Thursday, 3 October 2013

Email Marketing For Your Business.


The bulk of your internet success has already been laid out as soon as you have already built your list. The next progress therefore lies on how you manage your list by how you communicate to them through your email marketing.

Email is a tricky medium; when you hit the SEND button, it can be hard to know whether the words you have written will help you or harm you.

Sending an email is like communicating from a hermetically-sealed jar: the other person can't see your body language, hear the tone in your voice, or know your state of mind.

For example, when I get an email with a blank subject line or with a subject line riddled with typos, I think: this person is distracted or stressed out or careless or never pays attention to details (sometimes all four.)

After many painful experiences using email the wrong way, here are some of the lessons I've learned:

1.) NEVER send bad news via email. No matter how rushed or mad you are, never use email to express arouse or deliver bad news. It's like pouring gasoline on a blaze: you will simply make things worse, because there is nothing to prevent enrage from accelerating upon the recipient's side. Pick up the phone, or wait to chat in person. Even better, just take a deep breath and consider whether you need to do all at all.

2.) Personalize the subject line. Whenever possible, it is best to use a topic that highlights a personal connection you have with the other person.

A easy way to do this is to acknowledge previous personal interactions with the recipient. Here's a simple but effective example: Followup to our phone call upon 9/15.

If you haven't previously spoken to the recipient, use the topic to reveal that you've done your homework. For example, you could cite an article she wrote recently. You could also refer to a common element in your shared backgrounds, or a challenge her business is facing.

Intelligence is having something of value to say, and knowing what will be of value to each person. Your subject line should tip off that you have something of value to say to your reader.

3.) Know your reader! Especially when selling or persuading, do your best to write in the style your reader prefers. If you are writing to a decision-maker who prefers a concise summary of the facts, then give him or her exactly that, and no more. If you communicate with a reader who thinks short messages are superficial and vague, then provide facts to maintain your assertions and provide links or attachments that permit the reader to have access to even more withhold materials.

On perhaps a subconscious level, when replying to email I have a tendency to begin mine in the similar manner that the other person starts theirs: with my name, then a comma... or with a greeting, then my name, then a dash... or by just launching into the body and using no salutation at all. Because email is so limited, doing this may help to establish a bit of a connection. To be honest, I'm not sure if this works, I just do it naturally.




4.) Make it easy for the other person to do what you desire. The more you ask of the other party, the less likely you are to gain it. For example, it is far easier to get someone to solution a simple ask than to get them to agree to a 30-minute meeting.

Many people make the error of "pitching" multiple ideas in a single email. This confuses the reader and makes it more challenging for them to reply. I choose to stick to one idea. Especially when dealing with a new contact, if you can demonstrate a quick win, you are much more likely to start building a genuine relationship.

In the context of email, a fast win can be as simple as an intelligent and easy back-and-forth. I write you to ask a ask, you solution, and I write back to say thanks and give you a line or two about how responding helped you.

5.) Use words to replace body language, tone and pacing. To escape the "hermetically-sealed booth" trap, use carefully-chosen words to help the reader understand your state of mind. By tossing in an, "I was so glad to hear from you," at the beginning of an email, you make it easier for the reader to know that anything that follows is likely to be definite. Being definite in the first line of an email is the equivalent of smiling when you enter a room.

By taking a moment to organize your email into a logical order, you arrive across in a more clever and focused manner.

Likewise, proofing your email before sending it is another way to indicate calm consideration. Typos make people think your email was rushed; the absence of them conveys cautious thought.

The sad reality is that everything you write via email sounds twice as negative and half as sure as you intended, so in email be twice as positive and half as negative as you might otherwise be.



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