Think email marketing is an effective way to reach out to clients? Here’s what you need to know.
Reaching out to clients via email is a great way to keep in touch. Whether it’s a monthly newsletter or you’re sharing information about a specific program or event, you’re sending a reminder without being too intrusive or overwhelming them.
Email marketing is also effective because it allows you to share so much information. Social media is great for daily updates, but you’re limited in what you can share. With an email, you can go in depth about topics that affect clients the most.
What are some of the most important things you should consider when reaching out to clients via email?
What’s Your End Game?
Before you even begin writing an email to send to clients, consider your goal. An email written with a strong focus in mind is going to be more effective than one that is vague or lacks a goal.
One of the best ways to meet your goals is to choose a theme for each email campaign.
If you’re doing a monthly newsletter, consider choosing a theme each month and keeping the content of the newsletter focused on that theme. This also gives you an opportunity to follow up throughout the month with shorter emails related to the theme.
Will the Email Make a Good Impression?
You can write the perfect email, but if there’s a glitch – technical or otherwise – the email that arrives in your client’s inbox will come up short.
Before hitting “send,” take time to proofread your email and ask that someone else look it over, as well.
Also, make sure if you’re using a program to send your email in bulk to a list that everything is working as intended. If you’re like most people, you’ve received at least one email addressed to “Hello, First_Name” and wondered how much effort really went into reaching out to you.
To use email marketing successfully, you need to take some time to polish the final product.
Will the Email Be Opened?
One of the biggest challenges of email marketing is getting recipients to open the emails you send. The best tool you have for ensuring the email is opened is to create a great subject line. It should be short and to the point and tell readers exactly what they can expect inside the email.
It’s also a good idea to send from an email address that can be attributed to a real person. This personalizes things and avoids the feeling of just being another name on a digital list.
Finally, make sure your pre-header is interesting. The pre-header is the text that appears in the preview notifications and is made up of the first line or two of the email. Instead of letting it default to the beginning of your email, come up with something that summarizes the content of the email and grabs the reader’s attention.
For more tips on writing an email that is sure to be opened by the recipient, check out these tips from Inc.com.
Is the Call to Action Clear?
Once you’ve gotten recipients to open the email you’ve sent, you’ll want to direct them to the next step. To build a successful email marketing campaign, you need to get the client’s attention, provide them with valuable information, and get them to take the next step, which varies from firm to firm.
Imagine clients reading your email and thinking “what now?”
You need to be sure your email answers that questions clearly and directly. For instance, you might want to send email readers to a landing page that provides more information about your firm or a particular topic. From there, they might request more information or contact you directly to schedule an appointment. Regardless of the end goal, make sure your email’s call to action is a clear direction for the next step.
Are You Tracking Results?
Email marketing is a great tool, but it doesn’t do much good if you aren’t tracking your results.
You need to know if the time and money invested in email marketing are paying off. It also helps you tweak your campaign and make it better as you move forward.
If you haven’t already begun tracking data from your email marketing efforts, now is the time.
Want to know more about how email marketing can help your firm? Please request a free consultation!