When you write content for your IT marketing emails, keep it personal. Also, automate it so your prospects and customers receive the information they need regularly. Make sure you know your customers and know what you want to accomplish with your emails. If you can do this, you’ll have more conversions.
How to Get to Know Your Audience
If you don’t know what your target audience needs, then you can’t write effective emails. You have to connect with them on a personal level, and the only way to do that is to understand what they need.
Asking your audience what they need is the best method. They can tell you directly what they need from your emails. Even if you can’t talk to them directly, you can ask them to fill out surveys, questionnaires, and respond to you on social media.
You can personalise your emails once you understand their challenges.
How to Personalize Your Content
Once you complete your customer surveys and other fact-finding efforts, begin segmenting your subscribers. This enables you to write individualised content based on the answers and data you’ve gathered. For example:
- Shopping behaviour
By spending time segmenting email subscribers, you can write personalised, effective content that relates to each reader.
How to Persuade Subscribers to Open Your Email
So many emails are deleted before the subscriber ever reads the content. How do you persuade your customers to open and read your emails?
The first thing to do is write the way your subscribers talk. You don’t want dry, stuffy content no matter what the subject matter. Think like your prospects, creating copy that’s full of engaging content. Talk to them as if you were friends chatting on a street corner.
Also, remember to personalise your subject lines so you get the best open rates.
How Often Should You Send Emails?
Automating your email schedule ensures that your subscribers receive the information they need, when they need it. When you automate your emails, use the customer information you collected for personally relevant emails.
How often you send emails depends on your individual subscriber’s profile. For instance, send out a birthday note with a special deal inside or a holiday email that offers a gift. This makes an emotional connection with your subscribers.
When you make your email schedule, have several types of relevant content on hand. Then you’re ready to send the content when most appropriate. You can include several types of content, such as podcasts, images, videos, whitepapers or infographics to keep your subscribers interested.
Many IT marketing teams don’t have the time to create such detailed email scheduling, so they outsource it. Automated email services can schedule emails, saving you time so you can concentrate on other marketing projects.
IT marketing email is still one of the most effective ways to communicate and convert your prospects. It’s a top-performing way to engage and build relationships, as well as keeping in touch with prospects and customers. Doing email right gives you a competitive advantage that drives sales.