Do you keep in touch with your clients and prospects? If you don’t, you’re almost certainly missing out on sales.
What about the people you meet when you’re out networking? Do you follow-up with them and send them regular emails so that they get to know you and your business? Or not?
Building profitable business relationships via email is really simple to do, and yet so many businesses don’t do it.
It all starts with an engagement email. This isn’t a monthly newsletter. It’s a simple, regular email that’s more along the lines of a chatty email to a friend.
You might share details of work you’ve done with clients or tell stories about things that are going on in your industry or in your life in general. The main goal of the emails is never to sell. The goal is to build a relationship so that when a prospect or client is ready to buy, it’s you they think of.
It’s an enormously effective technique, and once you get into the swing of it, it takes up no more than an hour each week, but lots of business owners aren’t doing it.
Often people worry that they don’t know what to write about, or that their writing isn’t good enough, but these things can be addressed quite easily.
If you want to start sending a regular engagement email then I recommend sitting down with a colleague, team member or friend and brainstorming loads of ideas. If you’re really stuck then have a look at what others in your industry and in related fields are blogging about and use them as inspiration.
Once you have a list of things you can talk about, this will stop you from “having nothing to write about”. When you start writing, picture a real person in your head – perhaps an existing client or someone you’d like as a client. This will help you to write in the right tone of voice for your market.
Be yourself and write in a chatty tone of voice, as if you’re speaking to a friend – that’s how you build a relationship with the people on your list. Tell stories, share anecdotes, and give useful information that people can put to good use. If the reader can take something useful away from your emails it makes them more likely to read what you’re sending out.
And if you worry that your writing isn’t good enough, then write some trial versions and send them to someone you trust to get feedback. The best way to improve your writing is with practice. Of course if you don’t have the time or the inclination to write the engagement emails yourself then there’s no reason you can’t outsource them to a copywriter. A professional writer will easily be able to adopt the right tone of voice and cover topics related to your industry so that no-one knows you’re not writing the emails yourself.
What to include in your engagement email:
- An eye-catching “subject”
- A call to action
- A PS
It’s vital to get personality into the emails – people buy from people!
Make sure the subject line is eye-catching. It doesn’t need to be a summary of the email. The purpose of a “subject” is to get the email opened, so you’re aiming for something that sparks curiosity.
You’ll want to include a call to action in some of your engagement emails, whether that’s encouraging people to read something on your website, to get in touch with you if they need help, or to find out more about a particular product or service that you offer.
And make sure you include a PS. Even if someone has only skimmed your email, they’ll usually read the PS, so it’s a good place to put your call to action or to announce a new product.
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