Most professional services firms have an email list--and they don’t do much with it. A lot of times these firms send out general interest newsletters or keep in sporadic touch with industry touch points and companies on the list. There’s a lot more gold to be mined in those email addresses that your firm has been accumulating. Email marketing is a powerful tool to gather information and help deepen relationships.
Here are some handy tips to increase the effectiveness of your email messages and get the most from your list:
- Take a poll: You need to know, so just ask! Mine your email list for client demographics and feedback to help shape new campaigns and services. Your prospective clients will appreciate your consideration of their opinion and, often times, you will uncover fresh ideas for new campaigns. Also, learn what services your clients most want from your industry, if they know others who might benefit from your services--and more.
- Segment your email list for targeting and personalization: Your clients are not the same. If you speak directly to your client through your email message—and provide information useful to them specifically, you’ve got a win. Personalizing emails requires going beyond the first sentence and including the recipient's first name. It requires an in-depth understanding of the client persona and developing a message that caters to their immediate concerns. Also, your prospective clients are at difference stages in the business development lifecycle. At each stage, evaluate your message effectiveness by tracking who usually opens your emails, who spends the most on your services and who used which service most recently.
- Make yourself helpful: As with any content you create, emails make you look good when you provide value--without asking for anything in return. Your email can help build your reputation as a reliable expert resource for prospects and current (or lapsed) clients. Your emails should be welcome in the client's inbox and allow you to achieve better results.
- Evaluate your updates: When you send a spontaneous update, announcement or broadcast with news about your firm, like a promotion or a new service offering, test its impact on your audience so you can fine tune future campaigns. Try different subject line wordings and calls to action. Track which times of day and days of the week are most successful.
- Use your split testing ability on email list signup forms. It is important to know whether your email marketing campaigns are successful while they are in action. Conduct split email tests that allow you to send and compare the performance of different subject lines and “From” sender names to sample audiences. Also…Where should you locate opt-in fields? What color should they be? Should you use a light box overlay style? Or is that just annoying? Most popular email marketing programs offer testing functions.
- Delete: Nix those who never open your email, unless you can/should win them back.
If you like this post but have not taken the time to properly develop your client profiles for each market sector, check out the post Market Segmentation: An Inbound Marketer’s “Social” Bread and Butter.
If you want to discuss your next email marketing campaign, arrange an appointment for a free consultation with Colosi Marketing today!
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