Email Etiquette 101: California Business Edition
This morning I was advising my father on how the not-for-profit group he volunteers for should set up an information website for a fundraiser. Among other tips, I told him he had to be very mindful about how to email people. This is a conversation I’ve had with many clients, so I thought I’d share easy to follow guidelines.
Though California, known for its laid-back culture, to work successfully here, you need to meet specific business expectations. The state doesn't have unique email laws but it does have unique privacy laws, which makes adhering to general business etiquette and clarity of email acquisition essential.
Key Legal Frameworks - Worldwide
While specific regulations vary by jurisdiction, some of the most influential laws include:
CAN-SPAM Act (United States): This law sets the foundation for email marketing in the U.S., outlining requirements for clear headers, unsubscribe options, and truthful content.
GDPR (European Union): This comprehensive data protection law mandates explicit consent for marketing emails, offers robust rights to individuals, and imposes significant penalties for non-compliance.
CASL (Canada): Similar to CAN-SPAM, CASL outlines specific requirements for commercial electronic messages, including express consent for marketing emails.
California-Specific Considerations
While California doesn't have a specific opt-in law for email marketing, it's important to be aware of the California Consumer Privacy Act (CCPA) and the California Online Privacy Protection Act (CalOPPA). These laws focus on data privacy and transparency, which indirectly impact email marketing practices. It’s very easy to add privacy language to your website, and adhering to guidelines is free! Check out Termly for more information and templated forms.
Even if you're targeting a specific state or region, it's advisable to adhere to the most stringent regulations to ensure compliance.
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Fundamental Guidelines for Professional Email Communication in California and Beyond
Be Clear and Concise
Get to the point: Californians value efficiency. Clearly state the purpose of your email in the subject line and opening paragraph.
Keep it brief: Avoid unnecessary details. Use bullet points or numbered lists for clarity.
Maintain a Professional Tone
Formal greetings: Use "Dear [Name]" for initial contacts and follow-up emails.
Polite closings: End with "Sincerely," "Best regards," or a similar formal phrase.
Avoid slang and emojis: Keep your language professional and appropriate for business communication.
Proofread Carefully
Typos and errors: Mistakes can undermine your credibility. Proofread your email before sending.
Grammar and punctuation: Correct grammar and punctuation enhance readability.
Though many of us use auto correct and even ai content generators, it’s still valuable to proofread by reading your copy out loud. (full disclosure - I’m a queen of typos and need to practice what I preach here)
Respect Time Zones
Consider recipients: Be mindful of time zones when sending emails, especially if you're communicating with clients or colleagues in different parts of the state or country.
Avoid late-night, weekend, and holiday emails. Think to yourself, ‘would I call someone at this time?’ If the answer is no, then don’t email them either.
Data Privacy and Security
Sensitive information: Don't send sensitive information via email. Use secure platforms for confidential data.
Email security: Be cautious of phishing scams and email attachments. Verify the sender before opening.
Manage Cadence and Review Analytics
Offer a choice what types of emails a customer will receive, and honor that request!
Stick to a schedule so people know when to expect your email.
Whether or not you use an email crm, you have access to open and engagement analytics. Review this regularly to assess what is working and when.
Additional Tips
Reply promptly: Aim to respond to emails within 24 hours, even if you don’t have answers to questions or requested information. Reply to inform that you’ve received communication and to share an eta of when you will have a follow up.
Use a clear signature: Include your name, title, company, contact information, and any relevant social media links.
Forwarding emails: Be cautious about forwarding emails without permission.
Don’t copy people who don’t need to be copied.
Start a new email chain to remove people who don’t need to be part of the conversation.
If an email thread exceeds five responses, pick up the phone or hop on a video call!
By following these guidelines, you'll create a positive impression and build strong professional relationships. Remember, effective email communication is a key component of successful business interactions.
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Opt-In
Opt-in guidelines are the bedrock of email marketing compliance. They dictate how businesses can collect and use email addresses for marketing purposes. Essentially, they ensure that individuals have control over their personal information and protect them from unsolicited emails, commonly known as spam.
Types of Opt-In and Best Practices for Opt-In Compliance
Transparency: Be clear about how you'll use email addresses in your opt-in language.
Clear and Conspicuous Opt-In Forms: Make it easy for users to understand what they're signing up for.
Single Opt-In: This is the most common form. Users provide their email address, and you can immediately start sending marketing emails.
Double Opt-In: This provides an extra layer of protection. After providing an email address, users receive a confirmation email. They must click a link in this email to verify their consent before you can send marketing emails.
Honor Unsubscribe Requests: Process unsubscribe requests promptly and accurately.
Data Privacy: Handle email addresses responsibly and securely. This might be a no-brainer, but it’s very important to keep in mind when managing email and contact lists.
Stay Updated: Keep abreast of changes in opt-in laws and regulations.
Would you like to delve deeper into a specific aspect of email etiquette, such as writing effective subject lines or handling difficult email situations? If yes, be in touch: talia@hardhatcomms.co (yes, we’re a co, that’s not a typo)