Today, I’d like to share a valuable tip that could only come with the practical experience of dealing with dozens of emails everyday.
I don’t know about you, but many of the people I’ve worked with including Sales Managers, Marketing Directors, and even CEOs, aren’t aware of a small BUT fatal email marketing mistake that’s killing their chances of closing an important business deal.
That fatal mistake is sending emails with contents that have been written in Microsoft Word.
You might be wondering, “What’s wrong with that?”
Well, see what happens when you do that (You may have to click to enlarge the image for a better view):
Notice the wierd looking symbols? (�)
That happens because email software such as Outlook, and sometimes Gmail, aren’t able to properly read certain characters from Microsoft Word. Those characters include punctuation marks such as hyphens (-), single apostrophes (‘) and double apostrophes (“).
Imagine receiving an email riddled with funny symbols. What would your first impression be? Believe me, unless you personally know the recipient, most people wouldn’t even bother to highlight you to the mistake and would simply delete your email – and that could cost you not just a sale, but the image and credibility of your company.
So never send emails with contents that have been written in Microsoft Word. Make sure your contents are always set to plain text and always send a test email so you can correct any embarrassing errors before your clients discover them.