6 precautions to take before sending an e-mail

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When you're in the heat of the moment, it's tempting to press SEND too quickly to send your e-mail. This can have unfortunate consequences if you forget to check a few essential points. A few tips before you send an e-mail...

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What are the mistakes to avoid when sending an e-mail? Here's a brief 6-step checklist to help you avoid many a setback.

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1. Have you chosen the right sender?

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If you manage several accounts via your e-mail platform, make sure you choose the right sender before you send that e-mail. To avoid contacting the prospects of customer A on behalf of customer B. This would look rather bad... What's more, it would be a waste of your time if the message didn't reach the right person.

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2. Also check the reply-to address.

As a general rule, the platform will default to the main email address of your account to send an email.

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But this is not what you want. Make sure you specify a return address to which prospects or customers can send any questions they may have. This will prevent these e-mails from landing in a mailbox where they won't be processed, but rather in an inbox dedicated to a specific subject.

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3. Also check the reply-to address.

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You've undoubtedly inserted a multitude of hyperlinks in the body of your email, whether in the text, behind images or call-to-action buttons.

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Be sure to check the destination of all these links to obtain the desired result when clicked. If you've duplicated a previous campaign, make sure the links have been updated.

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4. Check grammar and spelling.

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Writing flawlessly may be a skill that's being lost these days, but it's no excuse for letting an e-mail full of typos go to waste. So, before sending your e-mail, take the time to check your prose. Make sure you correct any typos or spelling mistakes by rereading your e-mail.

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5. Don't forget to include an unsubscribe link.

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This was already mandatory before the RGPD, but the advent of the new regulation further reinforces the need to ensure compliance with good practice.

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A mention or a button at the bottom of your e-mail must indicate to the Internet user the possibility of unsubscribing. It is also important to specify the type of e-mail or newsletter to which they have subscribed (e.g.: "You are subscribed to ...") and the address to which the e-mail was sent ("This e-mail was sent to xxx@gmail.com"). It's also a good idea to indicate at the bottom of your e-mail the reason why the subscriber ended up in your database.

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6.  Reread your e-mail several times, aloud. 

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Don't forget to start with the subject line, which is crucial to optimizing reader engagement. The subject line must be precise and attractive to make the user want to click and open the e-mail. The subject line must be well thought-out to increase your chances of opening and conversion.

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If your text is cumbersome, simplify it. Don't hesitate to cut out the bold. Don't forget that any loss of concentration could result in your message being deleted prematurely. You need to be concise to avoid the reader feeling lost when faced with a mass of information. Rather than sending your email as soon as you've written it, let your creation settle for a few hours. When you re-read it, you'll have a fresh approach, and you may discover errors that you wouldn't have been able to spot in a hurry.

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And when the time comes to press SEND, choose the right moment to schedule the broadcast.

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It's up to you!

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