More and more companies are using email leads, as opposed to direct mailing lists, to build their new customer base. Email is a less expensive means of communication than traditional mail, and allows you to reduce the lag time between creating a marketing piece and sending it out. Though email has a number of benefits, some have found difficulty matching the conversion rates they enjoyed with mailed brochures and letters. In order to increase the efficacy of your emails, there are a few best practices that all companies should adopt.
Always proofread all communications sent to potential customers carefully. Though email is generally seen as a less formal means of communication, you should still use the same care that you would in email leads for sale creating a physical piece of mail. All emails sent from your marketing team should be free of grammatical and spelling errors. In addition, be sure to use clean, professional formatting and avoid overly familiar touches like emoticons and strange fonts.
A subject line is the most important part of any email. Creating a good subject line will increase the odds that your email is opened and read instead of simply being sent to a spam folder. Choose your words carefully to give readers a clear, concise idea of the information that is contained in the email. Ideally, subject lines can point to the problem that your company, or the email that you are sending, will solve. After you have crafted the perfect line, ensure that the body of the email fulfills the promise that it makes.
Give your customers a reason to take action immediately. Some of the best marketing emails are those that encourage potential customers to click through to your company’s website for more information or to place an order. This ability to take immediate action is one of the biggest benefits that email holds over mailed brochures. Before sending out any email, make sure that your company’s website is online and up to date to give the best impression possible to first time visitors.
Improving your communication with email leads can show an immediate improvement in a company’s bottom line. Remember, even if you do not make any sales from your initial contact, a spike in traffic to your website means that you created a successful campaign.