In the previous stop on the road to tax season, we talked about how you can increase engagement with clients through social media marketing. Another great way to stay connected throughout the year in a proactive manner with clients is by utilizing email communications. But, seeing that the average person receives over 120 emails a day, your message has a lot of competition. How can you get yours to stand out?
Whether you’re utilizing email to generate more business, communicate with existing clients, or simply inform people about an update – none of it will happen if your message isn’t seen.
Read on for best practices to help you stand out from the clutter and get noticed:
- Send emails during off-peak hours. Sometimes people will ignore an email simply because they’re busy putting out proverbial fires. Sending email during off hours can be a great way to garner your audience’s attention. Try testing an email send on the weekends to see if it has better open and response rates vs. sending it during the week.
- Create an engaging subject line. An email’s subject line is akin to a book cover (and regardless of the old adage, people do judge based on the cover). So, make your subject line clear, personable and to-the-point.
Use words like: update, action needed, important, quick, news, and don’t miss – to create excitement and grab readers’ attention.
Try to keep your subject line under 50 characters (since most emails are read on a mobile device) and avoid making false promises to bump up your open rate. Doing so will only aggravate your audience and cause them to unsubscribe or ignore your emails in the future.
- Limit your words. Email isn’t the right medium for America’s next great novel. People are constantly in a rush (those proverbial fires aren’t putting themselves out), so make sure your email message is concise. Include personality but don’t hide your message behind a hard to understand thesis. A good rule-of-thumb is to try to keep emails under 100 words.
- Make the call-to-action clear. Make sure your email starts and ends with what you want your readers to do. Do you need them to complete a form and send it back? Do you want them to schedule a meeting with your firm? Whatever the action item is, make sure it’s clear and simply stated. Most people don’t read the full email – they skim the text – so ensure your call-to-action stands out from the body of the text by using a button or bold text to set it apart.
- Be mobile-friendly. Over half of all emails are read on a mobile device, making it critical to ensure you’re sending mobile-friendly emails (especially if they are HTML). If an email opened on a mobile device can’t easily be read, is slow to load, or requires readers to pinch and scroll every which way, it’s likely to be ignored or deleted.
- AB test. Just like any other marketing effort, testing is key to continual improvement! Test the days and times you send emails to see which get a higher response. Try varied subject lines to determine which get more opens or responses. Just remember, when AB testing it’s essential to define what you’re testing (e.g. subject line, time of day, call-to-action, design, etc.), identify how much data you’ll need to collect to determine if the results are meaningful, and how you will measure success (clicks, opens, calls).
- Measure success. Make sure to track your efforts so you can understand what works and what doesn’t. Your time and money are precious, so use your results to continuously improve your email marketing efforts.
Email marketing is here to stay. By mastering the art of getting through a cluttered inbox, you can see wonderful results, stay engaged with clients and get more business.
CPA Site Solutions helps you stay engaged with clients by providing you with monthly client newsletter content that you can easily send to your audience. And, with OfficeMojo, you can send automated reminders to clients via email and text message to ensure they arrive on-time and well-prepared for their meeting with your firm.
To learn more, please call us at (800) 896-4500 or fill out the form below to have an Internet Marketing Advisor reach out to you.
Stay tuned for next week’s article that will take a deep dive into understanding your firm’s marketing return on investment so you can see which efforts are helping you bring in the most business to your firm.