Friday, January 03 2020
8 Prospecting e-Mail Tips For
You might have heard that e-mail marketing is a waste of time because prospects are too busy to open an e-mail from someone they don’t know; however, statistics show many “cold e-mails” are still being opened.
To help you receive a better e-mail response from your database of payroll prospects, CPAs, and yes, your payroll clients, I have listed a number of quick tips below.
1. Proof Your Campaigns: The #1 thing you can do is print AND triple check your e-mail marketing campaigns. Look for typos, formatting errors, no low-risk offers, etc.
2. Write Enticing Subject Lines: The difference between a great subject line and one that is less than stellar, is the difference between an e-mail getting read and one that gets ignored.
3. Talk Like A Real Person: If your subject line reads like spam, it will be treated as one. Here are some words that could trigger a spam filter:
4. Personalize Your e-Mail: Whenever possible, you should personalize your subject line to include a prospect’s name or company (or both). According to MarketingDive, personalizing an e-mail subject line can boost open rates by 50% and increase click-to-open rates by 58%.
5. Tell The Reader What’s In It For Them: When it comes to your low-risk offer, focus LESS on explaining how your product or service works, and more on how it can add VALUE to their business.
6. Format Your e-Mails For Smartphones: With a prospecting e-mail, what you include in your message is just as important as how your message is read on a smartphone.
Fact: 70+% of smartphone users will delete an e-mail if it doesn’t look good on their smartphone. By the way, 30% - 33% of your prospects are reading your emails on their smartphones.
7. Know When To Send A Follow-Up e-Mail: Although the majority of your cold prospecting e-mails are still met with a cold shoulder, you need to focus on the nurturing aspect. That said, keep 80% of your e-mail campaigns “educational” in nature.
8. Vary Your Messaging: If a prospect who opened your initial e-mail has gone cold; I highly suggest sending the following types of campaigns to re-engage them:
The Real Leads Will Come From Doing This.
After sending an email campaign, I highly recommend picking up your phone for a quick “Oh, by the way,” call. If you’re a client of ours, you know exactly what type of call this is! If you don’t, contact me directly for the answer.
Executive Summary: Getting a prospect’s attention in a crowded inbox takes skill. To help you cut through all the marketing noise, you need to look at e-mail marketing as a long-term process, i.e., drip marketing, as it takes multiple follow-up e-mails.
Last but certainly not least is this: Almost every prospect is worth sending multiple campaigns; however, the ones who have opened your campaigns are the ones to keep after.