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How not to communicate…

Well, I am a great fan of emails. After the invention of wheels, I consider email application as the greatest invention. Even after whatsapp, messenger, skype etc, email still holds its place in this era of instant communication.

But do we really know how to write an email?

That sparks interest in the reader’s mind to know more about you, your company, your products etc.

I received an interesting email today from someone trying to sell me something. This was her second email. The first email from her was received by me on the 19th of last month. I am not letting you know who that is. That’s not important.

In the first email she had said that my company [with name] has been shortlisted as the “most powerful company in XYZ domain” and will be featured in their magazine and she had stated the benefits of getting published in their magazine. Then she had asked me to revert so that she can share the quote. Wow! From “Cold Call” stage to “Quotation” stage in a snap. I wish I can do that as well. Not really.

I replied to her then, asking her to remove my email id from her mailing list since it didn’t interest me. Neither did I subscribe to anything nor did I express interest on any of their services.

After a month, today I received the second email in spite of me asking her to remove my email Id. What’s more. This time it was more stronger in language.

Excerpts [if the language is not right, please excuse me, it is published here exactly as I received]:

In the rare opportunities, I have to work on client acquisition, I have not had much success reconnecting with you. It might just be that you don’t have any interest in talking with me — and that’s okay. I just need to know whether or not to keep trying.

So, to make this nice and easy for you, you can reply with a simple keystroke. Just reply with either A, B, C, D, or E and I’ll know what to do, but please do reply so that I can stop emailing you if you’re not interested.

A. Stop emailing me with attempts to connect but continue to send invites for future opportunities.

B. Don’t send me anything, remove me from your list. We don’t currently and won’t ever need your opportunity.

C. I want to talk, we need some help, but the timing isn’t right. Keep trying.

D. I would like to schedule a time to talk. We need some help. Please send your calendar link.

E. I forgot who you are. What’s this about?

 

The funny part is this: “to make this nice and easy for you…..”. In fact she wants me to make it easy for her. You can’t do prospecting over cold email and also automate it. It is so naive, unprofessional, bossy, accusing, all rolled into one.

Instead, the sender should have used a professional email marketing tool with “unsubscribe” buttons and sent an intro email with few lines and asking for permission to continue writing without any demands. Forget business.

Clients are not waiting in queue with the cheque to handover to you. Stop dreaming.

Write well.

Spark interest.

Serve without any expectation.

Build trust.

Pick up the phone and ask for an appointment.

Meet.

See if they have any problems that you can solve.

Add value.

Propose.

Negotiate.

Close.

Deliver.

Retain.

Where is this sales person right now, in this process? She hasn’t even started yet. But thanks to her for teaching us how not to write emails.

 

Happy Selling !!

 

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Email Marketing Campaigns

In case you are running email marketing campaigns for your company:

Do you profit enough from your email marketing campaigns? Is your email marketing campaign delivering the desired results? Are you ensuring that your email is delivered to the inbox and not to the junk folders? Are you able to track the click through open rates [CTOR] and conversion rates? Do you know which days in the week are best suited to execute your email marketing campaigns?

Are you able to integrate your marketing campaigns and results with your CRM? What email metrics and web analytics you wish are available to you? Do you use smart tools to manage your PPC Campaigns or Search Marketing? Do you wish you had an integrated tool to run all your marketing campaigns – email marketing, web, search engine marketing, social media marketing and also analyze the results so that you fine tune your next campaign for better ROI ?

These campaigns help in Identifying, Acquiring and Retaining customers, in the smartest and the most economical way. Period.

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Click Through Rate [ CTR ]

How often your email is deleted without being opened? What is the open rate? Do you measure the open rates? If you can analyze the conversion to open rates, it can help you refine your target segment further. Clients after opening your mail, are they clicking on the links that you have provided in the email? This is measured as click through rate. But still this doesn’t ensure your conversions. Clients may not convert even after clicking. They may even add your products to their shopping cart and leave your site without purchasing  anything. Sometimes, click through rates are high but the conversions aren’t. If you use web analytics with your email marketing campaigns, you will be able to analyze and find the answer for this problem. Segmentation is the key and a good web analytics tool would give you options to segment as well.

Other factors such as the content, creative design of the email message, frequency of your emails, email opt-in process itself, subject line, deliverability of your emails, working links in your message etc also affect your click through rates.

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E-mail Marketing

The runaway success of social media is great news for us as marketers. Social Media has the potential to engage your customers like never before. And Email Marketing is still one of the best options to engage your customers. Email from a trusted source get higher open rates; faster, better response rates; and quicker conversions and higher ROI. Hence you need to have a Social Media Strategy in place if you are interested in connecting with and engaging existing customers and finding new customers through the existing customers.

Your email marketing campaigns should have the ability to enable your recipients to post your message across many social media platforms such as – Linkedin, Facebook, Twitter, Pinterest, Instagram, Tumblr etc. Social Media helps you to expand the reach and maximizes the effectiveness of your email marketing campaigns, it provides a better way to engage with the customers and get feedback, it improves Search Engine Optimization [SEO].

It builds your brand, drives your website traffic, helps you to build your opt-in list organically and last but not the least it offers a fresh perspective on customer service and loyalty.