Your email recipients are overwhelmed
During the course of the last 24 months, a lot has been written about “Email Fatigue” and from personal experience, the struggle has been real. Everyone I speak to has noticed the sudden increase in the number of marketing and sales emails that pop into our inboxes and the reason for this sudden increase is pretty easy to figure out: the advent of Covid-19 and the resultant rise to popularity of sales engagement platforms.
So you might be asking yourself, how do I get more of my emails opened and read by my recipients?
Avoid your emails ending up in your recipient’s Spam folder
First things first. To avoid a decline in productivity due to Email Fatigue, network administrators have been tasked to put in place as many protocols as possible. This is to make sure that unwanted or unsolicited emails do not make their way to your recipient’s inboxes. Navigating your emails through all these countermeasures can be a daunting task; but increasing the likelihood that emails hit their targets’ inboxes is critical and well worth the effort. I found these 10 Tips to Stop Your Emails From Going to Spam really useful.
Once your email is in your target’s inbox, you now need to stand out from the other 120 emails that they have received today. In terms of the copywriting the following pointers should be kept in mind:
- “Less is More” when it comes to subject lines. Keep them short, but be as impactful as possible. This could be your only chance to stand out from the other 120 (plus) unopened emails in your recipients’ inboxes.
- Creativity is key.
- Keep your message only about the person you are reaching out to.
- You should not mention what your organization does or what you are selling – it’s all about THEM!
- Ask questions, but not too many.
- Make sure that your questions are personalized to the recipient.
- Do not ask rhetorical questions!
- Use a Content Experience Platform such as OneMob to share a personalized microsite to your recipient. This will add a thumbnail (animated or static) to your email.
Why use a Content Experience Platform/Digital Sales Room?
When your targeted recipient receives their email, they will see a friendly face with their own company logo and corporate colors. Humans are inherently inclined to have a bit of “Corporate Narcissism”. If we see something familiar that we identify with, we are curious to find out more. I have found that emails I send using a thumbnail with the recipient’s logo in my thumbnail, get a far higher rate of engagement. The Content Experience Platform – or Digital Sales Room – gives you a platform to not only send a personalized video message, but also gives you the opportunity to add text, embed your calendar link, create call-to-action buttons and share more content or resources. Use these platforms to tell your story, thus bringing sales and marketing together in one neatly personalized package. It is also ideal for building your sales funnel and can be used throughout the different stages of the typical funnel.
We spend a lot of our time and creative energy on writing copy and generating content. Making sure that our efforts pay off, should be one of our highest priorities. An artist would only hide the paintings he does not want others to see.