This column is authored by Ajay Chauhan, Founder, SalezShark
It is easy to confuse me with a spammer, when you hear about the rate of success I’ve had. To be honest, all the success I’ve had is through constantly engaged my audience with email marketing. So, these have mostly been nurturing emails to opt-in lists. And yes, sending more mails than the usual has definitely taught me a thing or two about email marketing best practices- with some help from Marketing Automation Software, of course.
Although, I am still learning the ropes of Sales Automation, yet if a few effortless tricks could help me better my results, I am sure of its rate of success amongst others. The intent is universal – to get a specific action from the recipient. So here is what I learned:
1. Play it personal
Personalization is the flavour of the season and yes, you can use it for your advantage. It is seen that personalized messages had the highest open rate behind timely news and affiliation emails. Personalization can come in the subject line or in the salutation, yet expert recommends staying away from uses of “Dear,” especially in the subject line, where characters are limited. Convey your interest in the customers succinctly, taking valuable aid from Lead Tracking Management. To you, they’re not just a name or a prospective sale, but a person.
2. Keep it short and breezy
Like your subject line —which should be 6-10 words, your email should be short and snappy.. Keep your big picture strategy in mind when making email content decisions. If readers want to know more, they’ll click through. This way you can drive in your message, without being a drivel about it- this teasing is proven to work. Also, play with whatever content you have- a tantalizing sneak peek is refreshing in the market of boring, full disclosures.
3. Maintain a story between first line and subject line
Although brevity is apt, in regards to subject line, aim to be descriptive. Tease your email’s content without being too obscure or too generic, post which, deliver on that promise. Smart marketers carry a sense of urgency into their email campaigns, keeping in mind of the restricted amount of time to communicate value before the reader sends the email to the trash. All your hardwork would be down the drains so tread carefully.
4. Timing is of essence
Marketing is a game of time, where smart individuals know when to woo their target. Yet, there’s no universal answer to what time, exactly, is right. That is specifically restricted to your customer base, a factor that you have to always keep in mind. It would be wise to either pitch your mail in the morning, when your TA(target audience)-s mind is on high alert or post work- when they can respond at ease. Avoid Mondays as it comes with its share of stress and responses are often negative, making it detrimental for business.
5. Dress up sharing through incentives
It is essential to be crafty while pushing your message across. While it is a good sign for TAs to spread good publicity, they’re unlikely to do it of their own volition. They’ll need some prodding, in the form of value added incentives. Offer a promo code or a giveaway to new subscribers and to those who share. Don’t be afraid to ask readers to help get the word out through forwarding and sharing. Simply dropping “share buttons” at the bottom of a message won’t do the trick- you need to add value to it. You’ll be surprised at their receptiveness to light prompting, through incentives.
Although marketers are bombarded with a host of Free Email Marketing Tools for startups, the power of an effectively crafted email should have its own space in their minds, providing simpler ways to leverage profit to their side.