Emails are one of the most effective marketing techniques for your business when they are done right. On the other hand, an ineffective email might get deleted before it’s even opened. You can follow the following steps to ensure that your emails are getting read every time and that they are promoting your business in a positive light.
- Make emails feel more like a conversation than a one-way speech. Customers get talked at all the time, but businesses don’t often talk with their clients. You can do this by writing eye-catching subject lines so that the emails don’t get automatically deleted. With that said, don’t promise things you can’t deliver in the subject line.
Also, you should communicate in your natural style of speech in your email. Use slang or drop your g’s if that’s how you really talk. It will endear your audience to you. They’ll feel like they know you and be personally invested.
- Make the entire email feel personal. Some email tools will allow you to insert a code that changes to the recipients’ names. When an email begins with “Hi Frank!” rather than “Dear Valued Customer,” your recipients will feel like you’re speaking directly to them.
Have a reply email that looks like someone will actually read the replies. (Then, of course, read the replies!) If the return email is “no reply,” your customers will get the impression that you don’t care what they think. Plus, you have the opportunity to make future sales with the same customer.
- Marketing emails should have informative or promotional messages in order to stay out of your customers’ email trash. In other words, don’t email them just to say hi. In the end, customers want to know what you’re going to do for them. You could include newsletters, sale information and surveys in your marketing emails.
Be careful not to use all caps or many exclamation points in the subject line or opening sentences of your marketing email. Don’t use clichés like “Don’t wait! Order now!” either. Spam filters often send emails with these elements straight to the spam folder and your customers will never see them.
- You may send transactional emails after customers purchase a product or return an item. You could market additional products by sending an email that introduces them to products they may not know about, or you could send tracking numbers for ordered items.
Your customers will know that their purchase wasn’t a one-and-done transaction for you. They’ll feel like their purchase was just the beginning of a long-term relationship. Make sure that you send transactional emails promptly. The customer shouldn’t get a thank you for their order 2 weeks after their shipment arrives.
- An operational email, such as your business’s holiday hours or scheduled maintenance, can also be used to tell clients that you are giving your employees a day off or that you are making improvements to your business or website.
Use these emails to explain to your customers why these “housekeeping tasks” will ultimately benefit them.