To get your e-mail opened you have to be a trusted source and/or you need an interesting or intriguing headline. But getting the e-mail read is a different matter. Once opened you need to engage with the reader and be relevant to them. The more relevant and specific to them you can make the content, the more likely they are to read it and, more importantly, take action. I say take action because I’m assuming you have included a call to action in your e-mail. Not a call to buy, but a call to action. A call to do something because it is relevant to reader, will result in value to the reader, and will build their trust in you as a business.
Are you interested in a strategy that does just that? Well if you are reading this part of the blogpost and it’s because you received the my weekly e-mail newsletter, then you have seen the first part of the strategy in action. If you came direct to the blogpost and would like to get the e-mail so you can see the whole picture then connect with me on LinkedIn – uk.linkedin.com/in/allenruddock – and message me asking for a copy of the e-mail.
Strategy part 1
Part 1 of the strategy has a number of components:
Targeting – your marketing needs to be targeted a specific niches or groups. The target for the e-mail that publicised this blogpost is owners of small businesses that engage in e-mail and social media marketing.
Relevance – every small business owner using e-mail marketing wants to increase the open and read rates of their e-mails. This e-mail and blog post is directly relevant to them. Get the picture?
Value – the e-mail and blog post provides an insight into how to get e-mails read. To some it might seem obvious, but many people don’t follow the simple strictures and rules I’m setting out here. So even if you know this stuff it is a timely reminder to use it every time you write a communication to your clients and prospects. So it is delivering value to the reader.
Part 1 of the strategy isn’t new or innovative but so many communications don’t follow it. It can be used in all forms of communication. Part 2 of the strategy is a little different.
Strategy part 2
As I said at the start, most marketing e-mails don’t get read – when they appear as a regular e-mail in your inbox. That’s because most of the people you send marketing e-mails to don’t really know you. Bur what if you marketing e-mail appeared to come from someone they do know? Chances are it will get read. So How do you perform this trick?
LinkedIn. Most messages sent to connections on LinkedIn get read. Most as in more than 90%. OK, you can’t broadcast e-mail them like you can with Mailchimp or Infusionsoft, but you can message up to 50 at a time. Be sure to click the box that says don’t allow recipients to see who has been sent the message. They can’t be personalised so the message needs to be carefully crafted to still feel personal.
But I personally focus on sending individual messages to each person. Longer and more time-consuming, but very targeted and relevant and therefore much more effective. If you know your message is near certain to get read doesn’t that make it worth the time?
Now, to be able to use part two of the strategy you need to be connected to your target client. How can you get connected to them? Surely it will be obvious you are trying to sell. Not if you adopt the right connection strategy. I get a lot of outright sales messages on LinkedIn. Mostly via InMails, the paid for messages. A virtually all of them are looking to either make a sale or get a call to make a sale. These are an expensive waste of time for the sender and an irritation to the receiver. There is a much better, and infinitely more effective way to do…. But that’s the topic of next week’s blogpost.
If you can’t wait and want to find out more, join one of my Online Bootcamps where we cover all this sort of stuff in much more detail. ‘See you’ next week.