You can build a client base with email, but you have to know how to do it.
I received an email today that was all wrong. I've ran poor email marketing campaigns and very successful email marketing campaigns. So, I know a little bit about what works and what doesn't. Plus, I'm a customer first and I know what would provoke me...
The email I received had a subject line of "Voicemail Follow-up." I opened it because I'm weird and like to open every email. The subject line was not enticing in the very least. I don't know if many of you here would have opened it, but that's neither here nor there...the subject line was not appealing.
Secondly, the "From" name was one that had only a first and last name. Sorry. We're not on a first and last name basis. Instead of "John Doe", you should be "John @ Wonderlead" or something like that... (Wonderlead is not the real name of this company, but I'm trying to protect the somewhat innocent here).
Third, it starts with:
I'm following up on the voicemail I just left..."
Well, that's not the worst thing he could have said, but it's not true. I didn't get a voicemail.
On top of that, valuable space is wasted to tell me that. We don't have a "working" relationship yet - so the fact you left me a voicemail should not be at the very beginning of the message. I'm busy. I have other things to do than be reading your email. I have the entire Warrior Forum to read.
"Wonderlead can help you:
- Increase campaign conversions by 50+%
- Decrease cost per lead by 68%
- Decrease campaign launch time by 50+%"
I don't care what Wonderlead can do. Is this email about me or you?
You're also assuming I know what a conversion is. Many marketing folks do, but this is something to discuss after you know me and my level of understanding of marketing terminology.
The statistics look bogus...especially the one that says, "Decrease cost per lead by 68%." How can you be that specific? You know nothing about me or my business. What if you can decrease it by 71%? What if you only decrease it by 61%? These numbers are good and great if you know more about my business and have proven experience, but at this point, they just look really, really bad...
Believe it or not, there's more... Fifth...
"When would you be available to check-out Wonderlead and see whether we can do the same for you?"
Ummm... never! Well, #1 this contradicts everything you just said in your fancy bullets. You made it seem like you know me and you know it will work. At any rate, this sentence is weak. It offers no real call to action. It leaves too much room for the reader to put the message off. Something like "Would Monday at 10am or 3pm be better for you?" Make me make a choice. Passive aggressive emailing only works on lay downs who were waiting on you to email them.
Lastly (yes, there is more and this is it)...
Please give me a call at your convenience at the number below.
Don't ask me to call you. You have provided nothing of value to me. If you're going to ask someone to call you over email, you should be dangling a nice carrot in front of them. Point. Blank. Period.
These are just a few things...I could go deeper. But, this is the reason why emails "don't work." This is why emails are ineffective...
Back to the drawing board, folks. I'm off my soapbox...