Send truly personalized emails. Merely changing the name and company alone is not personalization.
Each day, many of us are accustomed to receiving an influx of emails that are nearly impossible to get through. Work‐relevant and time‐sensitive emails may be touched on with some immediacy, while other messages go straight to the garbage bin. Why would your prospects experiences be any different?
There are a variety of methodologies used to entice people to open emails. Unfortunately, many of these methodologies are simply click‐bait that is becoming easier to recognize and ignore. So how do you avoid it?
The answer is simple: personalization. The Aberdeen Group has found that personalized emails improve click-through rates by 14%, and conversion rates by 10%. The subject line is the first opportunity to show the client that you are interested and knowledgeable about them, specifically. Make the subject line immediately relevant to the prospect. Do some poking around about the individual or the company on Linked In or in the news. Find any changes that the company may have had in their leadership; know where the company is in its growth cycle; leverage these news pieces and developments as opportunities to connect. With a little research, your emails will be enticing enough to open!
Example subject lines:
Congratulations on your recent acquisition!
Stanford Grad? Fellow Cardinal with an idea.
Consider every communication a chance to humanize your company. Encourage your sales team to build rapport with their prospects. According to Hubspot, Lead Nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR. After all, it is harder to say no to someone with whom you’ve developed a relationship and have begun to view as a friend.
Be sure to include details on how you’ll help make a prospect’s job easier by providing a service to their company. Have a host of relevant white papers, infographics or other marketing materials ready to send when the opportunity arises. Finally, be sure to sign off with your personal contact info along with an express intent to follow up.
How should you conduct your research? Utilize websites like http://www.manta.com, http://www.hoovers.com, and http://www.avention.com to learn more about the company; LinkedIn is another fantastic resource for discovering more information about a prospect, whether it be the company itself or the individual you are targeting.