Online marketing and social media tips for business from Shannon Belew, best-selling author of "Starting an Online Business For Dummies, All-in-One"
Every day your customers and prospects receive dozens of marketing messages in their inbox. How do your emails compete? Being effective starts with a snappy, engaging subject line – enticing enough to get your email opened. But once in view, is the complexity of your email message keeping your conversion rates down?
I recently attended an all-day virtual seminar from InsideSales.com. It was packed with good information, great speakers, and inspiring ideas. By the end of the day I was weary and nearing information overload. Apparently, I wasn’t the only one to feel that way. One of the final speakers of the day, Jill Konrath, author of SNAP Selling, honed in on that information fatigue, pointing out that it’s the same feeling our prospects get. Konrath discussed removing the complexity from the sales process in order to compete for the attention of today’s “crazy busy” prospects. Her message covered a lot territory but her mention of email messages really resonated with me.
While many experts claim email marketing is dying, my experience has shown that it’s still a relevant tool for reaching my hi-tech customers and prospects. While email open rates and click through rates (common measurements of successful engagement) are never as consistently high as one would like, it may be information overload, and not a worn-out delivery vehicle, that’s causing fatigue.
Building on what Konrath shared, here are 4 ways to get more from your email marketing messages:
Do you use email marketing to reach customers and prospects? Be sure to leave a comment and share your best tip for simplifying email messages.