We all know that email has completely transformed how we communicate, helping us save money and time and communicate better with clients and potential customers.
However, being able to email is one thing, sending great emails is another. A good email can secure you a sale, a great email might also be shared with the recipient’s network, giving you access to an untapped pool of potential new clients.
Here are some ideas on making your email communications, such as marketing emails and newsletters, more effective. We’ve also added an at-a-glance guide which you can check your emails against.
|Hit delete||Open and share|
|Email is all about you/your product||Email is about the recipient, answers their questions|
|Email isn’t helpful||Email provides helpful, non-salesy advice (i.e. tips people can use)|
|Email isn’t timely||Email capitalises on what people are talking about or looking for NOW|
|Email is boring||Email gets people to laugh, think or share with others|
|Email doesn’t involve the readers||Email includes timely social content (i.e. a tweet or other social post)|
|Email doesn’t ask to be shared||Email includes a “share this” message|
Here are some quick dos and don’ts to help you get your emails opened and shared rather than trashed.
Do: Tailor your newsletter sign-up form so you can personalise your emails. Try to find out at the very least each recipient’s name, so you can address them personally when you send your email – this can make the difference between your email being noticed and read or ignored.
Do: Have an enticing subject. Are you more likely to open an email with the subject “Our new product” or one that says “One practical change that could double your sales?” Try subject line tactics such as personalisation, intriguing questions, teasers and non-sales language to get your emails opened.
Don’t: Roll out a dull sales speech – it will turn people off and no one will want to wade through it themselves, let alone share it. Think about what people want and then try to surprise them or make them laugh, or share some genuinely useful information and you’ll have much greater success.
Personally I like Innocent’s emails and would recommend signing up – it’s all about healthy eating rather than just their products but like the best companies they still manage to weave in a few product promotions – and by that time potential customers are actually listening!
Do: Offer a little incentive. If you’re pitching to a potential client, offer a little free advice. It’ll catch their interest and work as a teaser for your full services.
Do: Pick the right time to send your emails for optimum impact. Plan your year out early so you can ensure your emails are timely and topical. Time it right and you could catch a wave – miss the key window of opportunity and your email is just inbox clutter.
Do: Feature real people. Have a buzzing Facebook page? A friendly Twitter community? A cracking case study? Feature their best comments or answer real questions in your emails/newsletters. It will humanise your company, make your customers feel included and also boost your social media activity.
Don’t: Forget to be social. If you want your email to be shared, make it easy! It’s often overlooked but do add in like buttons, Twitter share buttons and G+ buttons.
Don’t: Forget mobile access. A large proportion of emails opened are done so through mobile devices, so it’s essential that your email communications are mobile-friendly.[Image courtesy of Master Isolated Images/FreeDigitalPhotos.net]