Dear Sir or Madam: Is Your Email List Killing Your Leads?

Dear Cari,  As Marketing Manager at OneSource, would you be interested in some quality email lists?  Our company is a leading provider and can help you with your email needs.

Sincerely,

<insert company name here>

I get this email probably 3 times a week from companies which will remain nameless.  I will never, ever reply to these emails.  Why?  Because I work for a company that offers email lists as a service to our customers.  Why would I want to pay another company to give me a service I already have?  With the hundreds of emails I get on a daily basis, if you want to get my attention your email needs to, at the very least, be relevant to my job.

With the vast sea of contacts out there, how do you get just the right email list to reach the right people with the right contact information in the right industry at the right company?  The simple answer is to find a tool that will do it for you.  But finding the right tool can be as hard as finding the right list.  In a previous post we discussed Key Questions to Ask Your Email Broker.   This is a good place to start when finding a good list provider.

Now that you’ve got the perfect list, make it count.  Spend some time to really craft an intriguing email that will give your target audience a reason to contact you. Some things to consider as part of the email are:

  1. Subject line.  Try out a few.  In some cases the one you think will work might not, so don’t guess.  Test.  Here’s a fun site  to see just how good you are at guessing which marketing tactics will win.  I think it will confirm that guessing is not the way to go.
  2. Hook.  Before someone takes an action, they have to actually READ your email.  What can you say to them to intrigue them enough to keep reading?  Are you addressing a pain point?  Are you providing something educational?  Are you offering something they can’t pass up?
  3. Call to Action.  What do you want the person to do?  It’s the reason you sent the email in the first place.  Make the action clear and limit your calls to action so that there aren’t choices to distract the reader.
  4. Text Versus HTML.  Try both.  Again, do a test to see which converts the best.  When creating an HTML email, be careful how many pictures you include and make sure any important information you’ve included in pictures is also included in text form since many people do not download pictures automatically.
  5. Who’s the Sender?  Decide who the email is coming from, both from a name and email address perspective.  Is it coming from an individual?  A group?  Who will monitor the email alias used and how will they reply?  All very important things to make the email more personal to the prospects on your perfect list.
  6. Testing.  Don’t leave anything to chance.  Test all of the above until you get the perfect combination.  Remember to only test one thing at a time, however, to ensure you are isolating the variable to be tested.

The final piece of the Perfect Email Puzzle comes in measurement.  This topic is a blog post in itself, so I’ll keep this high level.  From open rates to click throughs to unsubscribes to deliverability to full conversions, you need to know how effective this email campaign was.  The bottom line is, measure your results so you know what content worked and whether this was, indeed, the perfect list after all.

Cari Zoch

Cari Zoch

Marketing Manager, Brand Communications & Social Media at OneSource Information Services
Cari has over 15 years of Marketing Communications experience and has spent the last 3 years focusing on the ever-evolving world of social media. Prior to joining Avention, Cari was the Global Social Media Manager at LifeSize, a Division of Logitech, and built their social media program from the ground up. Cari is an avid Longhorn football fan (yes, even this year!), and enjoys acting, spending time with her daughter, and taking advantage of all the wonderful outdoor activities Austin has to offer.
Cari Zoch
Cari Zoch