INFOCLUTCH | DECEMBER 20, 2016
Email marketing isn’t a gimmick. It is the sequence of events starting with a conversation and ending with a sales conversion. Companies are taking the scenic route through the areas of digital marketing. However, without knowing the subtle differences that derive right values.
Hence, through this write-up, I aim to tell you the one thing you might be lacking about email marketing.
Going over through monumental list of resources associated with email marketing it is easy to say marketers have a trained belief that email marketing is a one-off effort.
Hordes of marketers send emails with rich information and convincing pitches, all aimed to get the conversation started.
The image shown above is an explicit representation of the clichéd part of direct mail marketing where the primary strategy is centered upon sending flyers, brochures, and letters to prospective individuals who are likely to become customers.
Getting down to the technicalities, the 1 percent response rate is obtained by sending emails to members who have already expressed interest towards your brand. Besides, a smaller fraction (0.1 percent) response comes through cold calling the prospects.
Simply put, uninformed email marketing approach could result in wastage of valuable time and provoke the ire of recipients.
Here is an explanation to clear the disambiguation. Email marketing stands in stark contrast to direct mail tactics. Although email platforms enable sending large pieces of documents, it is predominantly used for exchanging short messages.
The most tried and tested manner of reaching the customer is to start with a series of welcome emails and gradually building a good rapport before requesting a meeting with prospects.
Permission List: It is vital to prepare your list before sending the email to identify members who are likely to respond to your emails. Such an effort greatly reduces the risk of the emails being treated as spam.
Opening Email: it must contain sentences not exceeding a couple of lines; the intent is to engage the recipient’s attention. Opening email is a catalyst to customer acquisition.
Follow-Ups:Sometimes, an opening email may lack the penetrating potential. Hence, a marketer must follow up with reminder email soliciting a response. The follow-up email is meant to serve as a reminder rather than carrying additional information to the recipients.
Hail Mary Email:If all else fails to elicit the response, it is appropriate to send a final reminder email before completely removing the recipient from future email programs.
Research:Once you obtain a response from any of the above-mentioned email programs, it is imperative to perform additional research so you can acquire insight regarding the specific needs.
Qualification Email:After understanding the client needs, you can send a customized email mapping your solution with their needs. It is tolerable if the email slightly extends over the opening email as long as it does not overwhelm the reader. If the conversation leans towards a positive end, you may formally request a consultation.
Alternative communication medium:Increase the rate of response by reaching out to prospects through other available channels such as social media, voice mail, and so on.
The most vital trait of email marketing is keeping the opening email straightforward and nimble. With a narrowed down list and a crisp email, you can gain better response rates. Most initial emails lack the potential to generate phenomenal response rates. However, backing up with follow-up emails can bump up the figures up to 10 percent. You can clinch many consultation opportunities with clients by perfecting that initial email through relevant content.
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