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How Email Affects Your Marketing Image

© Karen Kalis

Most people don't think of email as a marketing tool but an email is often one of the first ways potential clients may contact you. The manner in which you respond affects your odds of getting the contract. But how do you present yourself effectively through email? The biggest hurdle to effective image management through email communication is the format. Even though most people typically don't use proper grammar and punctuation, that doesn't mean you should, too. For some reason, people think that just because email is a quick and easy method for communicating that the typical rules of business communications don't apply. Not so. Think about this: would you want potential clients to make their decision on whether to hire you or not based on the quality of your emails? Whether you want them to or not, they do. Email is one of the most obvious measures of your level of professionalism.

As with all business communications, succinctness is a virtue. We all appreciate the convenience of email; however, don't compose lengthy emails that satisfy your closeted urge to write an epic novel. Use bullets and headings to clarify subjects and proposals. Keep in mind that when readers see white space, they are more likely to keep reading. By using large amounts of text, you are running the risk that potential clients won't read the information you've sent.

Other basics include proper punctuation, capitalization, grammar and usage. Above all make sure you proofread. You may think you've said something and missed the mark. A handy trick is to read it out loud. (Feel free to close your door if you wish.) Sure, you may think of this as time consuming but carefully worded email can be as effective as a phone call in snagging an ongoing discussion about a proposed project.

There are a few other things that will improve the way you market yourself and your services through email. Strive to be understood, not to impress others, and concentrate on plain words such as nouns (a person, place or thing) and verbs (action words) as opposed to adjectives and adverbs. Placing the things you want to emphasize at the beginning or the end of your sentence rather than clustered in the middle will be more memorable. Tone is important as well. While it's tempting to jump feet first into the sarcasm prevalent on the Internet, with the vast amount of abbreviations and smiley-faces, be careful. Business email is not the same as personal email. The same casual tone that may cause your friends to love you may not receive the same warm welcome from potential clients and may cause you to ultimately lose sales. Remember, email is more akin to a business letter than a phone call or face-to-face meeting.

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