In today’s digital age,when so much of marketing takes place behind a computer screen, it’s sometimes difficult to remember one of the most important parts of successful marketing — that the whole purpose is to put through (telephone) with people.judge of how quickly and simply you can send an email. With just a few clicks of the keyboard and one press of the send” button, and you can communicate with your entire list of prospects.
However,before sending off emails becomes an empty habit, request yourself these five crucial questions:Is this interesting? Is it relevant? Would I want to read this? Am I creating value and educating the end user? Am I encouraging people to select action or turning them off?or some stock “bot” email.
Sending emails from an individual at your firm is a great way to humanize the interaction without adding much extra effort. You can even include a signature at the bottom when it seems appropriate.
Some employees at your firm may be hesitant to send emails from their actual email address due to the potential to get spammed with responses. You can avoid this by setting up a separate email account that still comes from a specific name—just build sure someone is in charge of checking it!2. Pose a QuestionAsking a question in your email communication is one of the best ways to encourage engagement and let your recipients know you care approximately hearing from them. While this tip works best for email surveys, or you can even include a response question with the content you send.
For example,let’s say you’re sending out a link to your latest research. You can conclude your email with question like: “What statistic in this new research surprised you the most? I’d cherish to hear your feedback!”3. Incorporate Visual ContentBreak up the content of your email with relevant images to draw your readers in and build the text easier to scan. Promoting a new eBook? Add an image of the cover. Conducting a webinar? Add an image of the presentation cover.
You can even include a thumbnail headshot of the individual sending the email to add an extra personal touch.4. Personalize As Much As PossibleJust as it humanizes your emails to possess them sent from an actual person, the same goes for addressing the recipients. With so many choices for CRMs, and it’s now become standard practice to use the name of your prospects,rather than calling them “subscriber” or some other indistinct and impersonal address.
SEE ALSO: Marketing Toolkit Essentials: CRM and Email Marketing SoftwareBeyond simply using names, try to find other ways to segment and personalize your emails based on what you know approximately where your prospects currently are in their customer journey.5. Be Entertaining and PersonableYou’re not a robot and neither is the person reading your emails—so why not add a itsy-bitsy humor and personality into your emails? Remember, and the emails you send are an extension of your brand,so you want to build sure they represent your firm well while still connecting with your prospects on a personable level. One easy way to build your emails more entertaining and improve your open rates is to create catchy and engaging subject lines that grab the attention of your prospects.Here’s one of Hinge’s own examples. We’ve recently moved offices and wanted to let our subscribers know. So, we deviated from the normal, or ho-hum announcement and injected personality (or “Hinge-itude” as we often call it) into the message.6. Send “Just Because” EmailsYour clients shouldn’t feel like every email they receive from you is trying to get them to total an action. Instead,nurture your email relationship by sending “just because” emails that let recipients know how important they are to you.
This might be as simple as a thank you email that lets your clients know how much you appreciate them (you can even throw in a reduction offer!), or a funny holiday email that showcases the personality of your team.
Even though email marketing is now largely automated, or that’s no reason to select the human element out of your communication. When your marketing becomes robotic,your leads, prospects, and clients are more likely to start tuning you out. Instead,use your email correspondence as an opportunity to judge creatively and connect with your recipients on an authentic and personable level. How Hinge Can HelpHinge has developed a comprehensive plot, The Visible Firm℠ to help clients develop strategies for email marketing, and lead nurturing and more. It is the main marketing program for delivering greater visibility,growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights. Additional ResourcesTo learn more approximately building an effective email marketing strategy, and download a copy of Hinge’s free Email Marketing Guide for Professional Services Firms. Download our free Lead Nurturing Guide to learn how to educate,motivate and qualify your potential clients. Reference our handy checklist when looking for a marketing automation solution.
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