Netiquette: How to Properly Communicate with Clients

Netiquette is the set of rules for online communications that helps maintain respect, politeness, and a safe environment. Observing these rules significantly reduces the chances of misunderstandings, conflicts, and even legal issues. In marketing, this is especially important for building trustworthy relationships with the audience and minimizing negative reactions.

Information etiquette is an important part of working with the audience. It helps shape a positive brand image, build trust with customers, and avoid confusion or unpleasant situations.

Why netiquette is necessary

Internet etiquette is not just about politeness: it is the foundation of communications in the digital world, especially for brands. There are no gestures or facial expressions online, and everything that is known about you comes from the words you choose and the tone you use. Rudeness or harshness can easily spoil the impression and even affect your reputation.

Digital etiquette is about respect for others. It is a crucial tool for establishing trustworthy relationships with customers and strengthening your brand's image online.

7 general rules of digital etiquette

To gain the trust of your audience and improve relationships with customers, it is essential to follow the basic rules of netiquette.

1. Politeness and calm tone

In marketing, it is important to maintain a tone that aligns with your brand while remaining polite and constructive. For example, if a customer leaves negative feedback, instead of taking a position of defense, respond calmly and offer a solution to the problem. This builds trust and demonstrates that your brand is willing to listen and improve.

In the case of marketing campaigns on social media, avoid aggressive advertising that might annoy users. It's best to use a friendly yet confident tone that piques interest without being off-putting.

Here, the brand responds politely and with care for the customer

2. Respect your customers and their personal data

When it comes to marketing campaigns, it is important not only to collect data but also to handle it with care. For instance, if you are running a contest or promotion, be sure to inform participants how their information will be used, and always provide the option to opt out if a customer wishes to do so. This will help avoid dissatisfaction.

How to properly store personal data to avoid getting fined? Learn here.

3. Remember that the meaning may be partially lost in text communication

Without intonations and gestures, text often comes across harsher than intended. For instance, writing "We cannot help" may be perceived as a refusal, whereas you may actually want to express sympathy or explain that you are looking for a solution. Intonation in live communication softens the phrase and conveys that you understand the problem but cannot resolve it yet.

It is important to choose softer wording in text. For instance, "We are working on a solution to this problem". This way, your conversational partner will see that you are not refusing altogether but instead continuing to seek a way out.

4. Use stickers and emojis carefully

Emojis and stickers make communication more lively and friendly, but if there are too many of them, the text becomes difficult to absorb. In marketing, it is crucial not to overdo it. Use 1 or 2 emojis to set the mood, but not so much that the message loses clarity and professionalism.

In this example, the text is appropriately decorated with emojis

5. Try to avoid ALL CAPS

When you write everything in capital letters, it looks like shouting and creates a negative impression. For example, something like "50% DISCOUNT TODAY ONLY!!!" is more likely to repel than attract. Instead, use regular letters and highlight important points through formatting, like bold text or short phrases, to avoid overwhelming the customer.

6. Respect customers' time

No need to overload customers with unnecessary emails. For example, do not send newsletters after 9 p.m. to avoid irritating and disturbing people during their evening rest. It is better to choose a time when they can calmly read your offer.

Do not fill customers' inboxes with unnecessary reminders and repeated messages. Give them time to make a decision. One well-thought-out email with an offer will be much more effective than a dozen constant reminders.

What is the best time to send messages? Find out with the Best Send Time module! Read more here.

7. Maintain correctness

Even minor mistakes and typos may create the impression that you are inattentive to details. A bit of humor or lightness in the text is acceptable, but only in moderation. A couple of playful errors may seem natural, but too many look careless and undermine trust.

Common mistakes in netiquette

1. Excessively long texts. Overloaded messages are hard to perceive. When there is too much text, the main message gets lost.

How to avoid: Make the text brief and clear, highlighting important points. Instead of long paragraphs, use short sentences, headings, and lists. For example, instead of saying, "We are happy to offer you a 50% discount that is only valid today, and also remind you that items from the new collection are available in our store with free shipping, which we offer to all our customers", say "50% discount—today only! Free shipping on new items. Hurry!".

Duolingo keeps their email short and fun

2. Lack of personalization. Generic emails without personalization are perceived as cold and impersonal. Even when sending bulk newsletters, it is better to include an element of personalization so that the customer feels addressed.

How to avoid: Use the customer's name in the email and mention their preferences. For example, instead of saying, "We have a 20% discount on new products!" say: "Hi, [Name]! Since you liked our latest product, we are offering a 20% discount on new arrivals". This creates a sense that you care about the customer's needs. For example, with Altcraft, you can collect customer data and use it to send personalized offers that will pique your audience's interest.

3. Ignoring feedback. When a customer asks a question or leaves feedback, it is vital to respond promptly. Ignoring feedback often gives the impression that the customer is not important to you.

How to avoid: Always respond to comments and questions on social media, on your website, or via email. Even if you cannot provide a solution immediately, acknowledge that you are working on the issue. For instance: "Thank you for your feedback! We have forwarded it to our support team and will contact you shortly to resolve the issue".

4. Frequent or intrusive messages. Too frequent advertising emails or reminders annoy customers. It is very important that your messages are relevant and do not overload the customer's inbox.

How to avoid: Set an optimal frequency. For example, in case of a new promotion or discount, send an offer email, but do not bombard the customer with reminders every couple of days. Customers should not feel overwhelmed with information.

Here we explained why reducing the number of emails can help you save money without stressing out your clients.

5. Text overload with emojis and stickers. Emojis can add liveliness to communication, but their excessiveness makes the text difficult to read.

How to avoid: Use emojis and stickers moderately. For example, if you want to add emotions to a promotional message, use one or two emojis, but avoid overloading the entire text with them. This will help maintain balance and make the message appealing without overwhelming it visually.

GitHub includes a single emoji into their subject line

6. Violation of digital security and privacy. In marketing, it is essential to remember that any personal data requires careful handling. Disclosing information without consent, publishing photos of documents, or providing people with shared access to online communities without notification are all serious mistakes.

How to avoid: Always request permission to publish reviews, photos, or any other information related to customers. Use two-factor authentication and other measures to protect personal data. Do not store personal data where it can be accessed by outsiders. Do not forward photos of documents and avoid discussing sensitive information in open chats. Remember: leaking data or disclosing confidential information without a person's consent is not only a violation of etiquette but may also lead to liability for breaking the law.

Conclusion

Netiquette is the foundation of successful communication with customers online. It is not just a set of rules but a way to create an atmosphere of respect and trust, which is crucial for the successful operation of a brand. If you consider the needs and time of your customers, use appropriate language, and personalize messages, this will create a much more positive perception of your brand.

In addition to offering a good product, it is also important to communicate it in a way that makes the customer feel respected. Following netiquette eliminates misunderstandings and helps build strong relationships with the audience.