Email communication for ecommerce business owners

Ecommerce business owners need to practice strategic, professional email etiquette. Email is one of the most common methods for communication with customers, suppliers, mentors, vendors and financial institutions. Your email address should appear on social networking sites, contact pages and business cards. If your ecommerce business doesn't have a company-specific email address and guidelines for all staff to follow when composing messages, now is the time to set everything up.

Choose an appropriate address

An ecommerce email address should contain your business's name. If your company website is the provider or appears on the tail end of the address, the first part of the address should be something professional or informative. For instance, info@ecommercestore.com is clear and helpful. Remember to avoid unnecessary numbers or letters in email addresses unless they apply directly to your store's identity.

Consider devices during formatting

It's important to recognize that many users will be accessing your site on their mobile devices and tablets. If you plan to send out messages announcing new products or seasonal sales as part of your business, make sure your email provider and graphic designer have accounted for mobile and tablet users.

Content must be professional and catchy

Email is an effective tool in promoting brand awareness and inciting a call to action. Earn credibility by double-checking that all grammar and spelling is correct (1). Using shorthand is typically not a good idea. Common abbreviations and trendy acronyms that may be popular in text messaging or on social media should be avoided in email communication. Only capitalize words that require it and steer clear of capitalizing all of the letters in a word to show your enthusiasm - it looks like you're shouting. Text should be black, unless a graphic has been designed for a specific occasion that requires particular colors.

Include links to brand pages on social networking sites, recent blog posts or special offers at the end of each message. Providing readers with a simple button that directs them to your ecommerce store site is a simple way to make it easier for consumers to connect with your brand.

Leave them wanting more

Whether the ecommerce email message is intended to thank a supplier or promote a sale, brevity is best (2). Long messages often go unread, so be concise and clear. Use bulleted lists when possible to make the most important takeaways in the message pop. Offer opportunities for recipients to read more on a topic by linking to blog posts, recent videos featuring product demonstrations or relevant news articles highlighting your ecommerce store or industry. In short, focus on intriguing consumers rather than overwhelming them.

Insert a signature

Create a company signature that will be inserted at the end of every email. Make sure all employees have a personalized signature with their name and direct phone line (if applicable). Many providers offer an automatic feature that inserts a sign-off phrase, company contact information, logo, title and name at the end of every message. It looks nice, it demonstrates professionalism and opens up the door to communication with customers.

1. "How People Judge You Based on the Emails You Write"

2. "Writing Effective Emails"