Email distribution lists often represent the first chance for sales teams to increase their metrics and monthly bottom lines. But how can they take targeted email lists and leverage them to even greater value?
When writing a sales email, sometimes it's easier and more illustrative to pinpoint what not to do. In a recent article for Inc. magazine, Geoffrey James outlined a few key pitfalls all marketers should avoid if they hope to be successful.
For one, many companies believe their subject lines are getting them caught by the spam filter. However, James explained that it can just as often be the paragraphs of "densely worded gobbledygook" that ensure firms' emails are never seen.
Emails often end up looking this way when they attempt to accomplish and communicate too much. Rather than educating a prospect about a product or service, heading off any objections and then requesting to set up a meeting to learn more, James suggested businesses keep it simple and undemanding.
"Your initial email doesn't have to convince the prospect to take any action other than just hit REPLY and thereby indicate an interest in learning a bit more," James advised. "You can (and should) wait until subsequent emails to explain details or request a meeting."
The beauty of email, James added, is that it can be a conversation. If individuals have questions, they can very easily contact a company. They do not need to be sold something – consumers want to open up a conversation.
Especially as email continues to prove itself to be a successful marketing tool, businesses will need to ensure their content is as fresh and captivating as possible. One strategy marketers are turning to in order to reach consumers is personalized content.