Spam is getting smarter. Your firm must work harder to ensure that clients are opting into your newsletters and eblasts. But what about prospects? This video will help you ensure that emails are personal and informative — and not annoying to the people you want to reach.
In this video, Leah Spielman, marketing consultant, shares five tips for lead generation. We’ll talk about subject lines, pre-header text and great headlines as well as how often you should communicate. Watch to get five tips that can improve your email marketing.
There are many ways to follow-up with prospects. Get five ways to stay in front or your prospects. Convert leads into clients.
If you prefer to read the content, the transcript is below.
It is imperative that your e-mail communications are personal and informative. Spam is getting smarter and end users are overloaded with e-mail. So, to ensure that your e-mails are engaging, I have a few tips for you.
Number one: test your audience. If your email tool allows for A/B testing, try it! Write 2 different subject lines. I like to run the test on 50% of the audience. The winning subject line is sent to the remaining 50%. We recently did an A/B test and it turns out the title of the main article as the subject line won over saying ìInGenius Review ñ June 2019î. Take what you learn and use it for future e-mails .
Number two: Utilize pre-header text! This is a great way to tell the reader what to expect when they open your email. Use it to promote another topic from your e-mail.
Number three: Talk about the recipient. Why does it matter for them? How are they impacted? Use ìYour Key Tax Considerations for 2019î as a subject line instead of ìOur important tax tips for 2019.î
Number four: Be consistent. Whatever you do, donít just do it once and except your audience to engage. Start small and be consistent ñ send a quarterly e-newsletter with a main article and then a client focus or highlight piece. When that is going well, add in monthly e-newsletters that focus on industry news and topics your audience cares about.
Number five: Use automation. Even the most basic e-mail tools have automation features including welcome series emails, follow-up emails and segmentation. Start small and set up a series of 3 e-mails to introduce new clients to your firm. An advanced e-mail marketing system like Hubspot, Infusionsoft or Marketo have more advanced automation features such as lead scoring.
E-mail marketing is a powerful tool when used correctly. It allows you direct access to your audience without a lot of algorithms getting in the way. Use these tips to bring your e-mail marketing to the next level.