In 1978, at 12:33 the first round of 400 spam emails were sent to their receivers by Gary Thureck, promoting the sales of DEC machines resulting in 13$ million dollars worth of sales. After 42 years, email marketing is still the backbone of most successful companies, it is successfully applied to B2C as to B2B companies and provides the ultimate connection channel for companies to reach their clients.
In fact, marketers who used segmented campaigns noted as much as a 760% increase in revenue which is the reason why companies should remain more attentive to their emailing strategies.
In this article, we will cover the 5 most fundamental and effective emails your company should have to boost your conversion rate and create a more profound connection with your target clients.
A couple of Princeton psychologists identified that it takes a tenth of a second to form a first impression. Your first email is indeed your client’s first impression of you.
According to “Mailchimp” statistics, the average email open rate is less than 22%, amongst the reasons for low email open rates are: Irrelevant or boring subjects, a wide variety of subscribers, too many or too few messages.
That indicates the significant importance of the first email sent to your lead since it will determine the strength of the relationship with your lead in the long run.
Therefore keep your headings clear and catchy, check the list of spam triggering words (Cash, Bonus, Free, Sale, Amazing, Opportunity, Freedom) which updates every year. In fact, due to spam filters, less than 80% of mails will reach the actual inbox folder of your clients.
Be creative and honest when composing text or design of your first mail, be relevant to your target client.
Identify possible challenges your prospect could face and showcase a brief solution to it.
Provide additional value with a free guide or tips and do not forget a strong call to action at the end. The aim is to make your clients feel welcomed at the highest standards.
The best way of showing what you are truly capable of and connecting with someone is by providing a specific example of your strengths – a case study.
Clients must feel that you understand their problem with the ability to solve it, whether it is with the product you sell or the service you provide. Including a case study of a previous client, or if you are just starting, an inspiring story that you can highly relate to would highly assist in building that sympathy and making the prospect like you.
The goal is to provide a story where they could put themselves into the hero’s shoes and relate to it significantly. The “LIKE” email could be considered as a small follow-up after the “KNOW” email and should be sent in another 24 hours.
It’s all about building trust, isn’t it?
According to Frances Frei, trust is based on three pillars: authenticity, logic, and empathy.
If your message will be able to depict these traits, the prospective client will begin to build sympathy for your brand. Be specific, talk about the competitive advantage that makes your business stand out, don’t be scared to showcase some numbers and prove your value.
Client testimonials serve a significant purpose when included in the “TRUST” email, that will allow the target to relate to similar situations and issues they have experienced. Clients must feel that you understand their problem with the ability to solve it. Lastly, finish with a call to action leading to the sales page.
At this stage, if the target has not converted yet, a solid excuse could be that the prospect might have misconceptions about your business and your aim is to prove them wrong.
“Most people think”
is a good way to start your “CHALLENGE” email to stimulate the prospect to think and become curious about what you offer. Here is the place to put your company as an authority.
Conduct a research, identify the objections the prospect client might have, and configure the email stating the facts of how your business is different from the competitors and how you are able to deal with the concerns of your prospects in a different manner.
“You’re missing out big time…”
is a phrase commonly used at the last part of the email series. Now it’s the time to roll up your sleeves and turn the direct marketing on.
“CONVERT” email should evoke such feelings as the FOMO ( fear of missing out) and include an incentive to act on it.
Hook with the headline that would start as a promise, offer, problem/solution, shocking proclamation, or a tease to reveal a big secret.
Make it effortless for the customer to navigate and add links to your products thus that the order could be made easily. Present some numbers on how many people have already purchased from you and share their happy reviews, if this information could be confirmed, more effect it will have on clients’ final decision.
Add promo codes for free delivery or a small discount that can boost your email open rate by 14%, click rate for 34%, and 48% more revenues according to “liveclicker.com”.
Concluding,
emotionally connected clients have 306% more lifetime value, 30,2% more likely to recommend your brand to their friends and they can spend up to 2x more with their preferred retailer.
It might take longer to build genuine trust with your clients rather than using a traditional spam approach relying only on the hope that your client will take the bait of attractive words and images. Knowing your clients and being authentic is an effective way to grow your sales and awareness for a longer time.
