Maximizing Response from e-blasts
Nearly every successful company has embraced the concept of using e-marketing as a way to maximize exposure at minimum cost. This is because an e-marketing campaign fits in everyone’s budget, it cost nothing! But the great strength is also the great weakness because everyone is using e-blasts to communicate with their prospects and sphere of influence. A few things to keep in mind with the suggestions that will be made:
- E-mail will never have the fraction of the impacts that face-to-face communication does.
- E-marketing will never be as powerful as direct verbal communication or phone networking.
- E-mail is not as powerful as direct mail because direct mail is hands on and requires touch.
- You’re competing for the attention of your email recipients with hundreds of other companies.
- E-mails are easily deleted with most never being read.
As can be identified in the points above, if you’re not careful, your emails will be lost in cyber space, never to be read by their intended recipient (your sphere of influence and prospects). How can you avoid falling into this trap? There are three mandatory requirements:
- You must get permission from each recipient before you send the first email. This is best done via phone or face-to-face.
- The content of the email must be about something that is of interest to the recipient.
- Most importantly, you must have a “sizzling”
If you think about it, you personally will scan the subject of each and every subject sent to you. If the title doesn’t grab you, you don’t open the email. If you find the title more intriguing than the others you’re receiving, than you’ll open the email. Let’s consider some examples of titles that would entice recipients to open your email:
- Recent sales could have serious impact on prices in Windermere.
- Lowest price ever offered in Spring Lake.
- Prices once again increasing by double digits in Naples.
- You won’t believe this photograph of Bike Week in Daytona.
- Tiffany’s to sponsor local neighborhood event.
- Invitation only investment seminar this Wednesday.
You can imagine how many homeowners or prospects will be tempted to open emails with the above captions. Remember, the next time you send an email, don’t send it if the title doesn’t “sizzle.”