Blog about Email Marketing

Are You Converting Your Email Enquiries?

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1. Response time

This is perhaps the most important point to focus on as it is highly likely that your potential customer has sent out a few email enquiries to your competitors as well, so a prompt response time will not only demonstrate that “you value their business” but will also allow you to be the first to establish contact. Call whenever possible - the benefit of being able to know exactly what your customer requires enables you to offer a solution that is specifically solves their problems.

2. Personalise

Make sure the customer has the option to tell you what products or services they are interested in from your enquiry form, and discard any parts of the form that are not essential to making the sale. Respond to the customer using your business name and the product or service they specified as the subject. This will ensure it catches their attention amongst the sea of emails that may be in their inbox. Try to avoid automated or template responses at all costs, as you will get a much better response when the customer knows you have taken the time to read and respond to their enquiry.

3. Call to action

This is a key factor in any sales process and one that also applies when responding to email enquiries. You must create a sense of urgency - using simple yet persuasive wording can mean picking up that extra 20% on your monthly sales targets for no extra cost. Use the customer’s product or service specification to dictate your special offer - give them a reason to contact you. This could be free delivery, limited stock, a Christmas sale or whatever applies to the product or service they are interested in.

4. The conversion

Overall, make sure your response is clear, concise and convincing. The customer is looking for a reason to choose your company, so give them what they want, no more, no less. Try not to use sophisticated wording in your response - simplicity is the key when relaying messages via email. Always finish up your response with an active suggestion, prompt the customer to take action buy instructing them how and when to contact you followed by your contact details.

Looking to increase your online email enquiries?

The best way to boost your email enquiry rate is to incorporate either a Pay Per Click campaign or get some Search Engine Optimisation done on your website. Both will drive relevant traffic to your website resulting in an increased number of enquiries and sales.

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Guide to a Successful Email Format

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I have talked about email marketing and various factors to be considered in order to have successful electronic mail marketing. Besides knowing the smart ways of promotion with the help of people’s inbox(s) it is equally important we know the standard format of email marketing. Some prefer to use plain text in their emails, while others like their emails to be attractive with pictures, banners with the help of HTML. Plain text emails are easy and cheaper than HTML format emails. It depends on the sender which one they prefer most. If you want to go fancy with fonts, backgrounds and pictures then HTML format is just the thing for you, where as if plain text makes you feel comfortable then well why not stick to it. If you want to be creative with your email, it is advisable not to use too many colors or go crazy with the graphics. Make sure you have a proper, professional and appealing email. We still do not want our emails to be thrown in the trash can cause the readers find it hard to read. Here are few ways to make your email appealing.

Headline and Subheads:
The headline and the subheads should stand out among the other content of the email. Using a different color and bigger font size than the other content will help grab the attention of the reader.

Pictures:
You can add pictures of your product in your email. Placing image of the product in an interesting way helps the readers to have brief idea about how it looks and they might be interested in knowing more about it.

Graphics and Fancy Fonts:
Using lots of graphics and colorful fonts might not work so well. It is better to stick with minimum graphics (few important ones) and certain font style. Fancy text and graphics that make the email unreadable are better avoided.

Email format:

An email can be divided into different fields. From the “From” field to the salutation, it is necessary to follow a proper format.

FROM:
The “From” field is where you write in the senders address or your email address. There are ways of filling this space:

i) You can either just type in your email address. For example: FROM:  web-updates at avenuesnepal.com or

ii) Type the senders name or the company’s name. For example: FROM: Alka Shakya/ Avenues Nepal Pvt. Ltd. The second one is a better option because the reader will get to see who wrote to them. People usually prefer to open emails that have the name of the sender. Some bogus email address might not sound so interesting and hence they might delete it without reading it. If typing in your name is not possible then use the company’s name. If you have brand recognition, you can use it to your advantage. People will be interested in knowing what a popular company has to offer.

SUBJECT:
The “Subject” field is probably the most important of all. The recipients usually check on subject line before deciding on whether to open the mail or not. It is important to carefully pick the subject line considering the limited characters. You can have up to 60 characters in the subject line; hence you need to be really tricky with it. Besides the limited space you need to avoid words like FREE. For years people have used this word to grab attention that people do not trust it anymore. In fact spam filters usually do not allow emails to reach the inbox with subject line containing the word “Free”. You can however provide deadlines on subject line if you have limited time to your offer. For example: “Subject: Renewal Deadline: 31st November ‘08″. You can also highlight the benefit of your product on your subject considering you don’t make it sound like an advertisement. Lastly avoid false promises.

