How to send commercial offers? Secrets of successful sales emails.
- read at least by someone with the probability of 30%
- submitted to a person who could be concerned - 10%
- read by the interested party - 3%
- will lead to a return call - 0.1%.
Of course, the figures are approximate and depend on the specific industry, company, on how well an offer is composed etc., but the overall picture is as follows. This situation involves two basic approaches to the delivery of commercial offers.
First approach is pure spam - automatic distribution of untargeted proposals. Such proposals are sent to tens of thousands. And 0.1% or even 0.01% can provide an effect. The exact opposite of Spam is a bid that is written on the basis of a preliminary study of a client. Naturally, the effort required in these two cases are completely different. Everybody got tired of spam, so the stronger the quotation differs from other faceless emails - the more likely you will get the desired response. It turns out that sending a model proposal, we are no different from spam. Mass mailing gets a number and takes minimal efforts. Manual sending of individual proposals has a completely different statistics.
The following techniques can help to maximize the effect of your offer distribution and distinguish your message from spam:
1. Direct delivery. By any means it is necessary to know the name of a recipient, and even better to talk to someone who is really interested in this proposal, or name of any person affected by it. We at #1 Marketing are trying to exclude general emails from our contacts lists.
2. The actual communication with the person in order to increases the chance of reading an offer. Your nterlocutor appears to have at least some responsibility.
3. Conduct orientation in your clients' needs. Of course, you can have templates, but any product or service has dozens of options and all is quite difficult to tell in a sentence, so you need to focus only on the most important features.
4. The length of a sentence. The smaller the offer, the more likely it would be read. The size should always be a priority. Even after writing very short sentences it can still be reduced at least 2 times.
5. Clarity and understandability. The main idea of your offer should be understood from the first lines. An exception could be only that the proposal itself is built on the affair, intrigue which maintains an interest in reading.
6. Pictures! Most of us are visuals and like images. Well-chosen picture can say more than huge paragraphs of text. It helps to remember the information. The pictures should reflect an idea rather than serve as a distracting background.
7. Sending to personal e-mail. If you get connected to a specific person, it is important to get her or his personal e-mail.
Summarizing all of above we can say that the more information about the company and the persons you can get, the more effective proposal you will be able to prepare. You can get close to spam and you can get away from it. The choice will depend on the effective ratio of time and profitability. You can try several options and decide which is the most effective for a particular person, a particular product, a particular industry.
If you need to plan an effective email campaign - contact #1 Marketing for free consultation.