Email Marketing Remains the Best Channel to Reach Customers – if it’s Done Right
You look at your email inbox, and there are 8 unread messages. Four look like spam, three are from companies you do business with, and one is from a friend. Which one gets opened first?
Pretty easy choice.
An old adage says “people do business with people they like,” and another of my favorites is “people will forget what you said. People will forget what you did. But people will never forget how you made them feel.” Make your customers feel good!
So, here are a few tips to help your emails get opened, read, and then hopefully converted to sales.
1. Don’t waste people’s time. Never send an email unless it will benefit the reader. Offer something – a discount, a freebie, even a tip that might help make them healthy, wealthy or wise.
2. Use your name as the “from” address – it’s more personal than a company name and most people appreciate that.
3. Personalize the email with the recipient’s first name. “Dear Bob” is better than “Mr. Smith” but don’t overdo the name in the content of the message. You don’t want to come across as creepy.
4. Respect your reader’s time and intelligence. Keep it short, to the point, and friendly.
Again, keep it short, and be different. I sent out a campaign once with the subject line “You’ll be Happy if You Open This.” It worked! Hillary Clinton once sent out an email blast inviting people to attend a $500-a-plate fundraiser and her subject line was “Lunch?” It was very successful.
Experiment, and track results.
It’s a good idea to start by stating the purpose of the mail, then write 3-4 bullet points and a summation. Include a call to action, and always, always, always thank the customer!
If you’re using GMass you probably already know that personalizing is easy with the mail-merge function, and you can see who opens the emails with Tracking and then follow-up with Automatic Reply Management. We are always adding new features and functionality.
We get the message to the reader, it’s up to you after that!