Whether you’re a solopreneur or a small business owner, if you have an existing email list, you have an amazing opportunity to generate instant business for yourself. The key to a “flood of phone calls email” is having something catchy and compelling that your audience can resonate with.
In this piece, I want to share with you what we did to generate over 35 inbound calls in a matter of 30 minutes- and the calls are still coming in a week later. In case you’re wondering, we’re a law firm that services consumers.
For your mail, it’s important to structure it in a specific way that will engage your audience. This way, they will be more likely to call you by the time they finish reading your email.
These 6 steps will teach you the right email marketing strategy that can give you more calls than you can handle! I hope you’re ready!
1Identify your seed keywords
Before starting your writing process, I recommend that you choose a specific keyword that you want to focus on in your email. We knew that we had to send an email out, so the first thing we did was perform keyword research using the Google Keyword Planner Tool. After that, we chose the top 10 keywords that had search volume. We also looked at the “cost per click” as that indicates whether or not people were interested in the keyword.
When you’re looking at a CPC in the keyword planner tool, it primarily notes the cost for an advertiser when a visitor clicks on the advertisement in Google Adwords. The reason this is important is that if an advertiser is spending ANY amount on a keyword, that would mean the keyword is of value to that advertiser and assumes an audience is interacting with that keyword. That audience is willing to and has the intention to look deeper into the keyword.
2Do a google “News” search
A great place to look for a newsworthy event to include in your email is on Google News. There are many news articles that you can choose from and write about in your email. As you perform your search, I recommend you look for a SINGLE event to piggyback off of.
In marketing, it’s also known as “drafting”. The event you choose should be interesting and related to what you’re writing about. The more interesting and relevant, the stronger your email will be.
Also, always avoid using old news. If the news you choose to use is not recent, your audience won’t think that it relates to them. If they don’t think the news is relevant, they might think your emails are not applicable to them. I keep my emails fresh to keep my audience engaged.
3Choose a newsworthy piece with a recognizable brand name
When you’re browsing in google news, you’ll want to look out for events with a recognizable brand name. The bigger the brand name, the more trust the readers will have in the email. In one of our emails, we used a news article about Wells Fargo.
While there were other news articles with smaller brand names, it wouldn’t have been as strong if we used a bigger name. Prior to sending the massive-flood-of-phone-calls-email, we followed the same process 3 weeks prior, sent a similar email and received phone calls. Unfortunately, it wasn’t as many as the big brand name email. When we sent out the email about Wells Fargo, we started receiving calls almost instantly.
4Write your email with quick spurts and highlights
Emails should not take a long time to read. Your audience wants to read about juicy content and not some wordy lines that are boring. Readers will skip any email that doesn’t sound interesting to them. Focus on the highlights of the news you want to share. Basically, write an abbreviated or synopsis version of the news to avoid weakening the rest of your email.
We broke up our email into 4 sections.
Section 1 is a summation of the bigger issue.
Section 2 is a summation of the news we found.
Section 3 is a short brief on the specifics and how it relates to the audience.
Section 4 is our call to action.
And that was it!
No complicated or overly verbose vocabulary gymnastics. Just short punchy summaries and a very, VERY clear call to action.
5Write a strong subject headline to ensure a high click through
While a strong content is important, having a strong subject headline is even more important to bring your audience in. It won’t matter how well-written the email is if the audience doesn’t click on your email.
Think of it this way.Which email would you be more likely to click?
“You can increase your revenue by following these steps.” or “5 Ways That Will Double Your Revenue in 5 Days!”
Originally, our subject headline was something to the effect of:
“Violations to your privacy from unwanted phone calls”
But, after we edited the email, we went back and rewrote the subject headline to be more recognizable and to draft behind a big brand name.
“Wells Fargo settled at $14.8 million…”
I’m glad we made that change 🙂
6Write a clear call to action and Hit Send
Now you’ve reeled them in with a strong subject headline, quick highlights of your news piece and focus keywords that people are interested in. All you need to do is make your call to action a strong and clear statement.
In our call to action, we restated the problem and the solution that our customers are looking for. We knew the readers were looking for ways to stop getting robocalls (the problem) and we restated how we could make that happen (the solution).
When we started using these steps, more people called in. It’s as simple as that.
Now go forth with this email marketing strategy and conquer your email list! May the inbox be with you!
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Author: Rob Pene
As a connoisseur of knowledge, Rob focuses on outreach, marketing, and leadership. He's an evangelist of all things valuable including entrepreneurship, business, and faith. Director of Marketing