How can you get your customers to read your e-mails? | SupportBiz

Sales and Marketing

How can you get your customers to read your e-mails?

 
Many firms adopt the practice of sending e-mails to their prospective customers, introducing themselves and their products/services. However, this can be pointless if these e-mails are ignored and never opened by the customers.

SupportBiz presents six simple tips that a firm can use to ensure that a greater number of potential customers open and read their e-mails.

Mention the customer’s competitor

Mention the name of the prospective customer’s competitor in the subject line. This will immediately capture his/her interest, and make him/her want to open the e-mail. You could say something like ‘How X saved 20% on his raw material costs’.

Mention a benefit to the customer

It is a good idea to mention, in the subject line, a benefit that the potential customer can get by using your products/services. You could say ‘Learn how to cut down your cost of production by 30%’. The more specific the subject line, the greater are the chances of the e-mail being opened and read by the prospective customer.

Mention the name of one of your satisfied customers

Another thing you could do to grab the attention of your prospective customer is to mention the name of one of your satisfied customers in the subject line of your e-mail. You could say something like ‘How we helped X cut down his telephone expenses by 25%’. However, before you undertake this, ensure that you obtain permission from the concerned customer to use his/her name in your e-mail correspondence with prospective clients.

Use a referral

If possible, you could get a referral, someone known to the prospective customer, send the introductory e-mail to him/her, instead of you sending them to them. The prospective customer is more likely to open the e-mail in this case, as it is from someone known to him/her, as against someone unknown.

Mention the referral in the subject line

If it is not possible to get a referral to send the introductory e-mail to your prospective customer, try mentioning the name of the referral in the subject line. You could say ‘X referred you to us’ or ‘X suggested that we get in touch with you’. This is sure to arouse the interest of the prospective client.

Keep the subject line blank

You could try leaving the subject line of your introductory e-mail blank, in order to fire up the curiosity of your prospective client enough for him/her to open it. However, this might not always be the case. Some people might consider an e-mail with no subject line as spam, and delete it right away. Also, if you want to use this technique, ensure that your e-mail address is nice and professional.