It’s one thing being able to engage with your customer’s face-to-face, but engaging with them online can be a real difficulty. With people growing wearier of marketing and tuning out most forms of it, trying to get through to them can often feel like talking to a brick wall.
So here are 5 tips to boost your business’ response rate and vastly improve your relationship with your customers:
1. Keep the tone natural and conversational
When it comes to email marketing, most businesses tend to keep the tone very formal and straight-faced. That’s the way you’re supposed to do it, right? Wrong. In this day and age, customers more than welcome a bit of humour and light-heartedness, especially when they are being marketed to.
One of the deepest human desires is to be understood. So by keeping the tone conversational, it brings you down to their level and shows empathy. It also makes the customer feel like they are being spoken to as an individual, and not just as a name on a mailing list.
It’s also worth mentioning that you should stay away from saying things like ‘Welcome!’, people don’t talk like that in normal face-to-face conversations, so why do it in your emails?
2. Imagine your customers as just one person
When writing an email to your customers, imagine they are all just one person, made up of all their attributes, wants and needs. Give that person a name, picture them in your mind, and write to him/her.
This is a particularly useful exercise, as it takes the pressure off writing to a large audience. It will also make your tone automatically more conversational and enables you to better understand their requirements.
3. Provide only one or two click-through links
Most people think that by providing the reader with lots of links they are more likely to click-through, as they are catering for the wide variety of wants and needs of the customer. However this isn’t always the case, as this allows the reader to think too much.
A successful email should have as few links as possible, and make the reader click-through without reservation.
4. Make your subject gripping
Admittedly, this is a no-brainer.
A subject will be one of the first things people see upon receiving an email, so naturally, it has to be good. Like with the body of the email, make sure to keep the subject light-hearted and conversational, and also adding personal touches if you can.
Experiment and find different ways of saying things, but keep the meaning the same. For instance, instead of writing your subject as ‘25% off this Christmas’, try something like, ‘As a thanks this Christmas, we’d like to give you 25% off’.
Notice how the tone is more natural and slightly personal? Your customers will too.
5. Entertain your readers
The basis of most email marketing is to get the reader to do something that benefits the company in some way.
It’s important to remember that when communicating with your customers, you don’t always have to have something to ‘sell’. They’ve signed up to receive your emails, so clearly they’re interested!
Try entertain your customers occasionally. Send them interesting content, give them something invaluable that they can’t find from another business. If you can show them that you are not always looking to gain their business, they will be more loyal to you and you will be able to build and maintain a good relationship with them.
Finally, it’s important to remember that there is no right or wrong answer when it comes to email marketing, and what may work for one business may not work for another. Keep experimenting with different things, find out what your customers do and don’t respond to (even ask them if you have to!).
Always keep in mind that when it comes to email marketing,* building relationships with your customers is much more important than gaining their business.*