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Emailing
Written by Syrian FIS - 03 Sep 2020 - 2 MIN

14 mistakes to avoid in your corporate emails

Creating a good email is not an easy task.

For those who don't have a particular appetite for writing, it can quickly become a puzzle.

But don't lose sight of the purpose of your email: As the organiser, your guests declare whether they will be present. Always keep this in mind when writing your email.

In order for your guests to read and respond to your invitation email, it is essential to work thoroughly on both parts that make up a good email:

1) In the Form

The shape of an email is what it looks like. This is an element that is all too often neglected in emailing, but it's an important one: Guests are more likely to click on graphically designed emails than on a body of text without any "soul".

Everything must be pleasing to the eye so that no irritant (a little annoyance, something unpleasant) disturbs the person reading your email.

With this in mind, you can work with your own HTML editor or use Drag & Drop: this allows you to personalise every detail. You can also use a drag & drop editor such as the one proposed by Digitevent :

do and dont

  • Feel free to insert images, company banners, logo or any other graphic element of reinsurance. Also remember to edit the sender's name and to put your company name (this is also a possible feature with Digitevent).
  • The spacing of your email is also a detail not to be taken lightly: Avoid "paved" emailing and its inverses, too airy emails with 2 line breaks after each sentence.
  • If you can, try to start your email with a humour, an anecdote about your company's news or another current event (even a GIF or emojis, anything is possible).
  • Furthermore, it seems obvious that spelling mistakes can be a huge obstacle to the credibility of your email (in the first instance) but also to your entire event (in the second instance). Don't forget that your registration email is often the first link between your event and your audience. So don't neglect spelling or grammar, which could smear all the work you've done beforehand. We advise you to write your email beforehand on Google Doc or to pass it on to error detection software.
  • Finally, the registration buttons (often at the end of emails, also known as Call To Action) for your event must have sufficient contrast so that the choice of answers can be easily read (so avoid blue writing on a red background: this tool allows you to define pleasant contrasts). Try to apply a consistent style (all buttons have square/round borders; all have the same font...) so as not to lose your reader in too many different graphic styles. Digitevent offers in its email editor a theme function to naturally generate a pleasant graphic charter.
  • Test and reread your email on all web browsers as well as on mobile and tablet devices to make sure it looks responsive.
  • Validate with your CIO (in case of an internal event) the deliverability of your email, and add the domain in "whitelist" (this is made possible on Digitevent) for an excellent deliverability rate.
  • Do you segment the contacts to whom you send your communications? This allows you to send personalised messages to different types of audience contained in the same contact database to optimise your click-through rates.
  • Be careful not to send invitations to contacts who are already registered! You must therefore use software that can avoid errors and duplicates (in Digitevent, the software automatically detects duplicate emails and avoids them).

2) In the Fund

Your email doesn't just have to be beautiful and pleasing to the eye. In fact, part 1 on form is now a basic prerequisite for good emailing scores.

The idea, in short, is to make people want to click, through a body of text that has impact and is as personalised as possible (for this we will use the variables in the contact base).

Thus, what will make the difference in your communications is the content:

  • Is your event email really meaningful?
  • Do you explain what the guest will get out of participating, so that your audience feels engaged?
  • Make your readers want to go to events: Use action verbs, write in a dynamic tone and turn your negative sentences "Feel free to take a walk!" into positive sentences such as "Come by and say hello".
  • Briefly explain the programme?
  • Are your dates clear and easily understandable in your body of text and on your landing page (the landing page for event registration)?

If so, your emailing and your event registration rate should be very (very) correct (a good registration rate is 50%).

Conclusion :

For your email to be effective, reassure your contacts thanks to your graphic charter, make sure that your email is proofread by your colleagues and make sure that you explain the interest in your event to your contacts, as well as the place and date of your event.

A little extra if it is an internal event: you will be in daily contact with your colleagues and they are used to opening your emails regularly. You should therefore not be afraid of a low opening rate.

You are now ready to send a nice corporate event invitation email! Don't hesitate to do it with Digitevent's email sending tool for even more simplicity.

Discover Digitevent's emailing tool

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