This article is part of the series of The trick to customer engaging emails.
In order to develop and strengthen your relationship with your customer, all communication lines connecting the both of you must be kept open at all times. Your correspondence with them is the main element that will cement the foundation of the relationship between you and the customer. Following are certain ways in which you can build this familiarity within your customer, towards your company.
Let’s imagine a customer who has just opened the e-mail account. And, the account is flooded with numerous e-mails because, let’s be real, no one has the time to read through all of these e-mails. So, the customer will go through the names of who’ve sent and what, and they will open only those e-mails that appeal to them the most.
This is where the real task begins.
Apart from the following best practices to make sure that your emails land in the Inbox Folder and not spam, there are many factors which influence whether your email will be opened by the end consumer or not.
Behind every email that is opened, there is a lot going on. To take a closer look at what happens, let’s step into the mind of the customer.
As a customer, you are now viewing the contents of your inbox. Looking at all the unread emails, your mind falls into answering a series of questions that we in the business know as “Micro Yeses”.
“Micro Yeses” basically refers to the various questions that our mind answers in either ‘yes’ or a ‘no’ and influences whether, as a customer, you would open a certain mail or not.
The questions that we try to answer in our mind are as follows:
Micro Yes 1: From Name and Subject Line (Recognition and opens)
Micro Yes 2: Header and Headline (Confirmation and enticement)
Micro Yes 3: Paragraph and Product (Explanation and ‘need to knows’)
Micro Yes 4: Call to Action (Click and Hand off to the Landing page)
Following is how the “Micro Yes” model works.
Micro Yes 1 -> From Name and Subject Line (Recognition and opens): If your customer has answered yes to the first question, it means that he recognizes you as a sender and is willing to spend time in viewing what you have sent him. (Ways to ensure that your customer recognizes your sender name can be found in the previous article in this series.) Alongside this, your Subject line also influences how attractive the email looks to you customer.
Micro Yes 2 -> Header and Headline (Confirmation and enticement): Now that your customer has recognized your sender name and his attention has been captured by the Subject Line, the next element he will view is the headline used in your email. This is the second question that our brain poses in the “Micro Yes” series. Again, here, you must entice your customer to be interested in what your email has to offer. After he answers “Yes” to this question, he will then move on to the 3rd step.
Micro Yes 3 -> Paragraph and Product (Explanation and ‘need to knows’): Having answered positively to the previous question, the customer is now interested in what you have to offer. Therefore, he moves on to looking and viewing the content that you have to offer as part of your email. However, an important point to remember with regard to content is this: the content written within an email should be just a sufficient amount of information with regard to what you are trying to sell because if it is overly informative or chatty, it might just bore the customer. On the other hand, if the information provided is too little, the emails may just end up in confusing the customer, resulting in a negative influence over the customer with regard to emails from your company.
Finally, after the customer has read your email and decided to take action that your email suggests, he will move to the fourth and the final step.
Micro Yes 4-> Call to Action (Click and Hand off to the Landing page): This is the goal that we are trying to reach. The Call To Action button that is present in your email is what all of the above steps were leading up to. If the customer is happy, he will make use of the CTA option and Voila! Mission Accomplished J
You may also check out the next articles in this series,
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|Author: Samantha Shaji|
|Samantha is the Content Writer at Pepipost
“She loves reading and writing. A sucker for great conversations, she finds inspiration in the stories and experiences of others.” Email: firstname.lastname@example.org