Email marketing is very important when running your business online, no doubt. However, staying in contact with your customers can be difficult when you have a lot on your plate. Follow-up emails are a great way for you to reach out to your potential customers and ensure you get a response which will increase your chances of them becoming a lead.
A common issue with follow-up emails is never getting a reply back from your potential customers. While this can be frustrating, there are ways to turn things around and start getting more out of your follow-up emails.
Here are some of the most common mistakes made in follow-up emails and how you can start using them to your advantage.
1. You don’t personalize your emails
The very first mistake you might be making is underutilizing email personalization. Imagine receiving an email from a company that starts with a generic greeting; now imagine receiving an email from another company that starts by mentioning you by name. Most people would open the email addressing them by name since it is much more personal and targeted specifically towards them.
Along with using your customers’ names you can also use the information they have shared with you on your website in order to better personalize their emails. For example, you can mention products they have added to their wish list or cart but haven’t purchased, and give them a discount code for those specific products.
This will show them that you took the time to learn about their interests, and even if your messages are automated, you will make a positive impression without much effort.
2. Your emails are too long
Another common struggle with follow-up emails is length. Companies are eager to convince potential customers to make a purchase or welcome them to their website but often end up adding too much information into a single follow-up email.
This can actually make the potential customer avoid your emails if they will think they take too much time to read. Additionally, if they do read the email, they will be more likely to miss critical points. To make this work in your favor, don’t include too much unnecessary or repetitive information in your emails. The shorter your emails, the more likely that customers will read them and comprehend the key points.
3. Your emails contain too many mistakes
Any and every email you send to a potential customer should always be of the best quality possible. Some companies might make a few grammar or spelling mistakes here and there, but while these might not seem like a big issue, they can seriously degrade the quality of your email.
Such mistakes don’t go unnoticed by your audience and can degrade your brand reputation as a result. Something as simple as a spelling error can make your company look less professional to customers, and this makes them think you are not putting in enough time to create the best quality content possible.
A great way to avoid this is to invest in an online editing tool, like Grammarly, or a resource like Top Writers Review that allows you to work with a professional writer and learn exactly how to edit your content easily and efficiently.
Image by Tumisu from Pixabay
4. You don’t provide them with great offers
One of the reasons follow-up emails are highly effective is because they motivate your potential customers to make a purchase on your website. To increase the chances that your follow-up email is the ticket to a purchase, add a great, personalized offer in your follow-up emails.
For example, when someone signs up for your email list, you can send them a sign-up confirmation email with a special discount code as a reward. This action motivates them to think about making a purchase quickly so they don’t lose this great offer.
5. You don’t include calls-to-action
Last, but not least on the list of common follow-up email mistakes is the lack of call-to-action words and phrases. These buttons and phrases essentially create a sense of urgency which makes the potential customer consider making a purchase without overthinking it. Some examples of call-to-action phrases are the following:
• Don’t miss this great offer
• Click here to claim your discount
• The offer is only available for x hours!
Phrases like these encourage the customer to take advantage of your great offer and finally purchase a product they have let sit on their wish list. Don’t forget to include direct links to your website or app throughout the email so that they can easily access the offer.
Using follow-up emails to your advantage
Follow-up emails are a tried-and-true way to motivate your customer to make a purchase on your website. As Siva Devaki, Co-CEO at MassMailer, explains: “Through these emails, you get the chance to show your customers you care for each and every one of them individually and offer the discounts which will benefit both their wallets and your company’s sales.”
Which of these mistakes do you think you can easily avoid making in your follow-up emails from now and on?
This is a guest blog post written for Xverify by Amanda Sparks. Amanda is a professional marketer and blogger. She is passionate about developing innovative and customer-friendly solutions for brands. You can follow Amanda on Twitter.