9 ways to generate the maximum return on your investment possible from email databases
The first two months are about trying to cover the cost of your investment.
The next 10 months are about building your customer database and orders as quickly and as profitably as possible.
What can you do to increase responses from your business database?
1. Assume no knowledge and don’t use jargon/specialist language
We don’t use jargon and technical terms specific to an industry when designing email adverts for our clients.
The reason for this is that audiences may not have your depth of knowledge in what it is you actually do.
If they don’t understand your advert, you’ve lost them and the opportunity to get an enquiry with that particular email.
Choose the right vocabulary just as you choose the right audience for each of your marketing campaigns. Use words that they would use regularly and will easily comprehend.
2. Write the advert with benefits, not features
Your target audiences do not want to know everything about you and your company.
If they do, they can find it on your website after they’ve been sufficiently interested enough to click on your email because it’s that interesting to them.
All any subscriber really wants and needs to know is what you leave them with when the job is completed.
Don’t waste your valuable connection time telling recipients things they really don’t need to know.
Instead, explain the benefits they gain from you – for example do you save them time, money and/or aggravation?
3. Using social proof in your email marketing
Social proof is a demonstration of value to your potential customer by showing the experiences and satisfaction levels of your existing customers.
Its importance is down to the fact that no-one likes to make a mistake when buying something.
For all companies, the likelihood of being able to make a success depends heavily on credibility.
Link to testimonials, case studies, and any white papers you’ve had written in your email marketing – they are extremely powerful tools when it comes to strengthening your credibility.
Testimonials strengthen your trustworthiness and your business’s trustworthiness.
4. Offer flexibility in payment methods
If you can offer accounts, this is a huge advantage.
Going further than standard accounts, many businesses are used to getting new goods and services on 30day approval. In other words, send them out what they want with an invoice to pay within 30 days.
One possibility is to allow them as well to return it with no penalty within the 30 days . This may really increase responsiveness although there is a higher risk of returns and we understand that many of our clients don’t want to take that risk.
If you can accept debit or credit cards, this is also very helpful.
In fact, credit and debit cards are paid 19 days faster than standard invoices.
We would strongly recommend that you approach your bank or a merchant services provider for the ability to accept debit and credit cards.
5. Don’t give the customer too much choice
Except for catalogue-style emails (on these, if there are 25 links or more, clickthrough rates can increase by 12%), make the focus of any marketing message narrow and focused.
A marketing message is a silent salesman.
A salesperson’s job is to influence a potential customer to buy a particular product or service at a particular price within a particular timeframe.
If a telemarketing person, no matter how experienced, was given 10 different things to introduce to consumers and then get the customer to choose from them, it would not work.
The same sales principles apply in an email newsletter as they do on the phone.
6. Demonstrate the value of what’s being offered
Always emphasise the value you deliver to clients in your email messages.
Unless a recipient feels that what you are offering has value, they won’t take action.
If you can and it makes commercial sense, load your email with offers.
The offers should be as risk-free for the customer as possible.
7. Give them a reason to need it now
36% of companies using email marketing use time-constrained offers – giving a discount to buy within a certain timescale.
Clients using this method say it gives the best and quickest return on investment they get from any form of advertising or marketing.
8. Let the customer know how to contact you and let them know how you’d prefer them to contact you
You can build relationships with people on the phone, so always try to work a phone call into your strategy as early as possible.
Make your telephone numbers really large, your email address large and your website small.
9. Market to customers for the full 12 months your data is licensed to you
45% of companies using email marketing say they get their best return on investment and strengthen bonds with customers by regular, once-a-month marketing.
As time goes on, your recognition, value and credibility to the people on the email databases we sold you goes up and up.
At the same time, so do the inbound enquiries, the sales and the buzz about your business.