Designing Emails That Work
An MSP business commonly has a longer sales cycle than many other operations. However, there are ways to defer such long-term costs through strategic outreach methods. Email marketing is very effective when done right. There are quite a few different areas that can be optimized, too.
Multiple “pillars” of best email practices exist, but there are a few which are more comprehensive than others. Following are a few best practices worth considering in terms of email design. At the very least, these represent a starting point you can proceed from as you manage your present email marketing campaign:
Strategically Test the Effectiveness of Varying Subject Lines
An MSP business needs to co-opt available analytics into email design. Subject lines can be optimized to best effectiveness from a combination of strategy involving best practices and statistical insights. You can test subject line effectiveness by trying varying tactics with your present email list. Consultation with the right marketing groups and CRM (customer relationship management) software providers can help you figure out what will work, and what won’t.
What is the “Voice” of Your Audience/Their Particular Stylistic Preference?
Imagine a young man on a skateboard, a Harvard graduate, a small business owner running a tattoo shop, and a film director running a computer studio for special effects. In terms of political leaning, vocabulary, colloquialism, and education, these hypothetical customers will have different “voices.”
Your MSP will have a demographic to whom it aims marketing outreach. This demographic will have a “voice” which it “looks” for in provided services like IT. Younger, more “hip” crowds may look for a level of snark suffusing email content. The professional director may be no-nonsense and professional. You may want to build profiles which cover the spectrum of your demographic’s “voice” and send emails calibrated that direction to the right recipients.
Precise, Descriptive Communication, and Effective Strategy in Personalization
It’s important that you use precision in communication. Describe, in the voice of the appropriate clientele, what you do so they can understand. Do so swiftly and briefly. Personalization should be striated by lead-grading. Leads and existing clients will be more or less likely to convert or even engage with you.
Personalization will be wasted on those less likely to engage with you. However, optimized, personalized strategy can be just the nudge prospects near conversion needs. CRM software providing consolidated client profiles, and assisting in organization of that data, can be very effective here.
Designing Email Outreach Likely to Positively Impact Clients
When an MSP business designs emails precisely and communicatively, uses personalization in the right way, understands client “voice,” and tests subject line effectiveness, there should be a marked increase in prospect conversion. Consultation and continuity will additionally be key in seeing the best results.