14 Sep 2016
It is important to keep in regular contact with your clients and prospects – doing so will help to showcase your areas of expertise and demonstrate that you are available and accessible, should they require your assistance.
Creating company newsletters and email campaigns is an easy and effective way of doing this. This blog piece outlines a number of points and ideas to assist you in keeping your clients up to date with the latest news, services and events.
Communicating information, such as the latest news for business, or developments that affect your clients, not only provides invaluable updates, but also adds value to your services. Branded newsletters containing relevant and topical news stories will remind your clients that you’re a knowledgeable and trustworthy firm. Newsletters are not only a great source of information, they also give clients the opportunity to respond with any queries they may have.
Promote your services
Have you considered adding a newsletter sign-up form to your website? It may help to increase your number of subscribers and will also capture data that you can use across other campaigns. Adding a sign-up form to your website is straightforward and instructions are usually provided by your email marketing provider.
Getting the email right
Be mindful of the subject line you choose for your campaign. A subject line can determine whether or not your recipient opens the email, so it is essential that the wording is concise and that it engages with your audience. Marketers recommend that email subject lines contain no more than fifty characters. Personalising subject lines by inserting your client’s first or last name, or even geographical location, may also improve your email open rates.
If your email has been designed in order for the reader to take specific action, it is imperative to make use of calls to action, which might take the form of text, an image or a button. A ‘call to action’ should send a clear instruction, for example: ‘read now’, ‘buy now’ or ‘contact us’.
It is also important to add a signature to your business emails. This may seem obvious, but it is something that is often overlooked. One option might be to include your name and a photograph: this will give your firm’s emails a personal touch that clients may appreciate. By including these, your contacts will be able to put a face to a name, and may feel more confident in allowing you to deal with their finances.
Within the footer of your email, ensure that your contact information is visible and easily clickable on both desktop and mobile devices. Including social media icons that link to your social media pages may also encourage your contacts to follow and like your company pages, potentially increasing your online presence.
How do you know it works?
It is essential that you analyse your campaigns to gain further information about your clients and how you can best meet their requirements. Having access to analytics tools will allow you to view the open rates for your emails. Moreover, you can see which call(s) to action your subscribers have responded to. This can help you to define which services and topics your clients are interested in, allowing you to segment and target your audience further.
Remember that sending too many emails can be overwhelming and may even lead to your contacts unsubscribing from your emails. Keep the number of emails you send to a minimum and the content within them relevant and engaging.
Email marketing can be a powerful tool in promoting your firm, but it’s essential to make sure that it is used effectively. It should be used as part of your overall marketing plan, ensuring that there is a purpose to everything that you communicate to your clients.
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