Come scrivere e-mail che ottengono risposte
Un blog ospite di Natasa Djalovic (Marketing Manager di Autoklose)
Email marketing is one of the most affordable marketing tactics. We’ve all read that for every 1 dollar you invest, you get $44, which is awesome, but many marketers complain that IRL the situation isn’t nearly as great. Are the rumors that good ol’ email is on its deathbed true? By no means! The culprit behind ending up in spam and not being able to get email responses usually hides in plain sight.
Sometimes it’s your ineffective subject line, deceptive copy, or the lack of CTA that puts your recipients off engaging with you any further.
Here’s how to fix it and have get email responses until your inbox overflows.
1. Creare un oggetto degno di clic
Il vostro pubblico di riferimento è costituito da professionisti impegnati con uno stile di vita frenetico che, tra l'altro, soffrono di sovraccarico di informazioni. Ciò significa che dovete fare un'ottima prima impressione per far sì che notino la vostra e-mail nella loro affollata casella di posta e si sentano obbligati ad aprirla.
Alcuni dei consigli per creare e perfezionare un oggetto killer includono:
1. Meno su di me e più su di voi
Email con oggetto come:
2 volte i vostri CTR
o
Ottieni 200 demo in un mese
are telling your customers something of value is inside and if you don’t click on it you are missing out (FOMO).
2. Mantenere un tono breve e dolce
Unless you opt for the KISS approach, it will be a kiss of death for your open- and click-through rate. Elaborate subject lines, which are longer than 50 characters won’t be displayed on mobile displays properly and in their entirety.
And if we bear in mind that most people check their email on their smartphones, it’s self-explanatory why using fewer words is essential. It would be a shame not to be able to finish your tho… 😉
Consigli per un oggetto irresistibile
Questo esempio riassume tutto e dice al vostro pubblico cosa può aspettarsi se apre la vostra e-mail.
3. Accendere la curiosità
While it’s not a good idea to deceive your recipients and lure them into clicking on your email only to discover that the subject line has nothing to do with your offer, intriguing them can do wonders for your open rate.
Not many salespeople know this closing trick…
Naturalmente, assicuratevi di offrire ai vostri potenziali clienti qualcosa di utile e di valore. Quindi, stuzzicateli, ma fatelo.
4. Porre una domanda
This one usually works best when it’s paired with pain points and issues that your audience experiences. Yes, we advise you to play on their vulnerabilities and capture their attention immediately by mentioning something that has been giving them much trouble.
Stai lottando con tassi di deliverability insufficienti?
Such a subject line uses the power of negative emotions and reminds your prospects about their problems, but also implies that your email offers a solution. The trick is to live up to their expectations and offer something of value. So, don’t try to oversell yourself, because you can only fool people once.
5. Utilizzare i numeri
Gli elenchi indicano che il contenuto è facilmente digeribile e scansionabile. Nessuno vuole leggere paragrafi pesanti e perdere tempo a cercare di capire il senso del punto principale. Gli elenchi numerati sono molto più semplici per gli occhi e per il cervello e consentono ai destinatari di trovare rapidamente le informazioni di cui hanno bisogno all'interno del corpo.
7 consigli per migliorare il vostro tasso di deliverability
This subject line shows the recipient exactly what’s in store for them. It states what your email talks about and promises your prospects content that their brains can easily process.
6. Far sentire speciale ogni singolo potenziale cliente
It’s no secret that successful companies who want to get email responses use sales email automation for their email outreach. But that doesn’t mean that your campaigns have to be generic and sound as if C-3PO wrote the copy or else you’re doomed!
Autoklose, the intuitive sales automation platform, offers personalization tokens which will help you build rapport with your audience and make them feel as if they’ve just received a carefully penned 1-on-1 email. Moreover, you don’t have to use only predefined tokens – Autoklose lets you create your own and personalize your campaigns to your heart’s desire.
Mike, you’ve left an item in your shopping cart
Una grande azienda come XYZ pensa a voi e vi ricorda di completare il vostro acquisto. Quanto è dolce?
E questo è solo il primo livello di personalizzazione. Per avere ancora più probabilità di ottenere risposte via e-mail, optate per un approccio ancora più avanzato e andate ben oltre il livello del nome e della località.
7. Essere spiritosi e polemici
Potete scommettere che un oggetto divertente e incisivo catturerà l'attenzione dei vostri potenziali clienti.
