You still need to get through to potential customers and make that critical first impression — even if you can’t do it in person.

And more and more, that first contact is occurring through e-mail.

Your challenge: to make sure your e-mail stands out from the ads, spam, chatter and other marketing messages that land in prospects’ inboxes.

Sure, you already know what you want to say — but perhaps more importantly, here are five critical things not to say or do:

• Underestimate the subject line. It may be the only chance you have to grab your target’s eye. Make sure this opening line is meaningful (not clever, funny, mysterious, etc.) Example: About Thursday’s meeting.
• Fail to address the recipient. Even if you’ve e-mailed the prospect before, it’s still important to address that recipient by name. Everyone loves to see their own name. Just be sure you follow suitable business form: Dear Ms. Smith, Dear Mary, Mary, etc.
• Send your secrets. They’re not safe on the Internet. Don’t send an e-mail that you wouldn’t want to see plastered on a billboard the next day. Once you press send, it’s out of your hands — and it could end up anywhere. If you have a confidential message or sensitive questions, stick with the phone.
• Skip grammar and spelling checks. It only takes a few moments to check your work. Pay special attention to there/their/they’re and to/two/too.
• Fill in the “To” line before you’re done. Don’t fill in the “To” line until you’ve completed and read back through the e-mail. Check your tone and review your logic. Did you make the point you set out to get across, or did you wander off-topic? By making the recipient’s name the final piece of the puzzle, it’ll nudge you to review the message before pressing the send key.

Tags: e-mail, inboxes, marketing messages, spam