Email marketing gives a 42:1 return on investment, as highlighted by statistics from Litmus. In addition, research by the Radicati Group found that over four billion people across the globe use email for business and personal correspondence. With this success rate and broad reach, the best sales courses advocate the power of emails for taking your business to the next level.
However, if your emails don’t get much in the way of responses, your sales campaign will likely be a waste of resources. So, here are some key tips for putting together an email campaign that can up your response rates.
Focus on your email copy
Statistics indicate that, on average, people respond to only a quarter of the emails that hit their inboxes. This means that to get noticed and compel a response, your copy must stand out. If your copy comes across as bland and no different from all the other emails your prospects receive, your email will likely be tossed out with the rest.
So, how do you give your emails a fighting chance in the average person’s clogged-up inbox? It helps to focus your attention on crafting well-thought-out, original emails. You’ll typically need to research your prospects thoroughly to figure out the most effective way to speak to your prospects in a language they relate to. Dig up as much information as you can to better understand what they need and expect from your product or service.
For example, if you find out which sites your customers gravitate to on social media, you can use current trends to connect with your buyers.
When you know exactly what your buyers want and need, you can craft emails that speak directly to them. In turn, you increase your odds of securing more sales to build a thriving business.
Understand the buyer’s journey
Sales courses say you can win more deals when you tailor your content to the different stages of the buyer’s journey.
For instance, sending out pricing guides in your first emails to new leads might not make much of an impact. Instead, use welcome emails that enlighten prospective buyers about how your product or service offers the best solution over what your competitor is offering.
So, consider grouping your leads according to where they fall on the buyer’s journey. That way, you can customize your email content to be relevant to each stage along the journey.
Closing with a transparent call to action (CTA) is one of the best ways to help guide your prospects along the buyer’s journey. Your CTA should leave no doubt about what the buyer should do next; for example, “Browse our gallery” or “Visit our online store.”
In addition, email courses usually advise against using too many CTAs in one email. Multiple CTAs tend to confuse the reader, which may cause your prospects to exit out of the email without taking any action at all.
Open with compelling subject lines
The subject line is the first impression your readers get of your emails. Well-crafted subject lines can draw more interest and lead to more sales.
Remember, your prospects are usually swamped with the deluge of emails that other businesses also send out every day. According to Quantify Ninja, it takes only five seconds for buyers to decide whether to open your email or not.
That’s why you need to make your subject line count. Here are some tips for effective subject lines:
Personalize the subject line
Email marketing courses emphasize that making your emails personalized helps you connect with your buyers. So, it’s important to vary your subject lines and throw in some personal touches. For instance, you can use the prospect’s name or details specific to their location to win favor with buyers.
Stay on point
According to AWeber’s research, on average, subject lines for the best-performing emails had 43.85 characters. So, to get more responses, it helps to whet your reader’s appetite with a headline that’s short but sweet.
Additionally, you’re more likely to get higher open rates if you get straight to the point. Long, meandering subject lines can get your emails tossed in the trash folder unopened, costing you the sale.
Consider the following examples:
Option A: An exclusive offer for you, XXX (prospect’s name) from YYY (your company name).
Option B: Today’s your lucky day. Get ready to be wowed with something amazing.
Option A is more likely to grab the prospect’s attention because it’s personalized. Plus, the subject line makes it clear to the buyer what to expect if they open the email.
In contrast, option B is vague and comes across as potential spam.
All in all, when your emails kick off with a power-packed subject line, and your copy and CTAs stay on point, you can stir your readers to respond, which can multiply your sales.