Using email campaigns as a form of marketing can be hugely effective. They help you maintain an element of rapport, simply by touching base regularly with your current clients. And it’s a great touch point to open a dialogue with prospects.
Reporting and statistical data from an email marketing platform can also provide an insight into your contacts, by seeing who opened the email and who clicked on different subject lines or links. It’s great feedback on what people find interesting.
But before you go sending out emails willy-nilly, there are some crucial elements to take into consideration when contacting clients via email. Here are just some of the basic pointers. You can also go as far as thinking about the day of the week and time of day you send the email, to generate more readership. Do your research, have someone on your team who works on this and, over time, you’ll be surprised by the results.
These days there are strict rules surrounding invasion of privacy and, in this instance, spam. Before you send an email to a customer or prospect, you need to have their approval for you to contact them. When filling out client forms or retaining any sort of information, use this as an opportunity to ask if they’d like to receive promotional information or emails relating to your products or services. Another thing to remember is the unsubscribe button. This is almost as important as the request for approval and needs to be evident in all your client communications. Do your research about what needs to be included, and add these to your email templates.
You know when you receive uninteresting snail mail in the post at home? Before you even look at it, it’s scrunched into a ball and thrown in the bin. Well, unless your emails have substance, the same thing is going to happen: instant deletion. If you don’t have anything good to say, don’t say it at all. If you find your emails are lacking in quality content, send them out less frequently so that you have some interesting information when you do send something out. Of course, if you have a special promotion or some exciting news, you can deviate from the plan and send this out as a special bulletin.
Thanks to technology, we can now use real names in bulk email marketing campaigns, rather than just a ‘hi there’. Regardless of the software program you’re using, it should have the capability to perform this task. What you’ll need to do first is ensure your database captures information correctly, so that when your email is sent out, Mary isn’t receiving Robert’s letter.
No one likes to be hounded. If you bombard your clients with constant emails, they’ll very quickly unsubscribe. How much you have to tell people will drive how regularly you send emails. But consider also how many other businesses may also be emailing your clients and the sense of pressure or outright annoyance this creates. For your own email campaigns, once a week or fortnight is generally best and perhaps even as infrequently as once a month
Grab their attention! Tips for crafting email subject lines
In the fast paced world we live in, it’s easy to overlook or ignore the constant stream of emails entering our inbox. Clicking to delete is a common management strategy. So, what can you do to encourage someone to open your email and read it? A great subject line is where you start. A catchy and attention grabbing subject line is more likely to entice your readers to stop what they’re doing and take the time to engage with your communication. Here are some quick tips when constructing the perfect subject lines.
Sweetness and light
No one wants to read the whole email in the subject line. It needs to be short, simple and straight to the point. According to a study done by the email marketing brand MailChimp, the subject line should be no more than 50 characters in length. Sometimes subject lines of just one word can be the most effective and enticing.
Make it urgent
Creating a sense of urgency with call lines like ‘One Day Only’ and ‘Limited Edition,’ can grab a reader’s attention and pull them in hook, line, and sinker.
Break the numbers rule
We’ve all been told that we write the word for a number, instead of using the number, but in this instance, it’s more enticing and attractive to readers to see a 5, rather than a five. For example, ‘The top 5 things to get Dad for Father’s Day’. This is simply more visually appealing for your readers.
Ask a question
Asking a question in the subject line instantly starts the reader thinking about an answer, and it spurs curiosity to read further into your email. In a sense, it’s a form of click bait.
If you’ve stored away client information, it’s likely you’ll have birth dates or information on the time they first became a client. Send happy birthday or anniversary emails on these dates in a celebratory tone, letting them know you haven’t forgotten about them.
Take the time to consider subject lines as they are almost as important as the email itself. Without a good one, your carefully crafted text may end up as an instant delete.