I've been taking a close look at my email marketing channels recently, and I have to say I've been finding a few good nuggets of information. I've learned a lot over the years, and putting that information to use is a refreshing feeling. Even better is getting the chance to share it, which is what I'm going to do today.
In general, email marketing has one primary purpose: to get people to buy your product. Email is a more personal form of communication than sending people to a landing page via an ad, so you have some advantages already. Often times, people reach out to you with questions prior to buying, and that's an opening to capitalize on a lead. That's also where my first tip comes in.
#1: Link To Your Pricing Page
If someone approaches you and you're communicating with them prior to a direct sale, include a link to your pricing page at the end of your email. The email structure should generally close with a call to action. In this case, the call to action is "check out our pricing page." When they do, they can see all of the usual squeeze information you have on that page.
While you're at it, you should have at least one other method the user can use to reach out for more direct sales questions. To that end, we reach:
#2: Include Your Sales Number
There are two places you should include your sales phone number; your website and your email signature. On your website it's generally a good idea to put the sales number in your footer, so it's visible on every page. You can place it a second time on landing pages and other important squeeze pages, where it's more prominent. As for email, it's always a good idea to have a robust signature with plenty of useful information.
Of course, this can lead to crossed wires. You don't want to answer a question via email and refer a user to a sales number where they have to suffer through a pitch they've already heard.
#3: CC Team Members
CC your sales team in communications with a potential customer. This keeps them up to date on communications and shows organization and teamwork within your staff. Handing off a problem to someone best equipped to handle it is always a good thing.
While you're at it, make sure you're keeping your team involved throughout your organization. Avoid crossing wires, double-communicating, and leaving information out. Strive to keep everyone on the same page, to maintain a cohesive sales narrative throughout your organization.
#4: Be Polite, Contextually
Close out your emails with a polite send-off. If it's a Friday, wish them a good weekend. If it's Christmas Eve, wish them a happy holiday. Don't be impersonal (conversely, don't be overly sugary). While you're at it, let them know that you're handling their issue or question personally. Personal attention goes a long way.
#5: Respond Quickly
This advice holds true in pretty much every situation. If you're holding a conversation in any context, be it email, social media, phone, or whatever, respond quickly. About the only time you can afford delay is via snail mail, and even then, ship priority.
In fact, you should make it a habit to respond as quickly as possible upon opening an email. There are programs out there, like Yesware or Streak, that exist to notify you when your emails are opened. If a customer is using one and sees you read their message but did not respond, it can irritate them and possibly cost you a sale.