Last week we talked about emails and how to make them more effective. We covered in more detail when to send emails. Today we have a few more tips
Getting Attention: When you send an email the first thing your customers’ see on the left hand side is the name of the company or person who sent the email. So why is it that I am still getting emails from companies whose company name is shown on the left hand side, and who then repeat the name of the company in the subject line. You are wasting valuable real estate and your best chance of getting readers engaged.
Segmentation: Most businesses have lots of people on their email lists, but they send the same email to everyone. Segment your emails to fit the different categories of customers. Look at how much the customers buy, how often, when and what. Take the top ten or twenty percent of your customers, those who support your business regularly and send them a different email than the customers who purchase from you occasionally.
The email to occasional customers should encourage them to visit you more often and give them reasons to do so.
Personality: Each business has a personality, as do the people in the business. Bring out your personality in your emails. If people are used to having fun when they visit you, add some fun into your emails too. Let your customers see the real you (unless you really are a grump, then let someone else write the email).
Stories: Are you telling stories in your emails? Short stories can captivate visitors.
Stories are entertaining and will increase sales. Mention something that happened in the business, for example how you were able to solve a customer’s problem or meet a need.
There are lots of different ways to make your emails more enjoyable and interesting for your customers. So don’t stay with the same old thing. Take a step forward.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