Let’s admit it – people also love shocking news, gossip and attention-grabbing headlines.
However, you should know and understand your audience very well if you plan on using this approach, because when you’re using such potentially flammable subject lines, the situation can quickly escalate out of hand.
Perché le vostre righe di oggetto fanno schifo .
This isn’t the most controversial example, but it still catches your audience off-guard and invites them to think about what they’re doing wrong.
It’s worth noting that you should stay away from politics and religion as these two topics are too sensitive and can lead to a huge backlash.
2. L'anatomia del corpo dell'e-mail efficace
Now that you’ve got your prospects to open your email, it’s time to show them what you got and make sure that they don’t regret their previous decision.
1. Modificare il testo di anteprima.
Si tratta di un'ulteriore possibilità di estendere il messaggio oltre le due parole dell'oggetto. Utilizzatela in modo intelligente per enfatizzare il senso di urgenza e per includere il messaggio principale da cui partire.
2. Don’t talk your recipients’ ear off.
This is an email, not an ebook, and you’re trying to make a point and get your message across in an effective way. Don’t get carried away trying to cram an overload of information in your email. Besides, the most important element of your message is your CTA, so don’t bury it under an avalanche of text.
3. Don’t use industry jargon and sound as natural as possible.
Le persone vogliono ricevere messaggi semplici e diretti. Lasciate le frasi hi-tech per gli eventi e i meeting di settore.
It’s also worth noting that your email should look like as if it’s written for your friends and family – don’t use caps lock, don’t capitalize every letter in your subject line, and forget about spam words.
However, given that even “free”, “discount”, or “amazing” trigger spam filters, it’s a good idea to check out a list of the most common spam words. Or use the Autoklose Template Analyzer which highlights every single spam word or phrase within your email message and improves your deliverability rate.
4. Don’t brag about your product’s features.
Your prospects don’t care about the technical specs of your latest product. They want to know how it can help them and make their life easier. Switch from talking about the features to describing all the benefits they can experience if they opt for your offer.
5. Attenzione al disordine.
No matter how much you want to let your prospects realize that all your products and services are just perfect for them, stick to a single offer within your email. Several different offers will turn your message into a hot mess and your recipients won’t know what exactly you want them to do.
Similarly, by including more than one or two links or images, you’ll actually catch the email service provider’s attention and the risk that your message will end up in spam. Only commercial emails and promotions have tons of images and links within their body, and you definitely don’t want Gmail to put you in that category.
6. Fate il follow-up!
All these tips listed above won’t help you get email responses unless you are persistent. One or two messages won’t make the cut, which means that the reason behind your poor response- and click-through rate might be that your recipients simply forgot or were too busy – and you failed to remind them to have a look.
Vedi questa guida senza fronzoli su come dare seguito in modo efficace.
3. Make your CTA’s shine
As we’ve mentioned, a CTA is crucial to ensure you get email responses, so it’s important to make it as prominent and powerful as possible.
1. Usate imperativi e parole d'azione
Dovete incoraggiare e spingere i vostri destinatari a cliccare su quel pulsante e a iscriversi, scaricare, acquistare, leggere o sottoscrivere il vostro prodotto o servizio. Quindi, siate diretti e dite loro cosa volete che facciano in modo chiaro e forte.
2. Utilizzare un rinforzo positivo
Dite al vostro pubblico cosa succederà se cliccano su quel pulsante CTA, cioè come ne trarranno beneficio.
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3. Farlo risaltare
Much has been debated over the best color for CTA, but in the end, it all boils down to opting for a color which will increase the contrast between your CTA and the background. A contrasting color is always a good idea as it distinguishes your CTA from your brand’s color scheme.
4. Posizionatelo in alto nella vostra e-mail
Sometimes people get distracted or simply stop reading your email because it’s not engaging. To prevent that, place your CTA high in your email body so that it can attract your recipients’ attention immediately and get them to engage with your content.
Come ottenere risposte via e-mail, in poche parole:
If you want to get email responses from your recipients, you should treat them like real people, and not just ATM’s who will pay for your product and service. These tips will help you humanize and personalize your email outreach and make it engaging.
Un po' di Natasa:
Natasa Djalovic. Marketing Manager presso Autoklose. Accanita promotrice di meme e GIF, amante dei gatti, con superpoteri contenutistici (psst, non ditelo a nessuno).
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