Email marketing has the potential to be a highly effective medium. Despite that, it often gets a bad rap. Let’s face it, most marketing emails are very boring and ineffective. Put bluntly, people don’t want to open them and are annoyed when they receive them. That isn’t a great recipe for marketing success. The solution may be conversational emails.
What Makes an Email Conversational?
Most emails are conversational, just not the marketing ones. Think about the difference between an email you send to a colleague versus on your send to a prospect. Chances are the former is more casual, more helpful and more focused on interaction than selling something.
A lot of marketing emails, conversely, are pushy and overly focused on demanding action from the reader. One of the keys to conversational emails is to get rid of the traditional calls to action. Instead, the email conversation should be the desired action.
How Can You Make This Happen?
That may all sound good in theory, but you may be wondering how to actually implement a conversational email. Take a look at your current email format. Perhaps your call to action is looking at a product page or registering for a webinar. These are external and non-interactive actions that your prospect must perform.
Consider replacing these with a call for the recipient to respond to you. If, for example, you sell B2B software, you may ask the prospect about his or her team’s software needs. Rather than “check out our product here,” you can write “let me know what project management challenges your team faces.” Your goal is to start interaction between yourself and the prospect.
Additionally, you can make the rest of the email more casual. Rather than citing all your product’s great features and benefits, you may focus on problems that the prospect may be facing. Your email copy should illuminate to the recipient why he or she is interested in talking to you.
Does This Work?
People who have used conversational email marketing have doubled their response rates. More importantly, they get emails from real humans seeking to have a conversation. The reason for this is that conversational emails focus on the recipient, not the product or sender.
Learn more about this and how it could improve your marketing emails. This could be the secret to improving your sales numbers and growing your bottom line. That is a benefit every small business should be interested in.