Have you been getting a lot more emails lately? That’s the case for your customers too. Their inboxes are crowded with emails containing special offers or information. Are you one of those emails?
With such intense competition, we know it’s extremely important to stand out amongst the masses. It’s important not just for the next sale or appointment, but the lifetime value of that client. The lifetime value of the client is the total amount of money that client will spend with you and that can be significantly more than just a single purchase.
The good news is you don’t need expensive software or lots of writing experience to create a great email during these times. All you need to do is show your clients that you understand their needs and that you care about their outcome.
There are really just two types of marketing emails, direct response, or value emails.
A direct response email makes an offer and has a call to action. Some examples of offers would be a discount or a free add-on. Examples of a call to action would be sign-up now, buy now, etc. In direct response emails, it is important to point out the benefits that the reader will receive if they make the decision to purchase. As a writer, you are acting as a salesperson trying to convince the reader to buy.
A value email provides benefit to the reader. It should help them solve a problem. Typically you will give advice, tips, share how-to’s, etc. The goal is to build trust with your customers by helping them for free. You can still make them an offer at the end, but that’s not the main focus here.
If it has been a while since you have sent an email to your list, start with a value email. I believe that you have to earn your audience’s attention before you ask them to buy.
I want you to take a few minutes to think through some of the questions you get on a regular basis. Oftentimes those reveal problems that many other businesses have, and can be a good subject for a value email. Once you have your idea follow this structure:
You will want to try and personalize the greeting. If possible, do something more than just inserting their name in a canned email. Try and find out something personal about the person and include that. It can be something about their business, sports teams they like, hobbies they have, etc.
Always include a bulleted list of tips to help them with their problem. This helps when they are scanning the email trying to decipher whether it is worth their time or not. If they see something in the list that catches their attention then you are golden.
You might include a call-to-action in the email so long as it does not feel forced.
Always close out the email like you would a letter.
And the biggest bit of advice? Be yourself. Let your personality show through. You want to attract people that want to work with someone like you. So acting like something you aren’t is just going to get you clients that expect that which, ultimately, will make you unhappy.
Well, that’s a wrap for this week! I want to thank you for checking in. Make sure to hit that like button. And if you have any questions or comments leave them down below. If you want to talk about how Blue Fish can help you grow your business just send us a message and we’ll get the conversation started!