In a consumer-centric world, we get a lot of email these days. Marketing communications, sales emails, order confirmations and more are flooding our inboxes on a daily basis. This makes it very difficult, especially as an IT service provider, to cut through all that noise and clutter. So, how can you develop an email strategy that entices users to open, read and engage with your content?
Since email is one of today’s most popular marketing and sales channels, here are five tips that will help you increase your email open rates, create compelling copy, drive conversion and ultimately, grow your MSP business.
1. Identify the Goal
Why are you sending this email? Each communication you send should have a specific purpose, and you need to nail that down before you begin drafting any particular part of your email.
If you’re unsure of the goal, ask yourself the following questions:
- Who am I sending this to? – Is this directed towards your prospects or existing clients?
- What action do I want them to take? – Are you trying get people to download a piece of content? Do you want them to convert into a marketing qualified lead or a sales qualified lead?
- What type of information is included? – Is this a newsletter-type email? Are you releasing a new product or feature you want people to know about?
The answers to these questions will help you hone in on your focal point. It’s important to first identify this clear-cut goal because it will influence the subject, body and next steps of your email.
2. Optimize the Subject Line
If your target audience has only two seconds to scan your subject line, will they decide to open your email? You need to have a strong subject line to hook people in and encourage recipients to open and read the email you’re sending them.
Good subject lines usually use appealing language, explain the value of the email, and are concise. When the subject line is too long, it can get cut off on certain devices or the purpose of the email becomes foggy. As a best practice, aim to keep your subject lines between 5-7 words. The ideal sweet spot may vary depending on your audience, but this is something you can A/B test to determine what works best.
Additionally, you need to be wary of spam triggers, which are getting tighter by the day. It’s very easy to accidentally get thrown into a spam folder. To avoid this, here are a few common spam triggers you should look out for in your subject lines:
- Excessive use of punctuation
- Writing words in all capital letters
- Using words like “free” or “promotion”
3. Get Personal
Think about it: how sick are you of getting boring, generic emails every day? Using personalization in your emails will help you stand out from your competition. Add that personal touch and include the person’s name or their company name. While you don’t want to over-do it, the point is to speak to them directly—like they’re talking to a real person and not a robot.
4. Use Value-Driven Messaging
Why should the recipient care about getting your email? You want to make sure you’re including value in the messaging, both in the subject line and the body of the email.
Don’t just talk about how awesome your company is or how great your products and services are. Instead, talk about the value that someone can expect to get from those services. Remember, this ties back to the specific goal of your email. What is the action you want your target audience to take, and what are the benefits of taking that action?
When writing the email copy, you always want to include the value that you’re bringing to someone. Value-driven messaging offers the recipient something to get excited about and will entice them to move forward and take that next step.
5. Include a Call-to-Action (CTA)
What is the next step you want people to take after reading your email? A clear-cut CTA is very important in pointing people in the right direction or moving them down the sales and marketing funnel.
For example, if you want them to download a piece of content, provide a big button or hyperlink that they should click to access that content. Similarly, if the purpose of the email is a product or feature announcement, provide a link so that they can begin testing it or contact you if they’d like to learn more. Make sure that there’s a clear call-to-action at the end of your email so the recipient knows exactly what they should be doing as a next step, and in turn, you can increase your conversion rates.
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