Email Marketing For Positive Or Negative Eyes!


All hail the email – still the UK’s favourite channel! Even in a shiny smartphone and super social, savvy web world, over half of today’s users still accept email marketing messages via newsletters as well as through social networking sites. The key to grabbing eyeballs and holding attention scans beyond the first half a dozen words is always to appeal to the positive and the negative reader type by posing a first question…

A recent industry survey once again confirms that over half of UK companies still rely on email marketing while just under 45 per cent are active in social media content networking. It is commonly accepted that it can still be a challenge to gain visibility in overcrowded inbox’s and to attract a nanosecond of attention from recipients who will delete any mail not recognised or instantly seen as relevant.

However, an email message can still gain a step closer in the sales journey and it is for this reason that it is absolutely crucial to prepare thoroughly to increase positive response probability. Critical to today’s multichannel, multi-disciplinary marketing strategies, personalisation is vital for precise targeting of a market database niche, using the language and tone of the recipient. But even more importantly, to be directly relevant by showing you know something of the issues of their sector and why your services / products can provide proven solutions to their own particular endeavours.

Your aim is to always prevent an instant delete by focusing on ” what you can do for them and why”, not talking about yourself, the success of the company brand identity and trying to make an instant sale – known as ‘intrusive marketing’! The approach should be based upon the same principle that your own website content is created, structured and displayed.

Every word on an email counts from the subject headline and opening sentence to identifying yourself as being both legitimate – not spam – and worth the recipient’s time to spend a few moments and glance through. As with social media messaging, the words should be conversational, friendly and straightforward and easy to quickly read. Getting straight to the point in the first few lines and keeping interest to scan to the next line can be achieved by directly engaging through active participation. This often means asking a straightforward question…

Recipients can often be categorised as “glass half full” or “glass half empty” types. By creating two different versions of the email to A/B test, analysis of response by the differing tone aimed at each targeted segment can help provide improved insight into improving reply rates. Thus, you may discover if your target responds more to a guide on taking positive action to gain benefits or instead, wants to know how to avoid pitfalls and taking potentially damaging risks! Furthermore, these approaches can often be interchangeable at different times in company cycles.

Either way, clear calls to action attached to clear direct links, which state the direct and relevant reason and benefit to the recipient for spending time to click and follow-up on your message is essential. Integrating email into a social media marketing policy can also help to set the tone and encourage a response.

If you hail the mail, they’ll more likely reply!

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