26 Sep 2015

Make Your Email Stand Out

Employees spend nearly one-fourth of their workday, on average, sorting through their email inbox, a study by McKinsey found. Email is the most used form of communication in the workplace, but it’s also easy for the emails you send to be quickly deleted or marked as irrelevant.

Salespeople, particularly those who rely on email as their first point of contact with prospects, need to ensure their emails are relevant, appropriate, and able to cut through the noise of a busy inbox. Needless to say, so do marketers.

Here are  top tips for crafting an email that will encourage opens, generate interest, and warrant a response.

1. Perfect the subject line

A subject line is the gateway into your email. It needs to instantly grab the receiver’s attention to ensure your email doesn’t end up in the dreaded junk folder.

First, keep it short: Place the most descriptive words at the beginning of your subject line to give readers a quick snapshot of what your email contains. For salespeople, in particular, putting “Proposal” or “Meeting Request” is a great way to start a subject line. These kinds of words clearly let the recipient know what you’re connecting about, so they aren’t confused or surprised.

A generic subject line isn’t going to pique the interest of a lead or prospect. Asking a question or including a stat can give recipients a glimpse into the purpose of your email and may entice them to click open.

And don’t be afraid to get creative when crafting a subject line. For example, one of colleagues received a follow-up email with the subject line: “WANTED:” and then his name written after the colon. The email body had a WANTED poster image with his name and face on the image; needless to say, it grabbed colleague’s attention. He hadn’t been responding to the senders’ emails, but he immediately responded after receiving that email.

Still, maintaining a certain level of professionalism is important. Emails are becoming more informal and conversational, but it’s difficult to impart tone via email. Keep that in mind when sending an email that is a bit more creative than the usual. Worst case scenario for an email you thought was witty or creative: your recipient takes it the wrong way.

2. Keep it short and simple

Don’t offset your concise subject line with a longwinded email. Visually, a long email can seem overwhelming and may deter the recipient from reading it. Among salespeople, this is one of the most common mistakes during email outreach.

To help keep your emails short, use the first two sentences to connect with your recipient and then quickly establish your purpose for writing. Those first few sentences are prime real estate in your email. They are especially important if your recipient uses the inbox preview pane.

Within the first few seconds of reading your email, recipients should have a clear understanding of who you are and why you’re reaching out.

If you’re a salesperson, right from the get go provide a compelling stat or an example of an outcome your product or service has produced for a client. Doing so will help build credibility and capture interest in a few short sentences. After your introduction, you can then go into more detail about your product or service.

However, make sure you don’t use email to sell all the great features of your product or service; a phone call or in-person meeting is a more appropriate channel for the actual selling. The purpose of your initial outreach is just to provide a glimpse into some of the useful features your product or service offers in order to hook the recipient into responding and, eventually, having a more in-depth conversation over the phone or in person.

3. End with a specific call to action

This is one of the most important tips for writing an email that will elicit a response. Pose specific questions, such as, “Are you free to discuss this further next Tuesday at 2 PM?” Identifying a specific day and time, along with an alternative day and time, makes it easier to schedule something with a recipient, versus going back and forth with each other’s schedules.

Once you are done drafting your email, it’s important to make sure it gets to the right person. Targeting specific people who have the power to make buying decisions is the most effective use of your time—and email. Google and LinkedIn are both great resources for finding the right decision-makers.

After you’ve found the right person and hit “send,” an email tracker can help you better understand whether your email was successful by determining its reach and effectiveness. Email trackers can even tell you the number of times your email was forwarded, the geographic location it was opened, and what devices the email was viewed on. That information can be helpful in determining not only whether your email strategies have been effective but also when and on what channel to follow up with your recipients.

Source: m.marketingprofs.com
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25 Sep 2015

Building a quality email marketing list

A quality in-house email-marketing list is essential if you contact customers via email. But how do you put such a list together? Tim Watson of Zettasphere outlines the steps to take when building an email  marketing list

