Categories: Advice

Consumer Correspondence Mistakes to Avoid

Lost sales can mean the end of your business. Imagine a new customer who hears of your product, is eager to buy and then cannot. Alternatively, imagine a customer who cannot bring repeat business due to the same problem. How does this happen? Confusing websites, un-informative newsletters, press releases and complex ordering processes all result in sales becoming lost in translation. Fully informing your customers’ sounds obvious, yet failing to follow this cardinal rule of business can mean dramatic loss in sales. Sending e-mail correspondence with customers is vital. Therefore, make sure you are communicating effectively.

First, is your subject line doing more harm than good? Often e-mail newsletters are deleted along with hundreds of other e-mails consumers receive daily from various businesses. The reaction a person has when faced with dozens of e-mails in their inbox, and a limited amount of time or pertinence to read them all, is to delete anything that doesn’t appear to be of interest. Your subject lines should make it clear what the reader is going to find inside. Make sure the questions who, what, where, when and why are answered. Simple, direct and informative subject lines ensure your e-mail will not be tossed into the trash bin.

Next, don’t assume that customers read every correspondence you send them. E-mails and newsletters, even if sent to repeat customers, should contain pertinent information. Remind your customer of your product(s), why it is unique and what your business can do for the reader. Highlighting your business and products will keep you fresh in your customers mind resulting in future sales and also referrals. Word of mouth is extremely important for small businesses and can only be achieved if customers remain knowledgeable about your products and services.

Finally, give your customers an experience that motivates them and makes it easy for them to take the next step. Check all of your links before you send your e-mails. Make sure the reader is taken to exactly the page they are expecting to see, with the information they are expecting to find. No one has time to hunt for links or websites. The experience should be simple and flawless. Double check your e-mails for an informative subject line, pertinent content and full functionality. This process will help your business avoid lost sales in the future.

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Deborah Sweeney

Deborah Sweeney is an advocate for protecting personal and business assets for business owners and entrepreneurs. With extensive experience in the field of corporate and intellectual property law, Deborah provides insightful commentary on the benefits of incorporation and trademark registration. Education: Deborah received her Juris Doctor and Master of Business Administration degrees from Pepperdine University, and has served as an adjunct professor at the University of West Los Angeles and San Fernando School of Law in corporate and intellectual property law. Experience: After becoming a partner at LA-based law firm, Michel & Robinson, she became an in-house attorney for MyCorporation, formerly a division in Intuit. She took the company private in 2009 and after 10 years of entrepreneurship sold the company to Deluxe Corporation. Deborah is also well-recognized for her written work online as a contributing writer with some of the top business and entrepreneurial blogging sites including Forbes, Business Insider, SCORE, and Fox Business, among others. Fun facts/Other pursuits: Originally from Southern California, Deborah enjoys spending time with her husband and two sons, Benjamin and Christopher, and practicing Pilates. Deborah believes in the importance of family and credits the entrepreneurial business model for giving her the flexibility to enjoy both a career and motherhood. Deborah, and MyCorporation, have previously been honored by the San Fernando Valley Business Journal’s List of the Valley’s Largest Women-Owned Businesses in 2012. MyCorporation received the Stevie Award for Best Women-Owned Business in 2011.

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