In a market where consumer trust is hard to gain and easy to lose, businesses cannot afford to misstep in their communication, particularly amid economic downturn and shrinking attention spans. To avoid spooky email blunders this Halloween, marketers can review their current email strategies and avoid communication mishaps using the below top tips. 

Top Tips to Avoid Email Horrors:

1. Avoid the ‘casual chills’ 

If your emails are too casual or cluttered, it can frighten recipients away and create the wrong impression. In fact, our research found that 64% of consumers are likely to lose trust in a brand if its tone is too informal. Ensure your email signature reflects your brand's professionalism and keep language consistent to prevent this digital horror.

2. Tackle the outdated branding beast

Outdated logos and colours in emails can devour your credibility. Branding is a marketer’s secret weapon and can influence consumer trust and decision-making, especially given that 69% of UK consumers think it is important for companies to have consistent branding across all of their emails. Ensuring every employee is acting as a brand advocate by providing them with consistent, professional email signatures can keep the ‘outdated branding’ beast at bay. 

3. Beware the compliance coffin

Missing disclaimers and privacy notices can trap you in a compliance coffin, haunting your brand long after your email is sent. Keep your audience up to date on your brand’s security and compliance credentials by including all necessary disclaimers in each email. This can even boost customer trust, given that 88% of IT leaders are more likely to select a software provider that has visible security credentials. 

4. Banish broken links

Marketers can unintentionally leave recipients stranded at a dead end thanks to broken links. Ensure each link in your emails works correctly to maintain your brand's trustworthiness and guide users smoothly to their intended destination. 

5. Steer clear of spooky language mistakes 

Even small typing errors can spook email recipients. Proofreading is your first line of defence to keep spelling mistakes from tarnishing your communications. The same goes for incorporating slang into emails–58% of consumers feel disconnected from a brand when informal language is used in emails. It’s important to stay mindful of tone and register depending on your audience. 

6. Fix email marketing horrors with the right tech 

Marketers can avoid email marketing horrors by using intuitive tools that deliver consistent branding, promote marketing campaigns and gather real-time customer data. Ensure your brand's digital communications uphold the highest standard with a polished, professional touch.

7. Guard against phishing fears

With digital security top of mind, professional, branded email signatures reassure recipients of the email’s authenticity. In fact, 64% of consumers say that a professional email signature increases their trust in the sender, and 38% believe it signals legitimacy, helping to guard against phishing worries.

This Halloween, Exclaimer reminds marketers: beware the email blunders that haunt and follow these tips to keep brand communications polished and professional.