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Email marketing is a superb opportunity to earn yourself more customers and ensure that your company can make the most of their marketing efforts in general. The chance to be in as direct contact with prospective customers is a privilege and should be treated as such. Sadly, a lot of email marketing falls by the wayside, hampered by problems. In an ideal world, every email you send would garner results. Though that could be difficult, here are a few tips on how to put together a sales email that is optimized for results.
When you think about writing an email, the heading and/or subject line is often an afterthought, with most of your focus resting on the body. In sales emails, it must be the complete opposite. The internet age has welcomed in a world in which people’s attentions are very hard to get a real hold on, so the first words they see will make or break the whole thing. Pick your keywords, key concepts really carefully and write the best header you possibly can.
The serious business of marketing can lead to some downright dour emailing. “If you really want to grip someone, don’t talk to them in a ‘businessy’ way…it’s all about getting through to them, so use humor and humanity”, suggests Barnaby Harris, sales strategist at BigAssignments and OxEssays. Getting a prospective client to smile and actively enjoy the experience of being marketed to is invaluable, so give it a go!
There are extremely readily available statistics on how to go about this task. It’s a task that is exceptionally valuable if completed correctly and adds to the targeted and specific nature of your emails. Pick your demographic, who you really want to be reaching out to and contact them at a time when statistics show it is beneficial for you to do so. So, for example, you might aim to have them wake up to the emails or perhaps get them on a Saturday afternoon with lots of free time.
Bit of a given this one, but you can’t send a poorly spelt email, with bad prose and grammar usage. It makes you seem incompetent to the prospective customer and breeds mistrust in you as a company. It’s not always easy to achieve this though, so here are a few really helpful tools to get you on your way:
When you are trying to engage people in a sales email, it can be tempting to want to bombard them with information, deals and requests. Think of it as fishing: prime your single hook and drop it in, don’t drop in fifty hooks and scare all the fish away. Just do enough to earn a response, then work from there.
Don’t use their full name like some sort of robot, try not to use their login name either. Shoot for their real first name and try and include it in the email more than once. It will make the shopper see your emails as elevated above other companies and, by addressing them by their name, it puts the onus on them to reply to your email, rather than ignore it.
Putting questions in your email throughout, but particularly at the end, is a great way to, again, put the pressure on them to get a response back to you. They finish the email feeling like they need to reply to make sure that you are satisfied. As the old saying goes, there’s no harm in asking. But a lot of companies forget that asking your customer questions is ok, and, actually, beneficial.
So, be personal, charming and relaxed, all the while remaining targeted, specific and tactical behind the scenes. If you can trick a consumer into enjoying the act of being marketed to, you’ve potentially won yourself a customer who will come back time and time again.
Freddie Tubbs is a communication manager at UK Writings. He regularly attends business and sales professional events, and writes columns and case studies for Boom Essays and Essay Roo blogs.
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