Viper Marketing & Communications Group

Target Your Prospect with the Best Email

Author: Jim Hardcastle

Jim helps people plan and deliver effective communications. His background in the countryside sector provide him with a wealth of experience in rural marketing. Facilitation, fueled by coffee, with Post-Its at the ready, he’s here to help .

Many of us are sending out Christmas emails to retain customers or create new ones for next year. You only have seconds to make the right impression. Here’s some help for prospecting by email.

Be Sincere


Get rid of all the words that appear gushing with emotion or over-technical. People see straight through them or glaze over and think of unicorns. Here are some serious offenders: love, exciting, state-of-the-art, solution, fun, partner, leading edge, passionate, unique, PPC and one-stop shopping. 


Keep Your Message Simple


Your email needs to be less than 90 words. Use 2-sentence paragraphs so it can be scanned. Stick with common black fonts (no colors) and never include more than one link or attachment.

Research Their Objectives


Research your prospect’s company, industry or position. What are their needs? Make
sure your email mentions an important business objective, strategic aim, issue or challenge.

Right Here, Right Now


Give them something to chew over immediately. Align your message with a key business issue that may impact your prospect’s priorities and tie your message into that. This might be social media, doing more with less, breaking into a new market.


You Are Unique


Your product or service may be a commodity, but you’re not. You are the unique selling point of your business. In your emails, focus on the ideas, insights and information you can share that will be of value to your prospect in reaching their goals.


Subject Lines Should be Themes Not Topics


Your subject line determines if your message gets read. Avoid topics like Best Buy or Book Now and focus on themes such as Quick question re: Digital Marketing or Reducing Product Launch Time.

Anything else work for you?
 

- Posted on Tuesday 13 Dec 2011 at 14:32 by Jim Hardcastle

Tags: audience (33), digital (41), email (5), objectives (1), prospect (1), strategy (27)