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wo hundred.
That’s the average number of emails sitting in an inbox, according to the Business Harvard Review, with most office workers reading about 120 per day.
This is a great opportunity for your company to get in front of a potential client. The key, however, is to do it right. As users browse their inbox, they will pick and choose which emails to open and respond to - and you want it to be yours.
The number one rule to creating a higher level of success in converting more leads via email is to build a list of your own. This means you will be emailing people who opt into your newsletter list, and they will be people who want to hear from you. Never cold email a list and expect high conversion rates.
This is only a starting point. Once someone signs up, it is essential that your email adds value to the recipient if you want them to open it. They need something useful - not more sales pitches.
A client signs up for your newsletter list after reading a useful blog about something pertinent to his company. He receives your next newsletter with a subject line that introduces another topic that’s been on his mind. He opens it, reads it - and is inspired to a solution for his problem. The next time your newsletter goes out, he wonders whether you provide a product or service he’s been looking for; he kind of likes your company now …
The point is, email marketing is effective when its used to build a relationship. Think of email as your digital sales team, having conversations with various people through the messages you include.
To provide value, can you educate the reader on something useful to their needs? Consider problems many of your customers face, and talk about solutions to that issue.
Use storytelling to engage your audience! This is a simple value add that also builds relationships, as people more easily connect emotionally via stories. Can you talk about a recent project that might inspire them about a problem their company is facing?
Make sure this value is obvious near the top of the email, so that people will want to engage with its content. Test different subject lines, and don’t be afraid to send the same email twice - with a different subject line.
It can also be beneficial to drive traffic to your website to get the rest of the details about whatever it is you are providing info on. Once there, after reading the full piece they may be interested in browsing your website for more.
Like right now, what else can we teach you about at Steel Mountain Marketing? Here are some popular posts:
Want more? You can connect with us directly for some 1-on-1 advice to build your marketing strategy.
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