SENDING MASS EMAILS TO CUSTOMERS AND PROSPECTS
IS THE #1 HIGHEST ROI MARKETING TECHNIQUE
In a day when methods of communicating are proliferating like rabbits, it would seem like emails might be an old hat. Predicting the demise of emails is great for headline-grabbing, but after over 20-years of helping companies grow and prosper, the number one way that consumers say they would like to be connected with by companies? An EMAIL.
Creating a great list is the starting point for any serious email campaign. With Customer Relations Management (CRM) systems taking daily client-facing tasks at most companies today, the email list is readily at hand. If you don’t have CRM, you can easily get started with outstanding free systems like the one available at Hubspot.com. Alternatively, you can keep your list on paper, spreadsheets, databases, or even just in the application you intend to use for creating and sending the emails, such as Constant Contact or AWeber.
COMPELLING SUBJECT LINES AND CONTENT
Once you’ve accumulated a list of at least 100 or so customers and clients, the next step is to start sending out emails. You have three goals in sending out email blasts.
To be remembered – kind of like giving away a refrigerator magnet, the mere fact that your email shows up in the inbox is a reminder that you exist.
To get the email opened – the national average for bulk emails to be opened is under 20%. With a bit of knowledge, you can get that up to 25 or 30%
To get folks to make a decision to take some kind of action – You would like them to click to an offer, call you, email you, buy something, or even answer a survey.
There are just two secrets to getting the email opened. A COMPELLING SUBJECT LINES and CONSISTENT INTERESTING CONTENT. Let’s address those in the opposite order.
Different folks have different interests and different ways of consuming content. Some folks love funny cat videos (the number one most watched content on YouTube), other folks prefer short dramas or fingernail polish application shows. You want to create content in your emails that will keep your list wanting to open the next one.
Email recipients who are bored by content three emails in a row
STOP opening those emails in the future.
The best way to keep your opening rates high is to offer three pieces of interesting content in each email.
SOMETHING FOR FREE
Now to the subject line. THINK LIKE A CUSTOMER.
What would you open?
Any one of these can become even more compelling if it is offered every month. I’ve had clients use the cute cat video of the month as the driver. I had a lawyer-client use the dumbest criminal of the month. You set the idea
of course, the content will be more appreciated if there are pictures or infographics.
LONG OR SHORT? – YES. One word can work: Urgent. Finally. Two words: Last Chance. Today Only.
The first 40 characters are critical, but there’s nothing wrong with using 100 characters. Breaking Santa Monica Real Estate News! Five homes you wish you could afford. Maybe you can.
Okay to goof around? Is that your image? Do it.
Well done humor is great for opening rates.
Symbols will probably help. Use of emojis, and characters *!$$ etc., can be a help.
Avoid the use of free, cheap, deal, and other spammy words.
Ask a question? "Are you going to take advantage of this one?"
Update a trending situation – COVID Inventory Issues – We have some limited stock and more on the way.
Advice or information using a number – 5 Surprising Ways to Get Your Heart Started in the Morning
Find other great ideas courtesy of Constant Contact
Getting Your Email Prospect to BUY SOMETHING
Let’s be candid – Email blasting has the highest ROI of any marketing tool.
Part of the reason is that email blasting is almost free. Other than your time, email blasts usually cost only a fraction of a penny per recipient. If you are paying constant contact $29 a month and you send out three emails to 10,000 people each month, your cost is $.001 per email sent. If 20% open, you have 6000 views for $29 plus the time to create the email.
So, let say it takes 6 hours to create the 3 emails, and the labor cost for that was $25 an hour. We now have a total of a little over $200 to get in front of 6000 folks. If you sell one person some product or service with a profit of $200 you break even.
What I’m trying to say is don’t expect huge sales from email blasts. It is the hidden attributes that matter more. The customer that was in once last year, but really liked your company. They see the email and remember that their friend was looking for somebody like you. They are reminded to refer you.
The customer has choices, but they see your email over and over. When the time comes to buy, they go back into their email trash and find your information.
Having said all that, you will sell products or get phone calls each time you send out a blast. The key to increasing those sales?
A REALLY AMAZING OFFER THAT IS ONLY GOOD FOR X DAYS
PUTTING SOMETHING ON SALE THAT IS ON EVERYBODY’S MIND
TRY A GIFT COUPON GOOD TOWARDS ANY PURCHASE OVER A CERTAIN AMOUNT
INTRODUCE A NEW PRODUCT
OR SERVICE WITH AN
AND LIMITED AVAILABILITY
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