email marketing

Email marketing: The art of writing to a stranger and turning them into customers

We continually talk about sending email campaigns, doing newsletters, emailing or email marketing, but do we really know what email marketing is? It is not only an advertising or sales channel, but also a channel to generate trust and brand image. You can see it as a link between other digital marketing campaigns that we have. If the web or blog post are the core of our online marketing strategy, email marketing would be the unifying link of the different pieces that make it up.

Sending an email to costumers is underestimated, but it remains the fastest way to get those first customers who don’t know you at all. You need an email that is fast, generates a response and enters the mail tray of your potential client in a different way than others who send this type of email, and that is the subject of this article.

There are some basic notions that you should keep in mind:

1. In digital formats, people scan, they don’t read. You cannot write to your client as if it were a formal writing. It must be a direct, fluid, simple and effective communication. Make it easy for your client. Plain text works fine.

2. If this is the first time you have contacted that person, try to describe who you are and, if they know you, refresh their memory. 

3. When you contact a prospect or a client by email, you should be very clear about the purpose of that communication. Before writing, you have to clarify several topics about the receiver. If you want to write to a potential customer for a service you just launched on your website, answer the following question: “What do I want the person to do when they finish reading my email?”

Writing the Email (content)

1. Write a shocking subject line

What is the first thing your potential client sees when they enter your email inbox? The subject. Therefore, the title of the email is decisive to extend the opening rate of your emails and the click through rate. If the subject line inspires, leaves a mark and stands out among others, you will get your prospect interested, open the mail and read it. There are some examples:

  • Use a headline that highlights the benefits: Our hosting is 50% safer and faster.
  • Or a competitive headline: Master Google search results and leave your competitors on page 2. 
  • Or a headline that inspires: Design your own website, even if you lack technical knowledge.

2.  Start your sales email with the benefits.

Your potential customer is not interested in you or your products or services, they only care about their needs and solving their problems. Show them the benefits they will get and how it will improve their life instead of focusing on the characteristics of your product or service. When you receive an advertising email in which they only release the verbiage of their company and its products, how do you react? Are you interested or press the delete button? Present to your reader the difference in their life with your product or service.

3. The “impossible to refuse” offer.

An email that you cannot ignore if it arrives in your mailbox. It is perfect for “attacking medium to high level clients” as Roy Furr has said, an American copywriter who got several of his first clients with emails like this when he had no fame, contacts or demonstrable experience. And above all, it works wonders if you have made a previous contact through your own email, social networks, a comment on a blog or just a handshake and a short conversation at an event.

Lancôme- Gift with Purchase Starts Today-email

4. Tear down doubts.

What kind of objections can your prospect customer have to buy your product or service? In addition to offering solutions to your potential customers, to be more persuasive you must answer their ‘buts’ and eliminate their doubts to buy.

Find out your clients’ objections and answer them honestly. If the price is their inconvenient, show them why your product or service has that cost and why it is worth buying. If the main question is lack of trust, explain why you are the right person and show them proof of your work. Different problems may arise in each sector, and knowing them to dispel doubts from your reader’s mind is your priority.

5. Build trust.

After knocking down doubts, do you think your readers are ready to buy your products or services? Well, probably not yet. In order for a customer to buy from you, they must first trust you. This is why social evidence or testimonials from previous clients are so important for your business. If a user speaks well about you and your products, it will be a reliability test for your reader.

When writing a sales email, you can include 2 or 3 customer reviews or a testimonial success story that supports the great value of your product or service.

6. Add some Call To Action (CTA) buttons.

Add a call to action in your sales email, either buying the product or service, calling by phone or requesting more information via email. You can also offer a discount if they purchase your product or service in x days to motivate them further.

Emailing: The art of writing to a stranger and turning them into customers

7. Add your logo and do personal emails.

Adding your logo is a must. Remember that email marketing is also about brand image. Also, sending tailored emails for your customers with their names can add a sense of personal touch. Some brands even send emails to their prospects on their birthdays.

8. Add visuals and your social media channels. 

We are visual creatures, and imagery can be a great impulse. You should decide if you want to go with a specific theme, or If you’d rather keep it plain. If you decide to use a theme, make it stand out. Images can help evoking emotions in users, which is why you should also add your social networks, since they are where most images and pictures are posted and 

To get customers you do not need a super-web, a blog with 25 articles or spend hundreds or thousands of dollars on Facebook Ads. Email marketing is still a powerful tool: according to The Manifest’s 2018 Email Marketing Survey, nearly 7 in 10 American businesses use this form of communication. Contrary to popular belief, this tool is far from being obsolete or dead. 

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