TO:
People usually do not pay much attention to this field but it is always better to take precautions Here are the few points to remember while filling the “TO:” field:

- Avoid using only the email address. If you know the recipient’s name or the company’s name use it before the email address.

- Avoid using only the first name. Some people find it too personal and hence can offend them.

- Avoid using the word “list”. This makes the email sound impersonal and unprofessional. Some even consider it to be spam.

BODY:
We will start with the salutation. In the body field, it is very important to include salutation. It is always better to greet the customer or prospect. Use “Dear” if you are emailing the person for the first time or you don’t have a close bond with the recipient yet. “Hi” and “Hello” could be used at the latter phase. The second part of the body is the headline. If you have mentioned the purpose of your email in the subject line, then it is fine to not mention the headline. But if you want to include headline in the body then make the headline sound interesting. You also need to avoid ALL CAPS in headline. This gives the impression you are shouting the message. Now the body text, use a good opening line. The first sentence of the email should be interesting so that the recipient will feel like reading further. Do not make the body too long. Stick with 2-3 paragraphs with few lines. If you can include the purpose of the email in the first paragraph it is to the best. Here you can include your offer, the benefits and the instructions. You can highlight the offer and if needed you can elongate the email. You need to be true and tell the complete story. Make the email sound interesting and don’t forget to include links. Do check the links if they work before you send out the email.

Signature:
At the end do include your signature. If you cannot personalize the signature include company’s logo and name. You can include your company’s full address along with the web site link.

Alka Shakya is an internet marketer of Avenues Nepal - one of the leading Outsource website design and development Company in Nepal. Subscribe our WEB UPDATES Newsletter related to internet marketing & SEO and be a lucky winner to get free website design. For more tips and articles, visit Avenues Nepal’s blog.

Make Money Through Email Marketing

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Email marketing, as you may all know, is actually among the cheapest as well as the best ways of large scale marketing. But the simple act of merely sending emails to just about anyone and everyone that you know or might not even know would all boil down to nothing if you act without any form of strategic planning. Email marketing requires thorough planning if you wish to be successful at it. So, what can you do to improve your email marketing skills? Or for those who are just starting out, what should you be aware of when it comes to this kind of marketing? Look further below and you will find the answers as well as some tips.

You should build a common customer group through the use of email addresses that you collected from your previous customers. Be sure to send these people regular newsletters that update them with information about new products, events and services that you are offering. Giving members of this customer groups special treats or discounts would further encourage them to continuously purchase items from your as well get them to tell other people about the different great things that can be found on your site. After all, advertising through word of mouth is another great way to spread the word about your business.

Offer the people who respond to your email marketing emails freebies or special discount coupons. This would surely grab the attention of people who are not familiar with your business or those who are familiar but did not consider trying out your products before. These freebies can also be used to attract people and get them to subscribe to your email listings and further expand your customer base.

We all know that people, even us, have the habit of automatically deleting unknown emails without even opening them. So to avoid this, make sure your email is identifiable. Never forget to include the name of your business on the subject line of the email. Also, it is best to avoid sending email to people who did not voluntarily give their email id to you. That way, your efforts will not go to waste and they will not consider your email as spam.

Speaking of spam, spamming your email marketing clients would most certainly work against you instead of for you. If you think that sending the same person about 10 emails a day in hopes that he or she would view it would work, think again. Not only would this annoy them, they might even unsubscribe from your mailing list. Do consider the fact that emails also have spam filters and your emails might not even be seen by the recipient. Make sure that you send just one email a day or every other day. Do respect your customers preferences to make sure that they stay loyal to you. After all, when you think about it, Im sure that even you would hate getting tons of junk mail from the same person, with the same content every single day.

The above mentioned are just simple tips and techniques which you can apply to your email marketing strategies. They may seem simple but as you all know, even the simplest of things can increase or decrease your chances of making a profit through email marketing. It is not as simple as sending an email out and just waiting for the money to come in. As we have said, it requires a strategy and a plan that you must continuously develop in order to keep up with the fast pace changes.

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Joshua L. Hall