Don't Assume Your Clients Read Your Email

Don't assume people read your emails. They don't read them. You answered the same thing over and over and over again, and you feel like pulling your hair out because you feel like you've already said this. Sometimes you feel like saying “please see line six of email sent on July 2nd, 2022,” but is that response the best solution for this issue?

There are three types of email readers:

1. People who will read every single word. They print out a long email and highlight it. You don't have to worry about them. They will even tell you when you have a typo too.
2. The ones who skim. Okay, I'm a skimmer. I have to say, I'm a skimmer, bullet point person.
3. And then there's the people who say, “what email?”—although sometimes an email ends up in the junk folder.

You have those three different people, and they're all your clients. There is information they need to know, so you send them an email. Then a week later, they ask you a question that is answered in last week’s email.

How do you fix this?

Well, it just comes down to repetition. We need to hear things at least seven times before we commit them to memory. Don't feel like you're being repetitive because people don't remember.

There's a lot of stuff going on in your client’s world. If you're trying to tell them something, there’s a good chance they’re not going to remember because they have so much going on.

How do we communicate with our clients then?

1. Have a client-only Facebook group—share important messages in there, in addition to email. Go live in the group. Keep up with the group consistently. Create events in the group for live sessions.
2. Make sure your email list is segmented so that you are not sending emails that are irrelevant to subscribers.
3. Create a series of emails to share specific points with your clients in small chunks. This involves some automation, but the setup is well worth it as people can digest smaller emails easier than emails with 42 pages attached.

And when you are sending emails, remember to keep them short, give them bullet points and don’t shy away from video!

About the Author

Most people know me as a travel agent and a sales coach. As a travel agent, I worked with over 800 clients and booked over $4.5M in sales over the course of a nine-year career. Now, I teach agents the processes and strategies I used to build that business through my training programs at Guts Grit Goals and in my Facebook group: Sales and Marketing Tips for Travel Agents.