I believe it was about a month ago when I declared that businesses needed to change their sales strategy into a customer service strategy. The fact that the market is as competitive as it has ever been and the playing field is now more level then ever. I wanted to touch back on the topic and discuss your email communications with your clients.

I get the feeling and correct me if I am wrong that email, many times is not thought about or optimized for maximum success. Is that true for you? When was the last time you rewrote your auto respond emails? I bet for many of you it has been a long time. Quite frankly I bet they were never really any good in the first place. I know this because I see many of them on a daily bases. I simply want to bring up an important point that I think can really help your email communications.

It is my opinion that whether you are marketing to your database or creating auto respond emails that you be REAL with the receivers. Here is what I mean. The world we live in, here is a shocking revelation, is saturated with spam offers and junk mail. It is becoming harder and harder to to “entice” (I used that word for a reason) people to open an email, unless you know them personally and are expecting your email. The first thing you need to do is stop trying to “entice” people to open your emails. If you find yourself having to do this your probably sending unwanted mail. Your first objective is to build trust with your leads. To do this you need to be REAL. Talk to them like your their friend and stay away from the sales pitch. I think for some of you this just became very scary. You are living in a world of scarcity and you are a hoarder. You are afraid that you only have one chance to make a sale and you cannot waste it on any one of your emails. Stop thinking that way now.

One very important point to remember is that the size of your list, if you are emailing to your database, it is not necessarily going give you more sales. The quality of the list will, though. I need to stay on track for this post. I feel I could go in a hundred of different ways at this point, but I want to focus on your email copy. In the world of spam and Internet marketing you need to gain the readers trust and permission and when I say permission I am not directing that comment towards CAN Spam laws and opt in rules. I am talking about how you need to ask for permission to communicate with the lead. Check out Seth Godins book, permission marketing. This goes beyond coaxing them into opting in by sending them junk newsletters. This is going to reduce the size of your list but it is going to increase the quality and conversion rate of your marketing.

Use real world language in your emails. Talk to the lead the same way you would talk to your peers. Please be professional and use proper English. Reduce the sales pitch to a level that a normal line of communication would be at. People will respond ten times more to an email that is real and that does not give the impression of a complete sales pitch. Don’t try to be sneaky either. You know those email that trick you into opening them and stick you with the secret stock pick of the day. Be genuine!

I really could go on and on about this topic but I am going to cut it off here. Reevaluate your emails and insure that you are being completely genuine and  honest with your leads.  It will will help you in more ways then one.

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