Personalize Emails to Connect with Clients
As participation in social networking increases, a good email marketing campaign should take note and strive for increased interaction with their client base. People like to be able to relate to a company or service they patronize... providing them opportunities to connect and interact with your emails can be very beneficial.
1. Add a photo to humanize your company- Use a photo of your company's mascot, a company spokesperson, or even the author of the email. Having a visual identity to attach to an email builds a layer of familiarity that can help build trust. Think about it this way: If someone requests your friendship on Myspace or Facebook, aren't you a little skeptical of them if they haven't uploaded a photo? It makes you wonder why they haven't taken the simple step to further identify themselves. It's the same idea as sending email from your company or a person in your company- clients like to be reminded who they're receiving email from and why. Also include a feedback link in the email (under the person's photo, for example) so that they can respond to the email with positive or negative feedback. This lets the client know you care about their opinions and welcome them.
2. Include audio and video when possible. Audio of someone reading an article, a video feed, or even a JBA Network eVoiceSpot presentation are great ways to engage your email recipients. The more interaction your emails provide, the more clients will identify with your company, its services, and products, an important factor in the success of email marketing.
3. Use surveys. Surveys allow clients to connect with your company in a noninvasive way that is easy for them and cheap for you. Through surveys clients can express their attitudes and preferences, which will help you to refine your email marketing campaign to target it toward your market.
The importance of a connection to your audience has been popular within print media for years. Columns typically include a photograph of the columnist along with a byline with contact information. This establishes identity and encourages interaction, both valuable benefits to your email marketing campaign.