Something that educates your audience and simultaneously builds your brand sounds lucrative to all of us, and rightly so. Outbound emails are a great way to keep in touch with your clients and build their trust in the product or service that you’re selling. Now, nobody wants to read a boring email. In fact, forget about them reading the email; they won’t even click on it. Make sure you don’t sound like ‘just another outbound email’ to make your emails stand out and get read by prospects. Following a particular template or sounding robotic isn’t going to help the case. Hence, we’ll talk about 3 unconventional tactics you can employ to make your emails enjoyable and keep your leads hooked.
Say no to text after text
The conversion rates will drop if an outbound email contains paragraphs loaded with information. That’s because lengthy statements are hard to read, and nobody really remembers all the information about a certain product they’re seeing for the first time. For example, if you were to pitch or give a product demo and spent the whole demo giving the best information about the product or service you offer, you’ll never close a deal. Even when the information is accurate and relevant, it’s not easy for anyone to absorb so much data at once. Studies indicate that a prospect remembers only 5% of the total information provided in a demo. So, being mindful of how we present product info in the email becomes crucial.
To make your emails more readable, rely on the power of images and other graphical tools. A single image can convey the point much better than a long paragraph. Use this to your advantage and incorporate relevant and relatable graphics to establish an emotional connection with your prospects. In the long run, this practice will help build brand image and enhance exposure. People are more likely to share a funny cartoon or image than they’re to share simple text. So, make your emails personalized, creative, and catchy as much as possible.
Try to set a realistic image
Outbound emails are one of the most vital parameters to consider for shaping a brand’s image. Therefore, making claims is good, but the brand’s actions must back them up. Overhyping the brand’s products or services is a recipe for disaster. Some campaigns or launches may not have yielded the best results. It’s important to address these failures in some way or another and to resolve any concerns the clients may have about the product. These days, a brand that is able to laugh at its failures and doesn’t try to hide them is likely to be more successful. Hence, staying true to what the brand stands for and building a solid base around that is very helpful for building trust and loyalty among prospects.
Also, when talking about a past failure, show the customers what has evolved in terms of brand strategy to make it work this time. Staying honest and maintaining uniqueness are one of the most overlooked things when writing outbound emails. Maintaining this in all emails will slowly shape the brand’s story and help establish a firm reputation with the leads. Stray away from writing anything that’s contradictory to the brand’s promises or image.
Show that you know your prospects
Personalized and targeted messages are bound to connect with the recipient. Show them that you’ve done the research to identify a suitable customer base and that you have a general idea of who they are. Don’t forget to include witty, short, and simple lines about them or their life. Anything that can help strike a chord with them will work. An excellent place for these comments can be towards the end of your emails. The ending should be friendly and show that you’re interested in knowing more about the customer. Including a question at the end or a funny observation about them is a great way to initiate a response. Having a ‘PS’ section with a relatively personal and targeted line for the prospect is the best attempt to close a deal.
Some general things to remember for outbound emails
Every email is written with a different purpose, but some general rules apply to each. Here are some of them:
- Convey information in the shortest way possible. Avoid stretching out a topic.
- The layout should be catchy and lead the reader’s eye right to where you want.
- Avoid jargon and irrelevant information. This can bore the prospect.
- Key objectives or essential statistics can be highlighted for higher visibility.
- Strike the right balance between text and graphics, and include open-ended elements like polls, quizzes, puzzles, etc.
The trick to getting people’s attention is to be interesting and authentic. Staying away from cliche and sounding relatable is captivating for all of us. The same rules apply to your prospects. Selling to a human always involves an emotional factor; getting that right is half the battle won.
Everybody appreciates content that’s relevant to their life and is slightly funny. If you keep these pointers in mind for your next set of outbound emails, there’s a high probability of noticing a surge in response rates.