The demise of email has been prematurely announced many times, but the reality is that email is still the top marketing technique. Tailoring email correspondence carefully, and focusing on an effective email marketing strategy is still well worth the effort.
And while there are other popular communication channels out there, they don’t negate the importance of email for sales and marketing communication. Simply put, sales and marketing efforts cannot take place without what email affords them.
You have a small window of opportunity for capturing a recipient’s attention and nudging them one step closer to a purchase. You have to carefully craft email messages, so they will have a maximum positive impact and include valuable information and content that applies to their needs.
Let’s examine all the necessary components for crafting persuasive and effective sales and marketing emails.
What day and time you send your emails contributes greatly to the overall success of your email marketing. It’s crucial that you pay attention to behavior patterns and trends regarding open rate and engagement rates not only across the board but within your particular industry as well.
For example, more emails are opened on Tuesdays than any other weekday, making it a prime day to schedule your outreach. But as for getting a decision from a potential client, businesses tend to have better luck later in the week. This makes sense when you think about it. The beginning of the week is for playing catch up and focusing on important day-to-day tasks that are a priority. This leaves some time later in the week to respond to pending questions or emails that require action. With that said, we don’t recommend sending emails on Friday, as that’s the day people tend to take off more, and you may receive a lot of out-of-office responders and risk getting your email buried in their inbox.
Knowing Your Recipient
The more you know about your potential customer, the more relevant you can make your message. And the more relevant your message is for your recipient, the more it will resonate with them and leave a lasting impression on them. Fortunately, with the help of a CRM, most sales and marketing professionals either have or can acquire the necessary information to be able to craft messages that ring true with their intended recipient. And of course, with long-time customers, it’s best to use what you know about them to “speak their language” and hit on the points they care most about.
A CRM will track your recipient’s website activity, log their industry, company name, and other important information that can help you zero in on where they are in the buyer’s journey. This gives you ample opportunity to send them the content they need and will find useful.
Utilizing the “Small Ask”
The classic “foot in the door” technique works because when someone answers “yes” to a small, rather innocuous question, they’re more likely to agree to further questions. It’s just like ice breakers. When you’re able to ease someone into something, it makes the rest of the process move a little easier.
Sometimes the “yes” answer is obvious, but that doesn’t mean the technique doesn’t work. You can ask, “Do you want to improve your outreach?” with the confidence that their answer will be, “Of course!” This agreement helps the reader be in a positive frame of mind and more likely to read further to learn more.
One way to make a positive connection with your email recipient is to make your emails more personal. For example, include a simple headshot with your email signature so they can see that you’re a real person reaching out to them. You’re no longer just a name, and that can increase a sense of collaboration from prospective clients and aide in developing trust quicker.
If you have content or information that’s relevant to the prospect, weave that into your email narrative. For example, say you know that this person is a customer of a company that has recently made headlines for having major shipping problems. Acknowledging the significance of this occurrence sets the stage for describing how your company ensures reliable and fast shipping. It also shows how well you know this person, and how well you’ll be able to fulfill his or her needs.
Putting Them in the Driver’s Seat
Nobody likes a pushy hard-sell. Not only does it create an uncomfortable situation involving pressure and expectations, but it implies that you know what’s best, no matter what. It can come off as arrogant and lack the soul needed to create a mutually beneficial relationship.
Simple reassurance that you’re not pushing your preferences onto your email recipient helps them say “yes” to you. You could word this information like, “Based on our past conversations, I think switching vendors is the best long-term solution for you, but of course, it’s ultimately your decision.” Or, you can simply focus on providing prospects with all the education and information they need so that they can make an informed decision when they’re ready. This conveys that you strongly believe in your product, yet you respect your prospect’s decision-making abilities.
Don’t believe those who claim that email marketing is dead. Email marketing has lasted so long precisely because it works. The right sales and marketing software can help you make the most of this effective communication channel, and when the right email templates and email tracking, you’ll be unstoppable.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.