Como escrever e-mails que obtêm respostas
Um blog convidado de Natasa Djalovic (Gerente de Marketing da 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. Crie uma linha de assunto que valha o clique
Seu público-alvo é formado por profissionais ocupados com estilos de vida agitados que, por sua vez, sofrem com a sobrecarga de informações. Isso significa que você precisa causar uma ótima primeira impressão para que eles realmente notem seu e-mail na caixa de entrada lotada e se sintam compelidos a abri-lo.
Algumas das dicas para elaborar e aperfeiçoar uma linha de assunto matadora incluem:
1. Menos sobre mim e mais sobre você
E-mails com linhas de assunto como:
2x suas CTRs
ou
Obtenha 200 demos em um mês
are telling your customers something of value is inside and if you don’t click on it you are missing out (FOMO).
2. Seja breve e agradável
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… 😉
Dicas para linhas de assunto irresistíveis
Esse exemplo resume tudo e informa ao seu público o que ele pode esperar ao abrir seu e-mail.
3. Despertar a curiosidade
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…
É claro, certifique-se de oferecer aos seus clientes potenciais algo útil e valioso. Portanto, provoque-os, mas entregue-os.
4. Faça uma pergunta
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.
Está tendo dificuldades com taxas de entregabilidade ruins?
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. Use números
As listas indicam que seu conteúdo é facilmente digerível e digitalizável. Ninguém quer ler parágrafos pesados e perder tempo tentando entender o ponto principal. As listas numeradas são muito mais fáceis para os olhos e para o cérebro e permitem que os destinatários encontrem rapidamente as informações de que precisam dentro do corpo do texto.
7 dicas para melhorar sua taxa de entregabilidade
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. Faça com que todo e qualquer cliente potencial se sinta especial
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
Ah, uma grande empresa como a XYZ pensa em você e o lembra de concluir sua compra. Isso não é muito gentil?
E essa é apenas a primeira camada de personalização. Para aumentar ainda mais a probabilidade de obter respostas por e-mail, opte por uma abordagem ainda mais avançada e vá muito além do primeiro nome e do nível de localização.
7. Seja espirituoso e polêmico
Você pode apostar que uma linha de assunto engraçada com um soco chamará a atenção de seus clientes em potencial.
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.
Por que suas linhas de assunto são ruins
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. A anatomia do corpo de um e-mail eficaz
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. Ajuste o texto de visualização.
Essa é uma chance adicional de estender sua mensagem além dessas duas palavras da linha de assunto. Use-a de forma inteligente para enfatizar um senso de urgência e incluir a principal conclusão do seu e-mail.
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.
As pessoas querem receber mensagens simples e diretas. Deixe suas frases de alta tecnologia para eventos e encontros do setor.
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. Cuidado com a bagunça.
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. Faça o acompanhamento!
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.
Confira este guia prático sobre como fazer um acompanhamento eficaz.
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. Use imperativos e palavras de ação
Você precisa incentivar e estimular seus destinatários a clicar nesse botão e se inscrever, fazer download, comprar, ler ou assinar seu produto ou serviço. Portanto, seja direto e diga a eles o que você quer que eles façam em alto e bom som.
2. Use reforço positivo
Diga ao seu público-alvo o que acontecerá se ele clicar no botão de CTA, ou seja, como ele se beneficiará com isso.
Compre agora e ganhe frete grátis
Subscreva e receba um presente
Inscreva-se e aumente sua taxa de abertura
3. Faça com que ele se destaque
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. Coloque-o em um lugar de destaque em seu 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.
Como obter respostas por e-mail, em poucas palavras:
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.
Um pouco sobre Natasa:
Natasa Djalovic. Gerente de marketing da Autoklose. Ávido promotor de memes e GIFs, amante de gatos, com superpoderes de conteúdo (psst, não conte a ninguém).
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