EMAIL IS NO ONE TRICK PONY

email is no `one-trick pony`

EMAIL IS NO ONE TRICK PONY!

For those who think email marketing is a `one-trick pony` - you're about to get schooled.

Cold email brings a consistent flow of low-cost, highly-targeted leads.

It’s an oldie but a goldie and as a customer acquisition platform, it’s underrated.

The types of cold emails you can send are in abundance nowadays. They can be optimised depending on your audience and the type of response you want.

Email specialists can pinpoint and handpick your ideal customer down to the job role, or the town they live in.

With email, you’re not casting the net far and wide, hoping for a catch. That’s not how we cold email anymore.

This is not to say that getting the messaging, tone, design, and delivery is easy. If it were as simple as painting by numbers, we would have an infinite client base and a bottomless budget.

There will always be variables to consider – nuances and personalisation are needed. That said, there are a few things you can do to your email campaigns to make them much more effective – that’s until you outsource your emails to us, of course (wink, wink).

✔️ LAUNCHING A PRODUCT OR SERVICE? THERE'S AN EMAIL FOR THAT.

✔️ NEED NEW BUSINESS LEADS? THERE'S AN EMAIL FOR THAT.

✔️ HOSTING AN INDUSTRY EVENT? WELL, YOU GET IT.

Cold emails that work...

HERE’S A BRIEF checklist for each email campaign type

COLD OUTREACH campaign (LEAD GENERATION - NEW CLIENT ACQUISITION)

A clear understanding of your target audience and their needs
A list of up-to-date email addresses for your target audience
A compelling subject line
A personalised and professional greeting
A highlight of the benefits of your product or service
Testing and optimisation – one blanket email, won’t be enough!
The right software to track your emails, so you can use data to improve your future campaigns.

client engagement campaign (existing clients/existing data)

A list of people who have expressed interest in your brand or are likely to be interested in your product or services
A compelling subject line
Email content which adds value to the recipients of your list and builds a positive association
A call to action – this could be a click through to your website or your social media platforms
A great email design – this includes great photography / images and a well thought out layout
Testing and optimisation – one blanket email, won’t be enough!
The right software to track your emails, so you can use data to improve your future campaigns.

"IF YOU ARE STILL IN ANY DOUBT AS TO THE EFFECTIVENESS OF EMAIL - DON’T BE.

EMAIL USAGE IS EXPECTED TO GROW AT AN AVERAGE RATE OF 2% TO 3% ANNUALLY.

ecommerce campaign (website links)

A clear subject line – state the purpose of the email whilst grabbing attention
Personalisation – increase engagement by using accurate information: title / name / company
An offer – outline the benefits of the product or service and create urgency around the offer
A call to action – encourage a purchase and link to your website
Product images or videos – showcase great visuals of your product or service
Great UX design – ensure your email is easy to navigate and consider the customer journey.
Remember to include links to your product page / shopping cart
Social proof – reviews and testimonials will help to build trust
Mobile optimisation – ensure that your email looks good on mobile and tablets
Testing and optimisation
The right software to track your emails, so you can use data to improve your future campaigns.

NEW PRODUCT/SERVICE CAMPAIGN

A clear subject line that grabs attention
An introduction that gives a description of the new product and why it is important
Great images or videos of your product – prioritise showcasing the features and benefits
Detailed information – how can it solve a problem or meet needs?
A call to action – motivate your recipients to make a purchase or learn more
Contact information for customer support

promo/sales campaign

A clear subject line that grabs attention
An introduction that draws in your reader
An offer – highlight the benefits of the product or service and create urgency around the offer
Visuals – relevant and eye-catching visuals that help illustrate the offer and its benefits
Call to action – include “Buy now” or “Get your discount”
Social proof – testimonials or other social proof that help build trust and credibility
Mobile optimisation – ensure that the email looks good on mobile and tablets
Personalisation – increase engagement by using accurate information: title / name / company
Great timing – when are your recipients most likely to be checking their inbox, have the time to read and take action?

event bookings campaign

A clear subject line that grabs attention
An introduction – to yourself and your event
More detail on your event – this needs to include date / time / location and how to book
An overview of why the event is important to your recipient and what they can expect
Contact information – make getting in contact with you as easy as possible for those who have questions
RSVP options – you can include a range of email, phone, social DMs, text, off-platform RSVP options
A round up – Include a thank you, any extra details and ‘look forward to seeing / meeting you there.’

newsletter campaign

A subject line that grabs attention
A header image or graphic which includes your logo and most importantly reflects the identity of your brand
A brief intro or greeting – personalise where you can
Relevant content – this could include news, promotions or anything that will add value to your target audience
A call to action – this could be anything from visiting a website to making a purchase
Great design, including images and graphics – remember to break up the text with headings/banners / images
An email frequency plan – consistency without overwhelm is the right balance
A way for readers to unsubscribe or manage their subscription preferences (This needs to be in compliance with privacy and email marketing laws)
Testing and optimisation
The right software to track your emails, so you can use data to improve your future campaigns.

BRING IN THE EMAIL SPECIALISTS

At IOL Marketing, we research companies to build a targeted database and then tailor your emails to that audience – all based on the responses you want.

We can advise you on why Mailchimp isn’t going to give you the returns you want, why your blanket emails are not reaping the rewards you deserve, and why emailing once a week and then not following up is a losing game.