As a travel organizer, most of the communication you have with your clients is through email. It is an important communication tool for your business, and credits your professional image. That’s why it is important to avoid making some of the common email mistakes we see repeated.
A great email communicates your message clearly and nurtures your relationship with your clients. On the other hand, a poorly written one lacks professionalism and can cause the recipient to lose trust in you. To help you build strong relationships and speak better for your brand, we have put together a list of mistakes to avoid.
Whether it’s marketing emails, client communication, or messages to your suppliers or colleagues, check each mail you send out for the following:
Before opening an email, the first thing a person sees is the subject line. Therefore, it needs to let the reader know what’s in store for them once they open it up.
One of the common email mistakes that people make here is being too vague in the subject line. For example, sending out your newsletter with just the words newsletter in the subject line may land up with it being passed over.
Instead, make it more specific or enticing so that the reader knows who the message is from and what they can expect to find in the content. After all, they did sign up for it in the first place. Find out the latest travel industry news from [company name]’s monthly Guide provides a bit more information to the reader. They know who the sender is and what to expect when they read it.
Also, don’t make the subject line too long. That is the best way for your message to end up in the spam folder.
When you send an email, you want to create a connection with the reader. So it is counterproductive to make a disconnect by sending it from a no-reply, or do not reply, mailbox. It tells the reader that you are not open for communication and again, may well end up in the spam folder.
Instead, send mails from a marked account that has a name and people can respond to. It adds a personal touch and feels a lot less mass delivered.
Nothing reads unprofessional like spelling mistakes, bad grammar, and incorrect punctuation. In a business email, these sorts of errors can diminish your authority. Avoid making common email mistakes like this one by using a spell check tool or proofreading your message before hitting send.
You could also ask a colleague to give it a once over and check the tone of the email for appropriateness and professionalism while they are it.
When communicating a message to a client, keep it as concise and to the point as possible. Your point may get lost in communication if the email is too long-winded email with filler content. Elaborating too much on a specific aspect of the message can result in the reader losing interest in your email.
Make sure that every word spells out your intent. Your readers are much more likely to stay interested and engaged if they can pick up the point right away.
There is a fine line to walk when it comes to your email formality. Too formal, and you create a sense of distance between you and the reader. Too informal, and it can come across as unprofessional.
The best thing to do is to consider how you would address the recipient if you were face to face with them. Maintain that standard of relationship in your written communication. At the end of the day, you want to come across as friendly yet professional.
Avoid using emojis or abbreviations; they are better placed in social media space. Writing things out in full shows that you are willing to put the time into having a conversation with the person on the other end.
This applies mainly to an email newsletter when you curate content to send out. One of the common email mistakes in this instance is being overly promotional or self-serving. Readers are typically interested in content that benefits them, so be aware of how many book now CTA buttons you include in your message.
A successful newsletter shares the right content. Your readers will want to see the latest travel industry news, and related useful information. The content should be informative and provide value to them. Explain why you have included the content you have, and highlight the benefits for the recipient.
While it is not ideal to lose an email subscriber, it does happen from time to time. Not everyone is going to be a repeat client, and after going on your tour, may want to cease communication.
In this case, ensure that the unsubscribe process is an easy one to follow. If it is unclear or difficult to do, you may find that readers contact you to complain. The last thing you want to do is to make anyone unhappy.
Provide a clear link that directly opens up to an unsubscribe button. In this box, let the person know that you are sorry to see them go and remind them that they will be able to subscribe again at any time should they wish to.
Again, this applies to your newsletter. If you send one out, be sure to do it regularly and on a schedule. People will come to expect to receive it on a certain day or at a certain time, whether weekly, every other week, or monthly.
By avoiding these common email mistakes, you will put your travel brand in better stead to build stronger relationships with your clients, suppliers, colleagues, and friends in the industry. Getting your message across clearly should be a priority for your travel company.