Emails are a great way to get a good Return On Investment (ROI) on budget/time spent. A startling statistic from Experian shows that for every $1 spent on email marketing, the ROI is over $44! That is ridiculous. The great thing about this is that we still have hope of being able to reach a large audience through our emails.

In the same group of statistics on Salesforce (source below) we can see that 64% of people open an email because of the subject line, so this shows that all parts of the email need to be thought through properly so if you thought it’s a quick fix to build revenue, it isn’t. For great email subject line ideas, click here. With the right tactics and a little bit of research you can greatly improve your success rate.

 

Profile your ideal target market
Profiling can be difficult as you need to get the number right; you can’t have too wide a customer profile and it can’t be too narrow either. The segmenting part however is actually quite simple, a few questions to consider:

  • What does my ideal client do for a living?
  • What industry are they in?
  • How big is their company? (personal company or company they are working for)
  • What is their budget for what I’m offering?
  • Ideally your client is the decision maker but who else is involved?

An example for a profile for a company selling corporate training products may have something like:

  • HR Directors/Managing Directors
  • 30+ employees
  • Based (somewhere in the city)
  • Turnover of £1 million
  • Private or public sector companies that are customer facing

Find data
This is where things get interesting, these days data can be bought or found online. It is never 100% accurate, so it is always best to make some calls and get the data yourself. That way you know it is a high quality lead. If you can get some sort of data entry page set up on a special prize giveaway, this is one of the quickest ways of getting email address data. Some may suggest offering your services for a discounted price, or even for free as long as people sign up with the email addresses. The beauty of this is you are getting great quality leads as you already know that they are interested in your service or product.

The email Make the person you are emailing feel valued
A cold email has been under appreciated historically, people spam you with things you’re not interested in, in the hope that one day you may open the email and like something you see. Customising your emails takes time and effort, but it’s necessary and it is the best way of increasing your success rate. When you consider the fact that email marketing ROI offers such huge potential, a little more effort into making the reader feel valued (which they definitely should be) can go a long way. An introductory email should be just that, an introduction to you and something else of value to the reader.

It should be noted that mass email campaigns to hundreds or thousands of people can’t be researched upon like this, but if you’re looking to get your foot into a corporate company through a high level executive, research is key. Mass email campaigns still give you the ability to make your readers feel special, you just need to offer them value. Give them something they need and this helps if they’re your target market. If not, they won’t care regardless of how special your content is. It is usually best to list just one main benefit they will get from connecting with you. Regardless of how many benefits you can offer them over your competitors, choose the most valuable benefit you can offer them and sell it to them. This is never going to be a one shot hit and miss technique, you will always follow up, the follow up is very underappreciated but it really shouldn’t be. Roughly 80% of sales require 5 follow ups and 44% of sales people give up after one follow up. Offer value in all your emails but most importantly, be yourself, they will be dealing with you, so be as transparent as you can through your copy.

The close
This is the most important part, they read your subject, read your whole email, what now? There must be a strong call to action. This call to action should be clear and concise and needs to consist of the next step and how it will help with their needs. Be clear about what you want, direct them to a time, place and how to contact you.

“I’m in the city visiting x,y,z – would you be available to meet over a coffee to discuss your needs?”

A mass mailing email sign off would be something different, social buttons are a definite need. According to GetResponse the addition of social buttons increases the click through rate by 158%.

Keep the email short and sweet, a page long article on an email is just going to get deleted. Give the reader a pleasant experience by showing them great awe inspiring imagery, crisp clean copy and value.

 

Email marketing has grown and continues to grow year on year and offers one of the best ROI for any routes to market. Use it. GSY.

 

Sources

https://www.salesforce.com/blog/2013/07/email-marketing-stats.html