It’s every marketer’s dream: send an email out to hot prospects and get a flood of positive responses. This dream isn’t necessarily a pipe dream. Because even though technology has dramatically changed the way people buy, the human brain hasn’t changed. What it responds to is the same today as it was thousands of years ago. Which is fortunate for marketers, because this means we can take advantage of what the field of persuasion psychology has to teach us about how to influence people’s buying decisions.
Email has seemingly been on the brink of extinction for about a decade now. Over the past few years alone, email has been called “dead,” “not dead, evolving,” and even “dead, again.” But as you can likely tell by the steady stream of messages still flowing into your inbox every day, not to mention the ones you write and send yourself, email continues to keep on keeping on.
We’ve all heard how important it is to make a good first impression. Show up late for a job interview? That’s a bad first impression. Eat a ton of garlic and forget to brush your teeth right before a first date? Also a bad first impression. Go to meet your significant others’ parents for the first time dressed in Crocs and sweatpants? That might also result in a bad first impression (depending on prevailing fashion sensibilities).
Communication is the lifeblood of sales and marketing. Successfully closing deals, providing value, explaining complexities — they all rely on your ability to express yourself clearly and persuasively.
The email inbox is a mysterious place.
It’s given a private address and gets hidden behind lock and key. Only a lucky few businesses gain access to it, but once they do — it’s every brand for itself.
The average consumer subscribes and receives emails from approximately 9 different brands and when your message finally lands in a lead’s inbox, each and every one of them becomes competition.
It’s no secret that email marketing is a critical component of the inbound methodology. After all, why work so hard to build up a database of leads if you never do anything with them? An email campaign can be a very successful approach to nurturing leads through the funnel if you take the time early on to outline a solid strategy.
Like most digital citizens, you’ll probably start off by doing some online research around email marketing. If other marketers have seen success with this method, it’s likely that you’ll want to figure out what worked for them.
Unfortunately for your research, just about anybody can pass themselves off as an expert in this modern age of digital marketing. While there is certainly a great deal of good advice available on the internet to help you improve your online marketing efforts, there is just as much bad advice out there that could potentially derail your hard work if you’re not careful.
One of the most important aspects of inbound marketing is delivering relevant content to followers who want to see it. People opt in by signing up for newsletters and downloading premium content. A sad reality, though, is once they opt in, people change their minds or decide they’re not actually interested in your content after all.
Perhaps their email inboxes overflow daily and they’re tired of going through and deleting each email. Or, maybe they had a bad day and spent their lunch break un-friending people andunsubscribing to email blasts.
What’s the last major thing you tested in your email marketing program? Small tests, like subject line or sender personalization are quick and easy, something most great email marketing softwares can do out of the box.
However, these small tests, which can provide some data, can’t compare to larger, more comprehensive email tests. And really when it comes to testing email marketing, it takes more than one email to really determine what works best for any given company.