Super Agent

Do Your Email Messages Count?

According to a recent article by McKinsey & Company, “there’s a reason your inbox always seems jam-packed: e-mail marketing works.” So, if you’ve been toying with abandoning your email marketing strategy in favor of a strategy focused solely on social media, you may want to think again. Although utilizing social networks can be a very effective way to build and market your brand, email is still king when it comes to acquiring clients. In addition, the right message can help agencies and producers get in the door and even position them to generate more productive first appointments.

So, how do you harness the full potential of email messaging? McKinsey offers these three tips:

(1)    Focus on the journey, not the click. In other words, focus on not only what’s within the message, but also where the prospect is taken when they interact with it. For example, it’s more effective to link to a specific landing page with information on what’s featured in the email rather than linking to your website home-page.

(2)    Share the lessons. As with all processes and strategies, it’s important to constantly evaluate what’s working and what’s not. Which messages are really sticking with prospects, and which are getting lost? If you believe the content in a specific email is great but it’s not having much success, could a low-impact subject line be to blame? Share the lessons you learn along the way with your colleagues or team members.

(3)    Get personal. McKinsey says that “the best emails feel personal”, and personalized messages can help you differentiate when decision makers’ inboxes are crowded. So if your prospect has recently downloaded a Whitepaper from your website, or their business is going through an organizational change that may be creating specific challenges, be sure to mention it within your message. Think about what would prompt the buyer to say, “I want to hear more”.

91 percent of all US consumers use email daily—are you making your email messages count?

Tags: , , , , ,

Leave a Reply