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The debate about snailmail versus email rages on between the old timer marketers and the new age digital marketers. This article is going to give you the inside word from a digital marketer's perspective on how to increase your response rates and generate a multitude of leads.
1. No mistakes!
Broken links and broken images are an instant detraction from what you are offering. Not only does it damage the image of the company but it also disables the customer from accepting the offer. For example, I once received an email with an offer in it for a conference, but the link to sign up to the offer did not work. Instantly this reflected very poorly on the company and a valuable customer was lost.
2. Make it a quick message for a quick medium
You have 3 seconds to grab your customer's attention otherwise they can just press delete or move onto the next email. When you play tennis and someone hits the ball hard to you, usually your instant reaction is to hit the ball hard back. This is the same with emails. The message is transferred quickly and people tend to read and discard them quickly. You'll find that potential buyers rarely reread a newsletter they have received over email.
3. Send more than one email in the campaign
After you have sent your initial email with its offer send another one a week later saying that the offer has almost expired. You need to weigh up the number of times you do this with how annoyed the receiver will get. Keep doing this until you feel there is nothing more to be gained. This creates urgency for the reader and anyone who does not want to receive the email will just remove himself or herself from the mailing list.
4. Email link to websites
Your call to action is crucial. Direct buyers to a website or to reply to the email. Ensure that your offer is clearly displayed and it is clearly understood how to accept the offer. You will receive much faster response rates if you link to a website instead of asking the buyer to pick up a telephone and call you.
5. Reply to your responses
A quick response to your emails is going to ensure that your hot lead turns into a sale. Unlike with other mediums the time between when your offer is delivered and when it can be acted upon is very short. After receiving an email you can effectively purchase, book, apply or register for anything on the internet in a matter of clicks. This speed is required in returning to your leads as they will expect you to receive their email in your inbox as soon as they send it. As a rule, your response time should not be longer than 12 hours.
See next months issue for the next 5. For more information about email marketing contact Freestyle Web on 9556 8977.
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