  1. Quantify the value of an email address. If you identify how much an email address is worth to your business then you can set a budget for increasing the size of your database.
  2. Set objectives for building an email marketing list. Be selective: what sort of people do you want on your list? How many of them? When do you need your marketing list to be ready? Think about quality, not just quantity – a large list of the wrong people is of no value. A smaller amount of well-targeted data is of higher value.
  3. Never miss a chance to ask for permission to email a customer. Think of every point where you have contact with a customer and how you can add a request for email permission into the process. Customer touch points include: all contact by sales personnel, telesales, transactional emails, your website home page, the online transaction process, in-store flyers, till receipts, exhibitions, printed correspondence, training events, conferences, direct mail, user groups, blog postings, social networking contact pages, corporate standard email signature or footer.
  4. Educate all client-facing staff on the purpose and value of email address collection. This is especially necessary for staff involved in data inputting processes, as they need to understand the value and need for accuracy. An email address mistyped is a lost opportunity.
  5. Ensure the ‘Subscribe’ form on your home page is easy to find. Don’t stick it down in the bottom right where nobody looks. Better still, include a subscription form on many or all pages, not just your home page.
  6. Ask for the minimum of information at the time of sign up. Consider asking just for the email address on a first stage form and once this is given go on to ask for a few more details. But still keep it short and avoid asking for sensitive information. The strategy should be to collect more data over time as the relationship builds.
  7. Explain the benefit of subscribing. What is your email value proposition? Why sign up for your emails as opposed to the thousands of other emails? Explain what you will do with the email address and give an indication of how often you will email. Consider offering user-selected email frequency – daily, weekly, monthly.
  8. State your privacy policy clearly. Put it right next to the submit button on our subscription form. Make your policy one of not sharing or selling the data you collect.
  9. Use incentives to get people to subscribe. Your mantra should be ‘free, win or save’. This could be a report about your product, a special offer or a competition entry, for example. By making the incentive related to your product or service, it will improve the relevance of your subscribers. If you offer a competition for the latest iPod and your business is antique furniture you will get people to subscribe who simply want an iPod but may not be interested in antique furniture.
  10. Don’t trick people into giving you permission to email them. An example would be a form with linked terms and conditions in which the fifth paragraph states that by completing the form permission is being given to receive your regular emails. It may be legal but it’s not sensible or an effective way to build a quality list.
  11. If you need sensitive information, explain why it’s needed. If possible, use ways to reduce the level of sensitivity. Most people are more comfortable giving an age range than a date of birth, or a salary range rather than their actual salary.
  12. Include use of a ‘recommend a friend’ process in your e-marketing. Offering an incentive to both the recommender and their friend will increase its use.
  13. Use viral campaigns. A viral campaign is an email campaign made up of a quick fun activity, such as an online game or other type of entertainment. They should always feature an easy way for someone to forward their game score to a friend. Once again, an incentive will help the spread of your email.
  14. Avoid third party data. This is typically of low quality and can harm your reputation and reduce the number of emails successfully delivered.
  15. Don’t be aggressive when asking for permission to email. For example, don’t use a pop-up window the moment someone hits your home page. People will need to read something about you before they will consider giving an email address.
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11 Sep 2015

Tips for Effective Email Marketing

Tips for Effective Email Marketing

Email showcasing is a profoundly successful apparatus for connecting with clients and advancing your business, albeit hitting the nail on the head regularly demonstrates troublesome. The following are 15 top tips on the best way to accomplish powerful email showcasing;

1. Be imaginative

Many messages hit your client’s inbox once a day, what makes your email distinctive, why would it be advisable for them to peruse it?

e.g.

Offer included worth

Empower engagement

Welcome input

2. Guarantee messages show on cell phones e.g. Cell phones

Have messages in both html and plain content – permitting individuals to peruse the email in the event that it doesn’t show accurately

Likewise incorporate a connection to a web rendition of the email

3. Be individuals centered

Promoting is about individuals; clients, representatives and so forth., so it bodes well your messages would be gone for individuals as well

Email based learning

Personalisation

Redo your messages e.g. customize name – it reveals to you know who you are sending your messages to – you have to demonstrate every client they are vital to you

On the off chance that conceivable customize different areas, e.g. proposals, things they may discover fascinating

4. Importance

Profoundly critical!! Clients won’t open an email that is not applicable to them

You are then squandering cash sending messages with no possibility of an arrival

You will lose your believability by sending messages to the wrong target

5. Consider deliverability disappointment rates important

A considerable measure of organizations disregard this – once the email is sent they concentrate on the arrival they get, yet not the disappointment rates – this is critical to evaluate why those messages have fizzled – counteracting future pointless expenses and boycotting

6. Make it simple to unsubscribe

Anticipating dissensions and messages being accounted for

7. Keep your content short and simple to filter

Content must be short – you are sending messages to occupied individuals – consider which messages you read, and why you read them

8. Continuously test messages before sending

Important!

Test connections, appearance, cross program testing and so forth – make your messages look proficient and give a positive impression to potential clients

9. Keep titles short and exact

Keep it appealing

What might make you sufficiently intrigued to open an email?

Offer the peruser something…..insight, an arrangement and so forth.

10. Compose like a human

You are composing to other individuals, so compose something you would feel great perusing

Sound cordial, yet at the same time proficient

Try not to over-burden with techno-talk

11. Clear suggestion to take action

Make a suggestion to take action, yet not a cruel offer, make it an arrangement they can’t deny

12. Get a genuine feeling of you’re client

Know your clients

Do statistical surveying – comprehend your clients and focus on your promoting to address their issues

13. Arrangement your crusade

Don’t simply make an email by tossing irregular materials together and send it out to whoever you can

Incorporate complimentary substance, state-of-the-art content – e.g. industry news, neighborhood news and so forth.

14. Tuesday/Wednesday expanded reaction

By sending your messages out on nowadays you are required to get a more noteworthy reaction

15. Consistency is key

In the event that you are conveying messages consistently e.g. month to month bulletins, guarantee the arrangem

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