A recent statistic states that, “72% of consumers in 2019 only engage with marketing messages that are customized to their specific interests.” (SmarterHQ). Emails are communication vehicles that are used to share information with one another. They allow you, your brand, to build relationships with your customers.
Keeping that in mind, you need to craft the emails in a way that builds trust, provide value, and guide your prospects and clients through the different stages of the buying process and open the door for conversations. You need to remember that at the receiving end of your well-crafted email is a person who will open and read your message.
Before you hit the Send key, consider who you are sending it to. Are they expecting to receive information from you? Is the message of value to them? Is your message clear to the recipient? Is it well written and error-free? Each time you connect with your customers, strive to communicate something of value to them.
“Email marketing is all about continuing to build relationships and provide information and insight to people.” (HubSpot) The three key components to building email relationships are:
Set Expectations Your recipient has signed up to receive regular communications from you to learn about your product or service. Reach out to them to thank them and let them know how often you will send emails to them. They established the lines of communication; now it is up to you to continue the conversation.
Create an email layout This is more than how the email will look; but how it is structured. What will the Subject Line say, how the Preview Text introduces the body of the email and lures the reader in; the content then reinforces and builds up the interest. Be clear with what you would like the reader to do. Your copy should inform and guide the reader, leading them to what they need to do next — Call to Action. To have a high performing email, it should follow the AIDA model — Attention, Interest, Desire, Action.
Personalize the email This goes beyond addressing them by name. By personalizing the email, you are sending the information that they need and want. By segmenting your data list, you know who your customers and prospects are and can send them the information that is relevant and of value to each. You would not send to an existing client a trial offer to your product or service, would you?
“Reaching the inbox isn’t your goal, engaging people is.”—Matt Blumberg. Every time you sit down to write an email, start by outlining your goals. By selecting the right goal, you will optimize each section of your email to drive conversions. A recent survey states, “87% of marketers use email campaigns to nurture their audience.” (Business2Community)
By regularly staying in touch with your clients and prospects, you begin to:
Interact and develop connections
Stay top-of-mind by providing relevant information
I’ll leave you with this final statistic and you decide if adding email marketing to your marketing tool box could add more to your bottom line, “59% of respondents say marketing emails influence their purchase decisions.” (SaleCycle)
If you would like to work with a professional copywriter, one whose background is in sales and marketing, contact me at firstname.lastname@example.org for a complimentary consultation.