When you deliver the perfect message directly to the perfect targeted audience, great things can happen. That’s why we’re seeing more and more customers opt for our Custom E-Mail solution.
Gone are the days of simply “blasting” anyone and everyone. Today our customers can target the exact prospects they want to reach and craft a message that inspires those prospects to take action.
We’ve worked with hundreds of customers over the years to send successful Custom E-Mails. Here are a few tips that lead to the best results.
1. Determine Your Purpose
Everyone has a different reason for sending a Custom E-Mail. For example, if you’re looking to drive direct sales, your messaging and call-to-action will be different than if you’re simply announcing a new brand initiative.
If you sell a product with a long sales cycle, it may not be feasible to expect prospects to make a purchase based off one e-mail. However, enticing them to learn more about your product with a video or whitepaper can be a good way to move prospects further along your sales funnel.
Think about the objective of your e-mail and make sure your content supports that objective. If the goal is click-throughs, a clear, concise call-to-action is important.
Also consider taking advantage of our targeting capabilities. With a custom list, you know the exact prospects you’ll be reaching and can tailor your message to have the most impact.
2. Subject Line, Subject Line, Subject Line!
The best e-mail in the world won’t do any good if no one opens it. That’s why your subject line has the biggest impact on the success of your e-mail.
We’ve seen that the best subject lines offer value to the recipient, rather than just a sales message. In fact, the most successful subject lines rarely include brand or product names.
3. Use of Engaging Media
Videos and other interactive media are driving click-throughs better than anything else. This is a clear trend we’ve seen develop in the last year or so.
E-mails with a prominently displayed video will encourage the opener to click-through to view it. Other media options driving engagement include whitepapers, infographics, photo galleries or customizable “build your own product” interfaces.
Not everyone’s goal is to drive clicks. But if yours is, enticing the recipient with content-rich media is a good way to do so.
4. Consider the Length
It can be tempting to put your entire sales message into the body of the e-mail. And with the right layout and supporting imagery, this has worked for some customers. But typically, keeping things concise is best — especially with professionals who are on-the-go. Remember, roughly half of your e-mail openers will be on a mobile device.
5. Think About Your Landing Page
You’ve piqued the curiosity of your prospect with a great subject line. Your call-to-action inspired them to click-through. Now what?
Does your prospect land on a page that’s mobile friendly and supports the messaging in the e-mail? Are you doing anything to try to capture the prospect’s name and e-mail address?
Not every Custom E-Mail needs to drive web traffic. But if that is the purpose of your send, consider what happens when the prospect gets to your site and what you want them to do.
These are just a few tips to help you make the most of your custom e-mail. Of course, every business has different objectives and circumstances.
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