In the previous two blog posts, we covered the importance of the customer avatar (and how to create one) and creating a value proposition design that is based on the jobs customers want to get done, along with their pain points and gain points. In this blog post, we want to focus on the third side of the ‘triangle’: reaching out to customers in an email.
How many emails do you get daily? A few dozen? Maybe more like a few hundred, right? Well, imagine that the email you just sent to your dream customer is email number 96 in the inbox of your potential client that day and s/he has absolutely no clue why she is receiving it. This is where it becomes important for you – the sender – to be aware about getting attention and action from that potential customer that will get the ball running, and your business relationship off the ground. So, what do you need to pay attention to?
1) Subject (line) + personalization: create a subject line that is already enticing and describes in a few words the benefits of opening that email. People get so many rubbish subject emails that they have no intention, nor reason to open them, that you simply cannot allow yourself the luxury of sending another one of these to your potential clients. What will I find in your email that makes it worth for me to open? How will I benefit? Regarding personalization, with today’s automation technology and email database availability, it’s a matter of software tool selection to be able to include the potential customer’s first name in your email – so no big deal on your side, however a big deal on the customer’s side. Trust me, people love to hear their own names, so offer this pleasure free of charge!
2) Connect with the subject: you surely know what referrals mean, right? Well so do your potential customers. Make sure to include a short sentence on how you found them. Did they come searching for something on your website (Leadberry’s B2B sales automation tool allows you to identify companies who have visited your site, so that is one easy way to do it.) Did someone recommend this person to you? Mention this to your customer, as we all connect much easier though positive feelings and emotions (which sound credible and authentic), especially when the connecting link is something positive to think about.
3) “What’s in it for me?” If you did your homework during the Value Proposition Design phase, you know exactly what’s in it for the customer, and what would they like to get sorted, out of the way, to get on with their lives in a meaningful way. Tell them how your product or service is going to help them! They don’t care about you, they care about themselves and the benefits your product or service offers them. Keep this in mind.
4) Call to Action and minimal commitment required: this point is about getting them to do something you want, in order to approach a business transaction between you two. ‘Do you want to double your leads? Click here, and we will send you a free How to Guide!’ is a simple example on getting them to do something that is beneficial for them and requires minimal commitment. You want to get their curiosity at this point, and refrain from selling anything. Focus on earning their trust and building your credibility. This will pay off in the long run, for sure.