It’s just like knocking on a customer’s door.
Sending an email is a really personal way to speak to your clients, much like going to their front door.
Another similarity? Your customer can just as easily slam the door in your face too.
Which is why hiring a professional copywriter is vital.
You have to get it just right. Much like my wife reminds me constantly – it’s not what you say – but how you say it. Tone is everything. And as the words you type in an email carry zero inflection – you have to be very careful with how you say things.
But sending an email to a customer isn’t just about what NOT to do. It’s a brilliant opportunity for you to share what your business is up to, raise awareness, promote a new service, product or sale – even just to touch base to build rapport with a potential customer.
So here’s five quick tips to make your emails knock a bit louder for your business:
- Take off the gloves when you knock: Emails can be dismissed with a lazy swipe of a digit. It all comes down to that first line of your email. What does it say? What is your motive for this email? Whatever the reason, make sure it’s in that first line. You don’t have the time to waste. You have to let customers know what it is you have to say and grab them quickly, otherwise your email will be consigned to that big electronic waste basket in the cyber sky.
- Don’t forget pre-header text: This is the line that we see in our inbox that previews the contents. And we all know what we do with the majority of emails that have nonsense for a preview. Bin. So make sure you include an attention-grabbing pre-header. It’ll be the difference between being ignored and getting a verified sales lead.
- Don’t be a bull in a china shop: You’ve got the most important thing – an email address. You’ve got it because this person showed an interest in your services. Now what is the first thing you’re going to say to them? Don’t chuck everything you’ve got at them – too much choice is just as bad as being boring. Let this person know your brand – what your business represents, what it prides itself on and what you are good at. Raise awareness before you offer them everything.
- Try, try and try again: The average opening rate for emails is between 15-25$. The average rate for people who actually click on something in your email? Just 2.5%. So if you send out a campaign to hundreds of people and only get a couple back, don’t be disheartened. Also, it’s great data too. If you find something hasn’t worked, you’ll know for next time.
- Push my buttons: Just because the average rate for a customer to click on an email is a paltry 2.5% – doesn’t mean you shouldn’t bother. In fact, isn’t that exactly why you sent the emails? ALWAYS include a call to action in your email, perhaps even two. Your content should be directing customers to click on a link that either sends them to your site, or to call you or to fill a form etc. It is for them to contact you in some way, or to visit your site. So make those buttons bold, shiny and alluring.
Want to reach more people? Click on the button below to get in touch and see how I can get you more customers – without breaking your budget.