Intro
Email is one of the most prolific forms of communication in today’s day and age. It also happens to be one of the most effective marketing tools for businesses. Sales & marketing executives are always looking for ways to improve email open and response rates, testing and experimenting with every technique to increase ROI for their clients, and so are we here at ONYX.
Thankfully we’ve been able to nail down a few fool-proof ways to improve your response rates. And yes- you might be thinking that cold and warm emails are redundant, but we can promise that they are still effective when generating quality leads. Here are our favourite ways to increase our response rates:
Outreach Tips
- Find the Appropriate Time
When optimizing email marketing and autoresponder sequences, you must determine when is the best time to send an email. The suggested best time to email does not apply to every business because it is based on their specific industry. However, it is almost effortless to use analytics to really optimize timing with the use of technology. If you don’t want to invest your time, hiring an outsourced agency like ONYX might be a better investment since we do the work for you.
- Be Concise
It’s easy to get caught up in creating engaging copy, but recipients expect the information to be delivered fast and succinctly when it comes to email. Studies show that individuals are fundamentally lazy and are inclined to choose the activity that involves the least amount of energy- so keep it brief, straightforward, and to the point. Think about your own inbox and the number of emails you receive. Would you go through each of them daily? If the answer is no, neither does the recipient. Therefore, keeping it light and concise will help prevent being sent to junk email. Start by saying what you need to say, then build up your argument.
- Set Specific CTA’s (Call to Actions)
Nothing is more frustrating than being asked to do something and having no idea what it is. Make sure you state clearly in your email what action you want your reader to take. If you’re looking for inspiration, the call to action can be direct, such as a link or button that takes people to a booking calendar, or indirect, such as a post or social sharing that allows users to engage with an article. You could test the placement and type of CTA to determine which one performs better in both circumstances.
- Personalize
We all get generic emails, and we are all guilty of ignoring them. Still, when you have a proper database with prospect info, personalization can help you achieve a higher success rate. Know your audience and capture their attention by doing some basic research. At the absolute least, include the recipient’s first name, as a personal touch can go a long way. This can now easily be done using email marketing software, so you have no excuse to send a super generic email again.
- Don’t be Misleading
Using clickbait subject lines that have nothing to do with the remainder of your email is never a good option. The subtle difference between the subject line and the email text is what keeps your receivers from replying or flagging you. They’ll be able to see right through this and label you as a spammer in no time. We understand that cutting through the noise of all the email messages your prospects receive is nearly impossible, but being misleading isn’t the approach to attract their attention. Instead, it is best if you are sincere and upfront about why you’re contacting them.
- Follow-up!
We know that everyone talks about how important it is to follow up, but this strategy is critical and deserves to be mentioned repeatedly. You already know your prospect is busy, distracted, and suffering from various other problems surrounding professionals with demanding schedules in a corporate world, and you likely won’t hear back unless you follow up.
The 1,2,3 Strategy
Something that really works well to boost response rates is the 1,2,3 strategy. Instead of delivering your standard sales pitch, ask your prospect to name their most significant hurdle right now. Then, after they’ve done that, you can respond with three recommendations tailored to their individual needs. The 1, 2, 3 strategy is a great technique to re-engage your leads and get them to respond. You’ll be pleasantly pleased with how wonderfully it performs. But make sure it’s relevant, light-hearted and to the point.
Conclusion
These techniques might seem time-consuming but are very effective when aiming for higher response rates. You can start using them now or let ONYX take care of finding the right prospects and curating interest in your offerings, leading to more meetings booked and deals closed.