Whether done in person or through digital means, there is no denying that conversations help us grow personally and professionally. The same goes for marketing. Whether inbound or outbound, conversations are what keeps businesses alive. Proper communication between clients and companies is vital to strengthening a healthy customer–business dynamic.
If executed properly, email marketing is a convenient yet surefire way to reach your audience. However, there are a few things that you need to implement to keep a conversation going.
What Is Conversational Email?
Conversational email is when brands send emails to existing leads and current consumers to start a conversation on a specific topic. It is one of the fastest ways to reach your target market without being too pushy and encourages people to reply to the email by adding CTAs such as “reply to us if you need anything” or “we can’t wait to hear back from you”.
This particular strategy is a part of conversational marketing. The latter is defined as the way businesses connect with their audience, either through their website, social media channels, SMS marketing, or any type of marketing strategy that involves reaching out to a target market. It provides real-time and one-on-one conversations between the brand and its clients.
What Are the Benefits of Conversational Emails?
One of the many advantages of conversational email is having the chance to create personalized experiences for your customers. The more the receiver feels like the email has only been sent to them, the more likely they are to reply.
Here are a few other advantages of conversational emails:
Email Is Convenient
As we have mentioned, email marketing is one of the most convenient ways to communicate with your customers. No matter where your client is located, you can simply contact them via email. Also, unlike with phone calls and SMS, you can send attachments and include important links in the body.
Personalized Experiences Leads to Customer Satisfaction
The more personalized the email is, the higher the chances of your consumers replying to the email. Send your leads personalized emails that you know they would appreciate by addressing them by their name, sending special promos and discounts based on their past buying behavior. You can also send content based on blogs that they tend to click on.
A Better Understanding of Your Clients
Using testing and proper target market research can help with understanding your clients better. The more you know about your prospects, the better you can personalize your email conversations with them.
Here are a few ways to get a better understanding of your customers’ needs:
- Send out surveys. Provide surveys to your consumers by sending them to their email addresses. You can also add it as a prompt on your website. Ask questions that would add value to the business and to your customers’ buying experience.
- Take a peek at the comments. Comments and testimonials, whether from blog posts, Google reviews, or through social media can help you understand what your buyers really want. Make it a habit to read through all of the comments a few times a week and respond to them.
- Put yourself in their shoes. Creating personas based on the data that you collect can be a good indicator of what your clients are looking for. Study your customers’ buying behavior as well as the demographics for each customer segment.
- Meet with your sales team. Your salespeople are the ones who talk to your clients the most, so brainstorm with them at least once a month. Ask them the most common pain points your clients are experiencing. Work on these issues and see if the response gets better.
Getting to know your buyers better will help you decide what content to put out in your email newsletters and that can help start continuous conversations.
The Chance to Create Positive Experiences
A good buying experience leaves a lasting impression on customers. Marketers might think that the only way to give their consumers a positive buying experience is through social media and their website. However, continuous email conversations can also be implemented to create a stronger bond with them.
Here are a couple of ways you can use conversational email to leverage your email campaigns:
Start With the Subject Heading
Customers won’t open an email if the subject line is not interesting enough. Therefore you need to encourage them to stop and read the email content before you can start a conversation with them.
Here are some tips for writing an inviting subject heading that encourages people to engage:
- Keep it concise and straight to the point.
- Pique the reader’s interest by asking a question, and then answer it in the body of the email.
- Use numbers in your subject line.
- Be creative and think outside the box.
- Immediately address them by their name.
Set a Warm and Inviting Tone
A lot of companies think sounding like a robot means they sound professional. That’s not true. You can still come off as a professional without seeming too serious or robotic.
Humanize your emails by using a direct, warm, and inviting tone. Customers aren’t inclined to reply to emails that sound flat or feel as if they are talking to a brick wall. Use words that you would normally use in conversations, and see to it that the email flows naturally. Avoid using jargon and use words that your customers can easily understand.
Provide a Brief Q&A Portion
Present a question and follow it up with a direct answer. To make it even more conversational, add a call-to-action at the end of the email.
Here are some CTAs that you can use to encourage people to reply to the email:
- “Email us back to know more.”
- “Got any more questions? We’d be more than happy to hear back from you!”
- “For more questions and answers, please reply to this email directly.”
- “We love hearing back from our customers. Hit the reply button if you have any questions.”
Offering solutions to your consumers’ pain points can help start a conversation and build a relationship with the brand.
Personalize Your Email Campaigns
As mentioned earlier, keeping your emails personalized can increase the chances of your readers replying to the email.
Here are a few more tips to make your email content personalized:
- Segment your email lists to make the content relevant to the receivers.
- Address them by their first or last name.
- Use behavior triggers based on their past actions.
- Send personalized birthday email greetings.
- Send tutorial videos and instructions based on what they have recently bought from you.
- Suggest relevant items and send them content they’d love.
Include Your Business’ Contact Details
Give your audience the opportunity to reach out to you in different ways. You can do this by adding your social media links to the email, your business’ direct phone number, and even a map of your physical location (if you have one). The more options you offer, the better the chances you have of them engaging with the brand.
Give Your Audience Something in Return
Reward your clients by giving them something in exchange for their loyalty to the brand. If they are new subscribers, then make sure to send them a welcome email that contains what’s in store for them. Offer a coupon or discount codes that they can use on their next purchase. If you want to go the extra mile, you can always consider sending them actual gifts.
Additionally, you can keep the conversation going by letting your customers know about upcoming contests and promotions. You. Take the opportunity to inform them of special tips and tricks on how to improve their chances of winning. Not only will it seem that the email sent to them is personalized, but they will also feel that you care enough to let them in on some “secrets”.
Try Different Approaches
There is nothing wrong with trying out different approaches to email marketing. There is no rule book or strict guideline that you should follow when sending out emails to your customers. Try different methods and see which ones your clients respond best to Track the metrics and see which strategies make your customers reply to your emails.
The best part about email marketing is that it is cost-effective. You do not have to worry about spending too much to build a relationship with your patrons. Stick to the methods that work and keep tracking those KPIs.
Keep the Email Short
Make your emails easy to read by keeping the content short and straight to the point. Long and boring emails are likely to be ignored by your receivers.
Also, your content should be easy to skim, use short sentences and paragraphs. Keep the topics segmented and use bullet points or numbers if needed. Try reading your email aloud and see if it seems too lengthy. Leave some breathing room so your readers don’t feel overwhelmed.
Don’t Send Too Many Emails
Avoid bombarding your leads with nonsensical emails as this can make them unsubscribe to your email list. Once they choose to opt out, they are gone forever.
Only send them emails if you deem it necessary. Make sure that you have something valuable or important to say.
Reaching out to your audience and encouraging them to engage can be a difficult task. However, as long as you are equipped with the right strategies, then you can expect your customers to reply to your email. Do ample research, show that you truly care and that you want what’s best for your clients, and the rest will follow.
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