Good old email...
Some of us love it, others hate it.
But, we still use it a lot.
So it's just better if you learn how to use it effectively.
If you're trying to reach out for PR or you're building a list - by the way you should do that - email is still the best channel for you.
Before we jump start it, here is a couple facts about emails.
Emails on average perform about 3-4 times better when it comes to promotion. Consider the amount of emails and tweets you see in one day. The math doesn't lie. Ever. The chance of opening and clicking on a link in an email is actually way higher then the chance of being noticed on social media. It's as simple as that.
Reaching out to journalists? 98% of them prefer email, the inbox is the place to be. Let's be honest, who likes getting tons of tweets or stupid Facebook mentions. No-one.
So here's a couple hacks to use emails effectively and reach your goals. Whatever they may be.
Let's break it down into two groups: PR and user related emails.
PR Email Hacks
1. How to guess anyone's email address quickly
Or you can find some well collected lists here:
These guys already did an awesome job, so make sure you use those lists to your advantage. And say thank you for the 100+ hours job that they made.
2. How to pitch to journalists
Be short and friendly. Don't just ask for press, try to give something in return or at least help their work. A journalist gets hundreds of emails a day and majority of them are pitches - so they're pretty good at ignoring stuff.
Here are the do's and don'ts of an email pitch
- Do - write like a human
- Don't - use buzzwords
- Do - send the email at the right time, Tuesday at 10am is always safe
- Do - get to know them, at least read their articles
- Don't - write a long introduction
- Do - write to them specifically and only relevant information, meaning you have to find the journalist who might give a shit about your stuff
- Don't - write long stories, use bullet points instead to layout the information
- Do - answer these questions: Why is it different? Why does this matter today?
If you want to go deeper on this topic, I'd highly recommend these two articles here and here.
3. Subject line
This is the single most important part of your email. Make sure you do it right. You should spend more time on your subject line than on the whole email copy. They won't even get there if it sucks. [Here] is a cheat sheet to help you.
4. Collect email adresses
Collect them everywhere. Literally. Appsumo is a great tool for that.
5. Build a list
6. Send emails - ok but how?
Send well designed emails, or choose plain style with a very strong copy - the email you send should match your company's identity. Here is a quick overview on that topic.
7. Subject line again
You can take a look at this collection to get some inspiration.
8. Email copy
Make sure you tell a story. Customers are not journalists - they like stories. Include only one call to action you want the readers to do. Don't over complicate their life with lots of options. Take this for inspiration.
Email footers are more important than you'd think. Many people like to check out the sender's bio. Include your most important profiles and projects. But don't overdo it! Here is a great tool, that helps you measure the clicks on your footer.
Other Useful Email Tools
10. Schedule emails to send later
Boomerang is a great tool for that. You can also set up reminders to follow up.
11. See who opened your email
Sounds strange, but it's possible to check. It can be extremely useful for important emails. Sidekick by Hubspot is a great tool for that.
12. CRM inside Gmail
Streak comes very handy when you handle a lot of emails. You can create templates and track sales, new hires or support.
13. Newsletters about effective emailing
There're two great newsletters I've found very useful about the email topic. This is a 30-day course about list bulding. This newsletter will help you stay up to date with the latest trends and best practices.
The fastest way to learn tricks is to actually go ahead, subscribe for some expert's newsletter and check how they do it.
Wait, my inbox is already a huge mess, I don't wanna subscribe to even more. Don't worry there's a hack for that.
If you use gmail you can subscribe to lists with the following format:
That way the emails will still land in your inbox, however you can easily filter them to a folder, and open up that folder whenever you need it.
Whether you like emails or not, as a small business you have to use it. And it's better if you use it for your advantage. So take this advice and use the tools that fit your needs the best. Am I missing something? Or do you have another great tip? Write it in the comment box below.
Finally, don't forget to subscribe to AppMixture's newsletter to get more useful information like that.