools in email marketing, but it must be done correctly. Email etiquette dictates that marketers personalize messages in a way that feels natural and genuine. This means using the recipient’s name when appropriate, tailoring content to their preferences or past behavior, and sending relevant offers based on customer data.
However, overly intrusive or excessive personalization can feel creepy to recipients. Marketers should strike a balance between creating a personal connection and respecting the recipient’s privacy.
4. Unsubscribe etiquette
Including an easy-to-find unsubscribe link is not only good email etiquette, but it is also legally required in many regions. Marketers must ensure that recipients can easily opt out of email lists if they no longer wish to receive communications. Unsubscribe links should be clear and accessible—making it difficult to unsubscribe may frustrate recipients and damage the brand’s reputation.
Moreover, marketers should honor unsubscribe requests promptly. Continuing to send emails to people who have unsubscribed is not only poor etiquette but also illegal in many jurisdictions.
5. Timing etiquette
Sending emails at the right time is critical to maintaining good email etiquette. Marketers must be mindful of when their audience is most likely to check and engage with emails. For instance, sending promotional emails late at night or during holidays when recipients may be away from work could lead to low engagement or annoyance. Email etiquette involves respecting your recipient’s time zone and schedule, ensuring that your emails are sent at optimal times for maximum engagement.
Examples of email etiquette in marketing
To better understand how email etiquette is applied in marketing, let’s look at a few examples:
1. A professional welcome email
Subject line: “Welcome to [Brand] — Let’s Get Started!”
Email body: “Hi [Recipient’s First Name],
Thank you for signing up for our newsletter. We’re excited to have you on board. Here’s a special 10% discount to get you started on your next purchase. If you have any questions, feel free to reply to this email or visit our FAQs page.
We look forward to connecting with you!
Best regards,
The [Brand] Team”
This email follows excellent email etiquette by greeting the recipient by name, offering value through a discount, and providing clear contact options.
2. A personalized promotional email
Subject line: “Special Offer Just for You, [Recipient’s First Name]!”
Email body: “Hi [Recipient’s First Name],
We know you love our [Product], so we’re excited to offer you an exclusive deal on your next purchase. Enjoy 20% off with code: SPECIAL20. Hurry, this offer expires in 48 hours!
Best regards,
The [Brand] Team”
This email is personalized, clear, and actionable, with a sense of urgency that encourages engagement without feeling too pushy.
Wrapping up
Email etiquette in marketing is crucial for establishing professional communication, building customer trust, and ensuring email campaigns are successful. By adhering to best practices for subject lines, tone, language, personalization, unsubscribe options, and timing, marketers can create emails that not only engage but also respect their audience’s preferences.
In a world where inboxes are flooded with messages, practicing good email etiquette can make the difference between an email that gets opened and one that gets ignored or marked as spam. By focusing on delivering value, clarity, and professionalism, marketers can improve customer relationships, increase conversions, and drive success in their email marketing efforts.