When you deliver the perfect message directly to the perfect qualified audience, great things can happen. That’s why we’re seeing more and more customers opt for our Custom E-Mail solution.
Gone are the days of simply “blasting” anyone and everyone. Today our customers can target the exact prospects they want to reach and craft a message that inspires those prospects to take action.
We’ve worked with hundreds of customers over the years to send successful Custom E-Mails. Here are a few tips that lead to the best results:
1. Determine Your Purpose
Everyone has a different reason for sending a Custom E-Mail. For example, if you’re looking to drive direct sales, your messaging and call-to-action will be different than if you’re simply announcing a new brand initiative.
If you sell a product with a long sales cycle, it may not be feasible to expect prospects to make a purchase based off one email. However, enticing them to learn more about your product with a video or whitepaper can be a good way to move prospects further along your sales funnel.
Think about the objective of your email and make sure your content supports that objective. If the goal is click-throughs, a clear, concise call-to-action is important.
Also consider taking advantage of our targeting capabilities. With a custom list, you know the exact prospects you’ll be reaching and can tailor your message to have the most impact.
2. Optimize Your Subject Line
Your subject line has the biggest impact on the success of your email. The best email in the world won’t do any good if no one opens it.
We’ve seen that the best subject lines offer value to the recipient, rather than just a sales message. In fact, the most successful subject lines rarely include brand or product names.
Instead of: Discounted flooring now available from Brand XYZ!
Try: How to increase your wood flooring profit margins
Instead of: Brand XYZ introduces the new ProductName123
Try: Discover the new product your customers will love
Subject lines that tend to perform well include words like “Why,” “How” or “Avoid,” or indicate numbered lists, such as “5 tips to build a better business.” Still struggling? Check out subjectline.com to get a free evaluation of how strong your subject line is, based off of best practices.
Test, test, test (and we can help you out there!). Subject line testing can help you learn what types of subject lines work best for your target audience. Just give us your two subject line options and we'll perform an A/B subject line test for you. Step it up a notch and try our Champion Blast option, where we perform the standard subject line test to 20 percent of our audience, let it settle in market, then send the version with the better performing subject line to the remaining 80 percent of the list.
These are just a few examples. Contact me to discuss specific ideas and suggestions for your campaign.
3. Use Engaging Media
Videos and other interactive media are driving click-throughs better than anything else. This is a clear trend we’ve seen develop in the last year or so.
Emails with a prominently displayed video will encourage the opener to click-through to view it. Other media options driving engagement include whitepapers, infographics, photo galleries or customizable “build your own product” interfaces.
Not everyone’s goal is to drive clicks. But if yours is, enticing the recipient with content-rich media is a good way to do so.
4. Consider the Length
It can be tempting to put your entire sales message into the body of the e-mail. And with the right layout and supporting imagery, this has worked for some customers. But typically, keeping things concise is best — especially with professionals who are on-the-go. Remember, roughly half of your e-mail openers will be on a mobile device. Keep the message clear and concise.
5. Think About Your Landing Page
You’ve piqued the curiosity of your prospect with a great subject line. Your call-to-action inspired them to click-through. Now what?
Does your prospect land on a page that’s mobile friendly and supports the messaging in the email? Are you doing anything to try to capture the prospect’s name and email address?
Not every Custom E-Mail needs to drive web traffic. But if that is the purpose of your send, consider what happens when the prospect gets to your site and what you want them to do. Does the email link directly to the corresponding product page or will the reader need to navigate from your homepage? Is there an easy form to complete for more information?
These are just a few tips to help you make the most of your Custom E-Mail. Of course, every business has different objectives and circumstances. If you’ve purchased a Custom E-Mail, or are considering it, talk to me about how to make the most of the opportunity.