Just past week, I returned home from a business trip and went through my outlook to make sure I do not miss on essential work-emails. Our enterprise deploys a number of filters to keep spam and promotions emails at bay, and yet some mails, though rarely, do find a place in my inbox.
In fact, I, too, started my career writing promotional emails and campaigning for an apparel company. It is surprising to see how dependent companies have become on email marketing in the last few years. The rate at which technology has grown has made email hosting cheap and has built a plethora of organizations, especially startups, utilizing email’s potential to their advantage.
What’s wrong with a personal mail id?
Some companies whose hands are tied (with constrained funds) still rely on personal email ids for conveying business proceedings. Though small organizations can continue thriving on personal ids with little noticeable effect, the more serious ones can face a severe blow to their heads.
Corporate mail id is always more professional, and speaks of your authority as the rightful representative of the company. Imagine receiving an email from “[email protected]” asking you to transfer a few thousand dollars as stated in the work contract.
My point is, personal email ids are looked upon with suspicion as many have been duped with fraudulent campaigns.
Consider another email, this time from a corporate id “[email protected]”.
Which mail address is more likely to establish its authenticity? Obviously, the corporate one.
Difficult to retain
Your client misplaced your visiting card and now there’s no source of contact between you two. He happens to remember the texts preceding the ‘@’ sign in your email address– by sheer luck – but isn’t sure what followed ‘@’.
Personal mail ids are challenging to retain. Recall how many times you have forgotten your own, let alone remembering someone else’s email address.
Instead, if you had a corporate mail id, the client would have easily recollected maybe made a deal with you.
Email & marketing
Notwithstanding that email is an essential tool of marketing, people often baffle upon the idea that the two are related. A wisely ramified organization will always have marketing as a separate vertical. Email, on the other hand, is a tool that has existed for some time now, and finds its use across the varied business-pillars.
There is an increasing focus on email for marketing, given the various ways it can be deployed. To add icing to the cake, emails are cheap; it costs nothing to send and receive a mail. The low costs linked to emails translate to a high Return on Investment (ROI).
On average marketing with emails can reward you with a return of $44 per dollar invested, touching a massive 4400% ROI.
The conventional methods of promoting a brand are increasingly getting sidelined; more and more attention is being drawn to email marketing.
Shooting dart in the dark
If you happen to be a business tycoon, you would typically want an email plan that could foresee what your employees are up to, and whether your resource is being used properly. In simple terms, you would want to have an eye whether your subordinates are working to their potential, or are just faking shooting darts in the dark.
An individual email account, owing to the stipulations on account of its license, would seldom allow you this liberty. However, this authority comes complementary, even with the cheapest email hosting plans.
How can I market with emails?
Email marketing does not require any additional skillset and is only adherent to writing an email that clicks with the audience. It is essential to decide the right audience and to target them correctly. Pitch the product pertaining to the audience. An aged citizen, for example, would not buy baby-lotion under normal circumstances; so, wisely decide whom to sell and what to sell.
Do not overly market
Marketing works wonders till a certain point beyond which the strategies start to backfire and the brand reputation starts to dive. This is commonly seen among startups that focus on marketing so much that the customers begin to get irritated.
This is where most marketing goes wrong. When I was a rookie, I shot too many emails to prospects in the hope of garnering some attention. It surely worked. But sooner, my mails started landing in the promotion tab instead. Fortunately, our company came up with a policy of not allowing more than 2 emails (in a week) to a client. The strategy did help prevent a rude awakening, but some limelight was drawn off from us.
Boast your goodness
What’s your idea of buying a product?
Perhaps, one that is better than others?
Highlight the virtues of your company/services you are dealing in. Do not deteriorate other brands; you can brag the qualities of your product, though.
It is okay if you pull out a comparison chart, comparing your company/product with your competitor’s. Nonetheless, such comparison should orbit around showcasing your goodness rather than demeaning your contender.
Moreover, write concrete content in a sense that it should be strong and sturdy and easily conveys the idea spun around it. Informative contents are always welcomed, and carries an aura that compels customers to buy from you.
For example, you can describe how cold air penetrates through a fabric and how your specially-woven drapes can help avoid cold.
Conveying science behind the product helps the audience buy the idea more quickly, inflating odds of converting business and skyrocketing sales.
I remember attending a seminar at Michigan, addressed by a business-management professor from Harvard. “The notion behind selling is not to sell but recommend” were his words that I instantly resonated with.
Remember not to appear a desperate, touting salesman. Explain the good and bad of the product the prospect is keen on buying. If possible, include a section in your email’s body that outlines product implications. Such gestures allude your honesty towards clients, and it is quite likely that people will buy from you.
There are no denials that email is an important business tool. A new unexplored aspect of email is discovered every year. Marketing, without any doubt, reigns supreme among all of them.
It won’t be at all surprising if emails experience convergence from more technological genres in future.
Nishant is a content writer by hobby and fortunately also by his profession. A state level tennis player, Nishant has written short stories, poems, and snippets for a number of blogs (including his own). Cloud Computing, Cloud Hosting and Cyber Security are Nishant’s forte. When he is not writing he is either sleeping or playing tennis.