Despite the ongoing surge of mobile messengers and chat apps, email is still an important part of daily online life. According to Statista, in 2020, the number of global email users was around 4 billion and by 2025 it will have risen to 4.6 billion so emails are not going anywhere just yet.
However, with that many emails speeding around the planet, how do we get people to even read what we've sent let alone take action?
Elliott Richards, Sticky's Account Manager, gives us his top tips.
1.Say my name (correctly).
Seems such a little thing but not including your recipient's name probably means you can forget their business. Personalisation in the subject line can do wonders but might mean using a CRM system or marketing platform. So, at the very least, make sure you use it in the main body of the email.
After all, you wouldn't post a letter without a name so be sure to take time to research how they address themselves, and double check the spelling (Rachael with an 'a' will care). A typo is sometimes forgiven but not bothering to get a name right is the difference between your email being read or not. Plus, make sure you proof, preview and test emails before sending them so there's no danger of thousands of emails starting with 'Dear First Name here'...
2. Make it relevant.
Think how many emails your own inbox received, even just today. No one wants to waste their time. So make sure it’s relevant to whoever you’re emailing. Don’t let them open, read it, and close it down feeling disappointed. Instead, use the subject line to tell them why they should open the email. Then deliver on it inside, giving them something useful. Go on, try it!
3. Come on, who is your email really for?
Even trying to make it relevant, the temptation is still to wade right in and shout about how amazing you are. Which is the equivalent of walking into someone's house and shouting full pelt about all your good points. Remember, you have to pique interest, make it clear that you are solving a problem that you know needs fixing.
This is why the research into your target audience is crucial. If you have a product or service to sell, look at social listening platforms like 'Answer the Public' and Maybe* which will tell you in real time what people are asking or saying about a particular topic, including your business. Then you create content to answer those issues and let people know you're listening to what they need.
4. Send it from you.
There has to be a very easy way for whoever you have emailed to reply to you. There is nothing more annoying than being interested and then having no way to reply directly to the person sending the email. People buy from people, so even if sending to a big list of recipients, be brave and allow them to get back to you personally, not to an 'info@' address.
It doesn't have to be you at the other end of the email, and can be a filtered into a database, but positive customer service comes from being able to speak to someone who's got experience, knowledge, takes responsibility and is real.
5. Personality is good, but it won't suit everyone.
As with all marketing, try to provide what your audience is looking for. But don’t shy away from putting your own mark on the communication. Consider the tone too.
For example, will your potential customer appreciate humour, or should it be a serious message? Do you mind if a few unsubscribe because they don't laugh at your bad jokes? You’ll need to judge for yourself. Never be unprofessional but try and stay true to your own, or your brand’s, tone of voice. You can't please all of the people all of the time, but you’ll find it much easier if you just try and be yourself.
6. Invest in analytics.
At the risk of feeling like you're stalking, the only way you can see who's reading your emails (and also how many times they've forwarded it) is to analyse.
Investing in a software product like Hubspot, MailerLite or Mailchimp (or working with an agency that uses it) means you can work out how your emails are being received rather than crossing your fingers and staring into a black hole. Then you can follow up with emails to those people who you know are genuinely interested – which, funnily enough, relates to point 2 & 3.
7. Clear call to action.
Finally, be sure that anyone reading your email is under no doubt what you want them to do. Is it to buy something from your online shop? Is it to visit you in person? Is it just read the email and have a laugh at some of your hilarious anecdotes (cementing your relationship with them)? Is it that they need to click a button to sign up for a course?
Or do they need to visit a third-party review site to give you some feedback? Whatever it is that you want them to do be sure that it's simple and quick and obviously signposted.
>>>>>>>>>>>>>>>>>>>>>
Not had your fill of top tips yet? Take a look at 'The Magnificent Seven - tips for film and editing' by Jake Bevan, Sticky's Video Producer.
