Why do my clients cringe every time I ask them about building email templates? It’s a very touchy topic for many reasons. Here are a few:
1. They let their templates get old and useless: Email templates are constantly evolving documents. Chances are that new product changes and audience habits mean that the email you sent just 4 months ago no longer applies.
2. They don’t use multiple templates for multiple attempts: We are finding that leads are converting after 6-8 attempts. So it just makes sense that email templates should match this cycle. That means using a different email for each attempt.
3. They don’t combine voice mail with email: Remember the “Dynamic Duo“! Always support and complement your email message with a voice mail message.
4. They get confused by marketing campaigns: Don’t let the Marketing Department’s nurture train discourage or confuse you when you’re creating email templates. They have a mind and life of their own.
5. They don’t use good subject lines: Great subject lines are the most important part of building any email template. If your message doesn’t have an interesting subject heading, it won’t get opened.
Here are some quick, easy, effective tips on building your email template library:
- 1st attempt email: General introductory information
- 2nd attempt email: More specific information customized to the prospect
- 3rd attempt email: Short and customized
- 4th attempt email: Shorter and more customized
- last and final atempt email: “Going . . . going . . . gone!”
- Webinar invitation: Benefits for attending
- Webinar, white paper follow-up: Thank them and include benefits
- Trial eval follow-up: Benefits
- News and announcement: Make it exciting
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