Be personal, don’t let them delete you!
My consulting firm has encountered many professional services firms that make the same mistake. They create marketing lists and start sending messages in the form of broadcasts for the masses. In the world we live in today, mass customisation is increasing and singular communication to the masses is declining.
In this world of ever-increasing personalisation, the receiver of your message will quickly hit the delete button if they feel your message is not personal enough.
So, what can you do to avoid this? How do you get your message to cut through?
The answer lies in thoughtfulness. By being thoughtful in your communication, you’ll always avoid having your messages deleted.
Being thoughtful isn’t difficult, but it does take time to do it right. Here’s what you need to do:
How to be thoughtful in your email campaigns
The first thing you should learn here is the importance of having a balance between research and creativity when creating the content for your emails.
You don’t need to overwhelm your prospects and clients with too much information. The key doesn’t lie in quantity but the quality. The most successful type of content in emails is one that provides a lot of value with just a few words.
So, research thoroughly and find the best content to use. Pinpoint where and how a specific piece of information should be used. In essence, strive to find a balance between being creative, informative, and useful to your readers with the content you provide.
Naturally, this won’t work unless you manage to curate the experience you provide. Your audience consists of people with varying interests and needs, and your emails should reflect that.
To achieve this, you need to be meticulous in your research when trying to learn what your clients care about and want to see. Look at what your competitors do, scroll through social media profiles, and gain insights from other online resources. All of that will enable you to curate your own content.
After curating your content, you need to make your subscribers’ experience a simple one. That’s because the average person today is overwhelmed with emails. It’s no wonder that the average open rate of emails in Australia is only 19%. And when all of that is considered, you need to work hard to win their attention. Besides being thoughtful, as we already stated, you can also get recipients to spend time reading your email by making the experience as simple as possible.
So, make sure you are not using complicated terminology and an overwhelming number of words. Use plain language that everyone can understand. You should also use visual aids like videos and infographics, while splitting content into headings and bullet points for easy scrolling.
In the end, it’s vital to create your emails in a way that interacts with and guides the audience. Don’t focus too much on how good your service is, but how you will help the client.
By focusing on the client, being thoughtful, and making the experience curated and straightforward, you’ll become far more valuable to your reader, and your message will have a better chance of getting through.