Three Tips For Engaging Email

In the blink of an eye email can be discarded. “Recipients of emails take about two seconds to decide if an email is worth opening,” says Cathy Cain, president of CC Marketing and Communications Inc., a Constant Contact Certified Solutions Provider. “This is based on who the email is from, and if the subject line suggests there’s a benefit to opening the email.”

Cain has helped small and midsize companies develop engaging email campaigns that increase sales since 2005. She shares three important tips:

Tip #1 - Sell more with relevant content. Your emails should share meaningful, relevant, useful information designed to educate and help your audience. A content-rich approach to your emails will encourage customers and prospects to trust your emails will always be of some benefit to their business, and they will open them increasing the likelihood they will buy from you. If you focus on pushing products and services, they will simply press “delete”.

Opens and click-throughs are important to help gauge who is interested in your company. In addition, you should always include a special offer or downloadable guides/tips sheets with titles like “10 Tips for Maximizing a Trade Show Exhibit,” or “Everything You Need to Know About Buying Apparel” to help measure response.

Tip #2 – Segment your content lists by buyers. This will enable you to send audience-specific messages. Give Realtors ideas pertaining to homebuyers or renters. Give HR managers ideas on how to welcome new employees. Every buyer wants vendors who understand their industry and its challenges; this approach will enable you to demonstrate that you speak their language.

Tip #3 – Make the most of email settings and increase buyer engagement. In some cases you are going against the grain, trying to connect from afar with people you may barely know. Personalize the emails as much as possible. The “from” field should always feature a first and last name and company name. Send emails from a personal email address (john@, not info@ or sales@). You want your audience to think the email is coming from a person, not a business.