For most businesses, regardless of industry, some type of email marketing is necessary to sustain your sales. Fact: You will send a lot of emails that will go unanswered. A lot! Statistics show that maybe 1-5% of your emails will actually get a response when you “cold email” people. Cold emailing is sending an email to someone you don’t know and have never engaged with before–in short, emailing a stranger.
Just as with anything else in life, if people aren’t familiar with you, they tend to ignore your existence. That behavior is even more rampant in regards to emails because emails themselves don’t provide a human connection like a face-to-face engagement. It’s pretty hard to ignore someone who jumps in front of your face. On the other hand, it’s quite easy to not open an email and just click the delete button right? We’ve all done it (and still do it!).
Regardless of all of this frustrating news, we’ve said it before and we’ll say it again, email marketing IS necessary for business.
If you are lucky enough for your email to be opened, be prepared to have copy (a.k.a. the words in the email) that emotionally connects with the individuals who’ve received it. Make your copy sound like you are speaking directly to them like they can hear your voice.
Unfortunately, many people take the skills from English class that’s been ingrained in all of our heads and use the same format in sales emails. It doesn’t work. Especially in this day and age where many people communicate strictly using emojis and memes via text, your message must connect quickly and personally. But please, please, please be sure that your sentences are clear and have words spelled correctly. There is a big difference between being personable and being unprofessional. You want people to respect you as a business and to do that it requires personable, yet professional interactions–even through email.
What email marketing program do you currently use?
If you don’t use one and want some suggestions, type in the space below. Include your industry or business type and the number of people on your email list. We’ll respond with some free options as well as paid services to provide email marketing tools for your business.
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