You’ve created a survey that you’re going to issue to your customers and prospects. You’re eager to push the emails out to encourage participation.
You plan on using an email list that you’ve been collecting for a long time. Unfortunately, you haven’t consistently nurtured the relationship with many on that list. Many people haven’t heard from you in a long while. And many people on your email list have not provided their first names - so there is no way for you to personalize the email to them.
The dynamics of your list are a bit lackluster. But you decide to send it out anyway.
Does this sound like something you’ve experienced? If so, you probably walked away from the survey campaign with less than anticipated results and input.
Here are a few things to think about as you work towards reaching out to customers and prospects via email.
Create and leverage an opt-in mechanism that collects first names. Did you know that email personalization can improve relevancy and engender trust? Studies have show that the clickthrough rate on call to actions in emails have increased by approximately 14 percent when an email is personalized to the individual.
In fact, email personalization can improve the customer experience and business performance by as much as 66 percent. Sadly, research shows that 70 percent of brands fail to personalize their messages. This is a direct correlation to their email effectiveness.
Next time you go to send a survey promotion or email of any kind, you can stand out from the crowd by personalizing messages. Studies have shown that leads who are nurtured with personalized content produce a 20 percent increase in sales opportunities.
Your goal should be to create and leverage an opt-in mechanism that collects first names along with emails. And then leverage those first names by creating personalized emails.
Cultivate and nurture relationships with your email list. Nurturing relationships by sending relevant marketing emails will ensure customer retention. It will also help you build trust that eventually converts to new customers.
There are many ways to cultivate these relationships. I’ll share ideas for nurturing email relationships in an upcoming post. For now, think of the vast things you can do by sending out content that recipients will want to open and read. You can create and include downloadable content that is engaging and speaks to their needs. You may also want to showcase social proof by including customer testimonials that allows someone else to tell how awesome your company or products are.
There are many ways to cultivate and future relationships online. You simply have to strategically map out what will work for you and your audience.
Revive cold emails. There are many different approaches you can use to resuscitate a cold email list recipient. Before you dive in — keep in mind that re-engagment takes time and typically doesn’t happen over night.
You’ll want to evaluate the lists you’re reaching out to determine if you it is worth your time trying to revive them or not. You may decide to spend your time creating lead magnets that lead to adding new warm, emails to your list instead of reviving cold ones.
If you decide that a particular segment is worth your time reviving, you’ll want to map out your strategy for reconnecting. The types of reconnection emails may include:
Your time is valuable. Make sure you use it wisely as you determine whether or not to try and turn cold email lists into warm ones.