Direct email has taken a back seat with the increasing popularity of social media channels, but it still works and should be a channel to consider in your marketing plan. Some of the reasons cited as hindrances to using it include spam filters. I personally appreciate spam filters because they move the unwanted emails before I even see them, saving me time and protecting me from potentially harmful viruses.
How can you leverage this strategy despite the above challenges and still grow your business? Here are tips for you to consider as you draft your email marketing strategy.
The first step is to define your target audience. You know what product you want to push and the people it will benefit the most. Write out their profile for you to narrow down the scope. If you are selling software, you can classify your audience into users, decision-makers, and sponsors. This is important to do because direct email marketing works best when you send professional, attractive and compelling ads to a smaller group of recipients that will be interested in the message.
The person you choose to target must be in a position to influence the buying decision. You can start with the user or sponsor or the decision-maker, it all depends on the approach that works best for your product.
Because you will need contacts for your target audience, consider credible tools to gather this information. A wide variety of online tools exists such as LinkedIn or the target audience website under the team page. Remember to mention how you obtained their contact information in the email.
You now have your contacts and are ready to start your marketing. Your next step is to draft your email message. Your message will make or break your results because how you communicate to your prospects will determine how they respond. A well-crafted message will make them appreciate the time and effort you spent to provide them with a solution for their business.
Use an attention-grabbing subject line; this is what captures your audience’s attention. The title will make the person open the email immediately or trash it. The secret is to customize it, therefore, making it relevant to the person. Make sure it includes some reference to how they will benefit by collaborating with you.
In your message body do not write unending stories. Remember that everybody has busy schedules and a long email will be dismissed immediately. When your targeted prospects are ready for more information, they will get in touch with you. Keep it simple and to the point.
Do not forget to include a call to action clearly stating what you want from each person. Write a compelling call to action that is easy to respond to such as ‘click here for a free demo’. Make your email message interesting and worthwhile for the reader.
Utilize technology to test how people are responding to your emails. Measure what matters most to your business: clicks, appointments bookings, or positive and negative replies. Test every part of the email message from the subject line to the call to action.
These tips will help you think strategically about direct email marketing and can contribute enormously to your marketing mix. As you do all the above remember to offer something of value, the same way you would if you were meeting someone face to face.