What is Email Marketing
Email marketing is, considerably, one powerful tool in digital marketing. This is because once an entity acquires an email address, they can decide to email the prospective client as much as they like without having to incur additional charges. Simply put, you need email marketing to earn maximum return on investment from your digital marketing budget.
According to the National Client Email Report, email marketing enjoys an ROI of about 3800 percent. MarketingSherpa, additionally, suggests that email marketing is the most preferable source of business information for 72 percent of clients. McKinsey, lastly, suggests that email marketing is forty times more efficient at getting new clients than Twitter and Facebook. Simply put, if you do not take advantage of email marketing, you might be foregoing significant revenue.
With this in mind, automating the whole email marketing technique, with the use of email sequences, puts the whole program on auto-pilot. Email sequences are quite under-utilized, and yet it remains one of the most powerful digital marketing technique. Read on to find out how you can write follow up emails as well as broadcast emails.
What is a a follow-up email?
Follow-up emails, are a series of email notifications sent on trigger-based automation or time intervals. Trigger-based follow-ups are sent once a prospective client takes a particular action on your website. Time-based email follow ups, which are also known as auto-responders, involve emails that are broadcast at predetermined intervals.
What is a Broadcast Email?
Individual email messages that are sent to a group of subscribers are considered to be a broadcast email. It is very useful when you hope to send out an announcement to your contact list. Broadcast emails can also be referred to as mass and bulk emails. Broadcast emails are programmed to be sent at a specific date and time so as to reach your target audience at the same timeframe.
How to Write Follow-Up Emails and Broadcast Emails:
Once you have bagged a prospective client’s attention, you have a new task: keeping the client. The most important aspect of a follow-up email lies in its value and relevance in a few words. The checklist below should assist you to make your efforts more efficient.
It is likely that you are engaging a human, not a machine, so ensure that you extend all the attention and respect that the prospective client deserves. Even if you have invested in marketing automation software, make sure that your emails do not seem generic, irrelevant, or automated.
However, remember to personalize the message in a thoughtful manner. Just referring to the recipient’s work history, the school they attended, or title only proves that you did some basic search on the internet. It does not inform the prospective client that you took the time to understand them further. In this light, you should consider referencing content that the prospect has written, recent news about the client’s line of work, or something unique concerning the prospect’s company. You should put in some time to understand the client’s persona and twitch the email to ensure that your proposition shines.
Short and Sweet:
Do not go beyond what is required to solicit a response from the recipient. Ensure that you go straight to the point; openly state your intention at the onset. Quickly thereafter, offer personalized value and conclude the message with a simple call to action.
If you fail to get the client’s attention, it is very unlikely that you will get a favorable response. Therefore, avoid getting too creative and wild, or spinning a large table of contents.
Offer relevant value:
The most important bit here is relevance. For instance, your marketing e-book might be interesting and valuable, but does it address your client’s concerns?
One good example: If the prospective client attended a trade show or a conference recently, you may follow up by showing highlights of the event or by attaching some resources. Ensure that the value you offer is relevant to the client’s interests, activities, business, or problems. Alternatively, you can mention current trends and news that impact the client’s line of duty.
Use evergreen information:
You definitely want to set up the right sequence for your follow up emails and let it run for a long period. It is important to create content that is not tied to a specific time frame or news story. If you need to send time-sensitive information, consider sending it in a broadcast. However, stick to evergreen messages for the follow up emails. This will surely save you the headache of switching between sequences so as to get rid of outdated messages.
Why You Should Create Follow Up Emails
It is very hard to stay awake every moment of the day so as to send targeted email messages to prospective clients at exact times when they need to read such messages. That is where email sequences offer a solution.
Since follow up emails are automated, messages are broadcast only when they are likely to have an effect. For instance, picture a situation where I have a cart email sequence in place. Whenever a shopper adds a product to the cart but fails to purchase it, a follow up email, which seeks to convince the client to complete the purchase, is triggered: with absolutely no effort from my part.
Follow up emails have the ability to move people from not having an idea of your organization to become enthusiastic customers. Follow up emails can improve the relationship that you have with your contact list over time, through the content that you share.
Additionally, every company can benefit from follow up emails. Regardless of whether you are an e-commerce store, a software company, or a product marketer, or whether you are using email sequencing to capture leads, build your brand, or drive more sales, there is always an appropriate follow up email technique that will surely help you to achieve your organizational goals.
In conclusion, follow up emails offer great value for your establishment. With the right strategy, you will find yourself improving relationships with your clientele and driving more sales to your establishment.
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