You might wonder why most emails are not opened? Why 100 or more sales emails sent only receive 2% – 5% response rate? Why does the zeal to read sales emails depreciate yearly?
It’s because our buyers are super busy and everyone sends the same silly, boring, useless emails. The emails we’re sending don’t stand out, they don’t offer value AND they’re not intriguing. And that’s a problem, and the science proves it, intrigue is the most important element of a successful email.
It triggers our brains in a way that forces us to take action. Here, open the email. When readers find an email intriguing they can’t stop themselves from opening the email. Their brain forces them to open it and read it and which eventually will lead to a purchase of what you offer.
So let’s go on to the;
Essentials Strategies for a Successful Email Marketing Campaign
How do you start an email greeting? Professionally or casually?
When You’re keeping it Professional, when emailing a new business colleague, a client, or anyone else at a professional capacity, keep it simple and straightforward. You will have plenty of opportunities to showcase your amazing personality as your professional relationship grows. For now, keep everything understandable, using more standard greetings. Like;
- Hi There
- Dear [correctly spelled name]
To get a successful email marketing campaign to understand that time is crucial:
Today’s sales environment is more complex than it has ever been. Our customers and prospects are busier than ever. Being constantly connected, customers and prospects for the time are continually threatened. Our prospects and customers are barraged with endless emails. It’s our job to get them to pay attention to our emails. Our success depends on our ability to get customers and prospects to call us back, to take our calls, to give us their valuable time. To gain your prospects attention and get them to give up their time, you need a trigger. Something that will have them pause and say, “I want to know more.” This trigger; intrigue. As a business owner, it’s your job to get your customers and prospects attention and understand when they are likely to expect your mail or need’s your emails campaign.
Using the science of intrigue and attention catcher:
Intrigue is when we disrupt our clients or prospects by thinking patterns. What this means to our prospects and buyers is, their mind, their orbital frontal cortex (OFC) has been programmed to tune out sales emails. By ignoring the massive amount of emails and calls salespeople send, prospects and buyers are attempting to be more productive. This human tool or reaction to the norm, to the predictable, has a negative effect on salespeople. We have to give them information that breaks the expected patterns. Get their subconscious to say; “Hey, wait, that’s not right. That’s not what I am expecting here.” When we’re surprised or exposed to something we didn’t expect, our subconscious sends a message to our OFC that says “hey, this isn’t right. You need to check this out. It’s not what we’re expecting.” As a business owner who sends emails or just needs to get prospects and customers to listen, the best is to figure out how to trigger the attention catcher.
Developing a Targeted List for your email campaign:
One of the crucial elements of a successful email campaign is the list. A list with tens of thousands of contacts will get your email into a lot of inboxes, but are you reaching people who may be interested in your services? If the answer is no, then your email will probably get looked over or deleted and you’re wasting your time and money.
Instead, a high-quality, focused list will get you much better results. Keep track of anyone you meet at industry events, past prospects and clients, newsletter sign-ups, association members, and other business connections. Over time, you will build a list of contacts that have an interest in your services or products, making them much more likely to convert to a good lead from an email.
Creating Relevant Message or Contents:
You’ve probably heard this before, but it’s one of the most important aspects of any marketing campaign, so here it is again: content is king. A successful email campaign promotes content that resonates with its recipients. Choose topics that have meaning to your audience. Put yourself in their shoes. What would they be interested in reading about? Also, think about where you can add value. Is there a topic you are considered an expert on? And, as always, be current — stay informed and provide a perspective on the latest “hot topics” in your industry. Finally, keep your email brief with a strong message. You don’t want to give too much away (or bore your reader!) before your call-to-action.
Create the unbeatable offer:
A successful email campaign should entice the audience to take action. Pick call-to-actions that will benefit them if they open, read and act on your message. Ideally, your call-to-action will be a compelling offer that your audience can’t refuse. Don’t give away everything within the body of your email. Your email should be a “teaser” that has just enough information to make the audience want more. A strong call-to-action could download a white paper, viewing a webinar, signing up for an event, or ﬁlling out a survey. Make your call-to-action prominent within the body of the email and include multiple links for readers to take the next step.
Test, Test, Test. and ask for feedback:
Finally, close the loop! Test and track all of your email campaigns. One thing that experts can agree on is that testing the campaign is important so you can optimize results. Try varying elements of your campaign using subsets of your list to optimize performance. Analyze email performance reports and web analytics to learn what works best for your market, audience and organization.
To get prospects and customers to call you back, or show interest in what you offer, be intriguing by developing a strategy. In this aspect, science isn’t wrong.