Crafting emails that work

Think about your own online behaviour for a brief moment. When you open your browser (Chrome, Firefox, Safari etc) – where do you go first? And after that, where do you go?

Typically, internet users first load the Google search page, followed by their favourite social media platform. Facebook is number one, with Youtube a respectable second. Instagram, Pinterest and Tumblr are also very popular.

After that, people will read some form of news update (email or local, world or entertainment news) and then, look at online commerce (banking or purchasing).

Realistically – your website will not feature unless it’s on one of these platforms mentioned above.

Building traction on social media takes time and consistent effort. However, leveraging a communication strategy off your email database offers almost immediate return and can be built into a long-term relationship maintenance tool that can be strategically managed.

Sending a random email will do nothing to build your brand and constructively ‘reach your clients’. You need a strategy.

Emails that work are:

  1. Responsive in design. They need to be readable, in the email browser, on virtually any device. Sending a PDF is not only an old-school and redundant approach, it also increases your spam score and limits opens of emails.
  2. Value adding. Sending out stats and reports only adds value to a minority of clients who understand how to interpret them and perceive the value. In order to add value to all of your clients, you need to offer variety and show a very real human connection. Your email also needs to address your client personally. If it’s a general ‘Heya’… they are almost 50% less likely to open the email and read it.
  3. Interactive. You need calls to action – a button to click on, links to share, blogs to read, social media highlights and the like. People are used to tapping on their screens to engage with content that they are interested in, so having a place to ‘read more’, or ‘share this with a friend’ will enhance interaction.
  4. Measurable. Do you know who is reading your emails? How many of your clients open emails from you? Once you implement the interactivity – are they clicking and engaging with that content? Do you know what content receives the most engagement?

Don’t rule out the power and effectiveness of strategic emails to reach your clients in a meaningful way!

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