Can you remember the last email that stood out to you? Given that we receive so many emails that are solicitous, transactional and dry, it’s hard to recall. As any professional, this is the last way you want your messaging to come across. Luckily, there are ways to rise above the rest. Taking a few minutes to spice up your emails has proven to make a big difference. The numbers don’t lie- personalised emails deliver 50% higher open rates and 22% higher reply rates. Here are some themes to keep in mind that will make people remember, reopen and refer on your emails
Be Straight
Cut to the chase. Our attention spans are short, so you have a limited amount of words and time to catch and keep someone’s attention. A simple message, without too many ideas and directions, is the easiest to remember.
Make them Unexpected
People expect lame emails and pitches. What they don’t expect is a sharp subject line, a funny GIF or a dynamic video- and those are what stick out. Be counter-intuitive and send something unexpected.
Stay Authentic
Forget the technical jargon, product features and bulleted statistics. Images and videos bring an email to life and encourage engagement. Visual content is substantial, and can translate an idea or experience instantly into a memorable and meaningful concept.
Establish Trust
With consistency comes credibility. Sending current and relevant content on a regular basis builds up your integrity with customers, and will make them more likely to pay attention to and engage with your content.
Evoke emotions
A successful company doesn’t just sell a product, they sell an experience. In the B2B space, it’s buying into relationships as well, which are formed through discovering mutual commonalities and connections and take time to nurture. It’s not enough to communicate and engage through text. Step up your messaging with engaging content in a dynamic format that will truly resonate.
Tell a Story
Relating to my previous point, emotional appeals increase engagement and build rapport. Creating a narrative around your brand captures these emotions and experiences, and takes your viewer on a journey. Make your story about the customer and tailor the information to the individual. This will encourage not only reaction, but action as well.
There are many mediums out there that can capture these ideas, but only one is capable of embodying all five- and it’s video. Video puts a live face to the name, connects sounds and visuals to the story and triggers emotional reactions through the senses. A dynamic video will inform and engage your audience, keeping relationships strong through the entire customer lifecycle. It doesn’t require a lot of time or resources either. There are a number of video platforms that you could choose as your host, but only OneMob gives you the tracking, analytics and freedom of mobility. For tips on how to improve your emails and examples of video use cases, check out our support page.
