Did you know that email marketing is the most lucrative of all digital marketing channels?
It brings an estimated ROI of $42 for every $1 spent. This 4,200% ROI is massive compared to the social media ROI.
Still, Email marketing is the most underutilized digital marketing platform.
Underutilized in the sense that email marketing is totally neglected or not used appropriately.
So, what are the problems with the billions of emails sent every day?
- They are BUSINESS emails
- They don’t email frequently
- They don’t provide any value
- They talk like they don’t care
- They don’t engage
1. They are BUSINESS emails
The first problem with business emails is that they read like `business’ emails – the tone is serious, the jargon is not easy to understand and they sound like they’re written without keeping a human being in mind.
They flash products and services without considering if their prospects are interested in them or need them.
Because business emails are written using some template format based on English Business Writing, the content is dry and directionless.
From the subject line to the flashy images in the email content, the message shouts: BUY ME.
Nobody wants to read such emails. They are directly thrown into the Trash box.
And you missed a great opportunity where you could’ve educated
the prospects or even made sales.
Remember this: When your prospects trash your email, it is not a one-time missed opportunity. It’s going to have its repercussions in the long run. Because with the first few emails, you have created a habit in them — to delete your emails as soon as they see them.
So, what’s the fix?
You’ll have to turn them into personal emails, addressed to a single person. Even when you’re sending an email to a list of a thousand people, you can still make them personal. A professional email copywriter can help you do that.
Now, the second problem:
2. They don’t email frequently
It’s a proven strategy to send emails frequently, because the more you email, the more sales you make. Simple.
But businesses send emails occasionally — only when there’s a product launch, when they have offers, or during festive seasons to send wishes to their prospects.
It’s good to have promotional emails occasionally, because it’s proven that people like to receive occasional promotional emails from their favourite brands. But, the problem is these emails are more random and business-like, not a coherent communication with the prospects.
Email is a very powerful tool. If businesses can send emails on a regular basis, it will open a gold mine of business opportunities. And there are many types of emails one can send to prospects other than just promotional ones.
3. They don’t provide any value
As we discussed in the previous point, most of the emails businesses send to their customers or prospects are of two kinds: 1. Transactional 2. Promotional
Transactional emails are sent when a transaction is made or when a query is answered. And promotional emails are sent to announce product or service launches.
Both are good. But, think from the customers’ side. How do they treat these emails? They look at them as a confirmation of a transaction and throw them into the trash can. They don’t really read them.
So, how do you make your prospects read your emails fully so that they understand your business well?
As you know, email is more of a personal level communication compared to social media channels. When you send an email, it’s sent to a single person. And emails are taken more seriously than any other offline or online promotions you do. So, building a conversation with prospects over email is highly impactful.
For that reason, you’ll need to go beyond transactional emails and move towards providing value to your prospects. There are many ways you can provide value through your emails. For that, you’ll have to build a long-term strategy.
And if you can combine content marketing with your email marketing strategy, you can grow a strong digital presence. (The same content can be used across multiple social media channels as well.)
4. They talk like they don’t care
Business emails start with what it sounds like “to whomever it may concern”.
I don’t care who you are, here’s my product, go click the buy button.
The problem with this kind of approach is that you get the same ‘I don’t care’ response. The mail goes directly into the trash can.
Nobody wants to be sold. Nobody wants to be spammed. If you want your prospect to at least show interest in your email, you’ll need to write it in such a way that it creates interest.
Moreover, you don’t know what’s happening in your prospect’s life when s/he receives your email, what emotions s/he’s undergoing or if s/he’s ready to read your email.
So flashing your products without considering all these aspects leads you to only one place — the trash box.
5. They don’t engage
Now that you’ve read about the 4 major problems with business emails that they — read like jargon-filled business content, are not frequently emailed, do not provide any value to prospects and lack humility.
Now the 5th problem with business emails is that they don’t try to engage in a conversation with prospects. They don’t invite questions or feedback from prospects. The emails are not written in such a way that they try to make their prospects respond.
If you have read closely, the solutions exist in the problems themselves. To be precise, here are the simple one-line solutions:
- Send personalized emails
- Email frequently
- Provide value through your emails
- Show that you care
- Engage with prospects and listen to their feedback.
But these are not quick fixes. These solutions are to be implemented over a period of time after a thorough research into your market, products/services and customers.
As a business owner, you’ll need a long-term email marketing strategy to reap the benefits of this high-returns medium.
To do that, you’ll have to give serious thought about hiring professional copywriters. (A lot of business owners don’t even know that they need professional business writers to be successful. And very few entrepreneurs hire writers from the beginning.)
From product descriptions to sales letters, it’s the professional writers who help build big brands and make big sales. From documenting business plans and researching the market to writing sales letters (or emails), copywriters have a huge role to play when it comes to the success of any business.
So, when your email marketing sucks, it clearly shows that you don’t have professional writers by your side.