Aside from the personal, office related, or otherwise junk mail that is currently in your inbox, there are two types of emails both equally vying for your attention. The first type of email is boring, rarely catches your attention, and often ends up in the spam folder. The second type wins customers, is attention getting, and can spur potential customers to action.
Emails can be boring, and boring is dangerous for business. Here are a few strategies that can spice up your email campaign.
Do Not Reply
People like talking and communicating with actual people who can understand them and speak the language. This explains the general hate reserved for call centers who can’t understand their customers, machines, and companies who employ Do Not Reply as their method for responding to customers through email.
There are now more tools available to help and grow a business to customer relationship than ever before. Do Not Reply isn’t one of them. Give people an opportunity to communicate and the relationship can grow.
That Sizzling Look and Feel
No email intended to spark interest or produce a lead or sale should ever look boring, uninviting, or otherwise “blank”. In other words, they cannot and must not look like any other personal or office email you get all day long. You wouldn’t pay attention to something boring, so why should your target audience?
Organizing your email in newsletter format, complete with graphics, space for calls-to-action, and invitations to connect separates boring from spicy. The goal is not just to get people to open the email but to click a link and follow through with a call-to-action.
Would you ever consider buying from a company using an @yahoo, gmail, or any other unbranded email address? Probably not. Unbranded elements detract from customer experiences.
Content vs Selling
Selling is boring, nobody likes opening the door to find a door-to-door salesman, or being chased on a car lot by a car salesman, or being sold in general.
Valuable and relevant content should always be more abundant in an email campaign than selling pieces. Value creates trust, and trust allows call-to-action, or selling pieces, to work.
How are your email campaigns working to bring in new customers?