We’ve all received these emails of ridiculously too-good-too-be-true, obviously false declarations from spammers around the globe. They fill our email inboxes and are quickly dismissed. They are filled with foolish calls to actions and requests to contact. Allow me to say that the emails firing from your CRM system are likely no different.
I’ve always been amazed that dealer principles will sit in an office for an hour with their ad agency executive discussing the week’s layout for the local newspaper – “Why don’t we put the 4.9% in the upper right hand corner and color it gold? You know… really make it pop!” – yet they have no idea what is being sent to the Internet shoppers that submitted leads into their store. Trust me that more of your down-funnel customers are seeing the emails from your CRM/ILM and DMS then are viewing your Saturday full-page age.
As I’ve been advising for years, we must pay attention to what we are emailing our customers. The power of email correspondence should not be discounted. Constant emails asking –
“Are you still in the market?”
“Have you bought yet?”
“Are you still in the market?”
“I haven’t heard from you.”
“Are you still in the market?”
“Call me at this number as I have great news”
– are tactics of the past and you need to begin looking deep into what answers and engagements in your email templates might actually drive action.
Sure, Nigerian Princes and wealthy bankers offering to throw gobs of money into your Fifth Third Bank account from their family’s estate is one way to do it, but the elements in your emails might not be better. Either the multiple fonts, center justification, endless links, and large colored words will get you sent to spam or simply the way you phrase your words will go disregarded as having no true value for the customer.
Be more intuitive with the emails you send and stop looking like an off-shore pyramid company trying to gain access into an old woman’s trust fund. You might just get their money the right way.
Is this what you sound like to your customers?
