Email is a powerful, time-saving tool in today’s business world, but it can also be an unsuspected trap for people who may be unwittingly driving customers away through improper email etiquette. Email has been shown to provide the potential of retaining clients up to three times longer than other online methods of communication, but only when it is used correctly. It is an expression of trust if someone shares their email address with you. However, if you abuse that trust you may as well have thrown their email address–and more importantly their business–in the trash!
What types of information should you be gathering from a customer? An email address is probably the easiest, yet most important, piece of information you can get! I don’t know of anyone who would argue with the idea that it is easier to get someone’s email address than to sell a $1,000 product on the spot. By giving you their email address, a potential customer is giving you permission to contact them for free.
Tips To Have Success With E-Mail:
1. Use personal cues in your correspondences. You can be uninviting to your potential customers if you address them impersonally. A majority of marketers don’t do this properly, and this is a vital failure in customer service. Address them in a persona-to-person manner. Treat them like an individual person. Do not treat them like they’re just one person in a much larger crowd.
2. Use the e-mail’s ‘from’ field to state your name. This displays that you’re an actual person talking to actual people, and it gives that personal impression when read by your customers. By doing this correctly, you’ll already be employing a personal angle within the body of the e-mail, so you should extend this to every part of the e-mail also. Make your e-mail personal and warm, and definitely don’t let it look spammy. By talking about a very specific topic, they will be convinced that your e-mail is not spam. They’ll be sure to read on and find out more once their skepticism drops.
3. Make your Subject Line Provocative. Context is big because subject lines need to hook the interest of the reader without sounding like spam. But heres the key ” If someone clicked on your ad, they already are telling you what theyre interested in. So reference that in your Subject Line. Dont just say RE: Your Contact To US. How can we help? Client Services responding to your interest is much more personal. It doesnt seem too sophisticated, but doesnt scream Spam either.
These need to be customized to what youre selling, and not in a cookie-cutter format. But with a little work, constant tweaking, and a commitment to personal touch, you will gain more long-term customers.
Anthony Flores of High Converting Media is an expert in SEO Los Angeles and Adwords Professional. Contact us with proven PPC and SEO results for attorney’s all across the country.
