Email marketing is widely considered as among the best, if not the best, way of increasing traffic, converting leads, and making profits. Indeed, it has the highest return on investment in comparison with social media marketing where customer acquisition purposes are concerned.
But there are limitations to email marketing, too. Studies have shown that its average open rate is only about 21% while its average click-through rate is even lower – just 2.43%!
There’s good news, fortunately, for email marketing professionals – personalizing emails sent to prospective and present customers can increase the average open rate and average click-through rate.
Here are five tools that we highly recommend for increasing the efficacy of your email campaign through personalization. Keep in mind that these tools are best used with a wholistic approach since each tool has specific features beneficial to effective and efficient email outreach.
SimilarWeb Chrome Extension
The best thing about SimilarWeb Chrome Extension is that while it has several features similar to SEMRush and Aexa, it’s absolutely free! This is then particularly useful for email marketing managers working with a limited budget.
Basically, SimilarWeb Chrome Extension provides useful features for finding prospective websites, whether as customers or partners. These features include the identification of site metrics including monthly traffic, domain authority, and backlinks, among others.
Be sure to use the Audience and Similar features since these provide information on dozens of sites meeting your criteria for engagement. These can also be used in identifying competitors and, thus, their top backlinks, a rich source for potential prospects.
But just because you have identified prospects doesn’t automatically mean that they are the right fit for your business! You have to dig deeper into the websites’ metrics including its social media following, engagement level, and market influence, among others.
This is where BuzzStream, an easy-to-use tool, comes in. While it isn’t free – prices start at $24/month for a single user – it’s definitely worth the money considering its wide range of intuitive features.
For example, you can gather valuable information about your prospects, said the information of which can include the page rank, the inbound links, and a number of followers. You may also use BuzzStream in finding more prospects through to the Under Link Partners features. You can also organize your prospects based website authority, market influence and other crucial metrics.
LinkedIn Sales Navigator for Gmail
Now we’re getting more personal, so to speak, with the LinkedIn Sales Navigator for Gmail, a tool designed to gather your contacts’ professional information through LinkedIn. Basically, you can access your contacts’ LinkedIn profile directly from your Gmail account.
And it’s quite easy too! Type an email address into the tool and let it do its work – it will automatically display the contact’s LinkedIn profile information including the professional background and recent activity (e.g., added new contacts) on a sidebar. You can then get useful information about the contact, such as contacts, organizations, and interests, even work history, shared in common with him or her. You will then have information that can be used in making generic emails more personalized and, thus, more appealing.
There’s a reason Gmail is the most popular email platform – it’s compatible with a wide variety of tools essential for email campaigns. Rebump is among these tools, and it’s a tool used in follow-ups for emails sent to prospects, particularly in monitoring, managing and analyzing the personalized emails and their recipients’ responses, if any.
Note: While the likes of Prospects, also a follow-up tool, can be used for automated follow-ups on a mass scale, these aren’t as effective in personalized email outreach campaigns. This is especially true for so-called warm contacts that respond more to personalization than to a mass approach.
Furthermore, Rebump allows for customization, such as automatic follow-ups depending on your desired settings (i.e., the days and times when the follow-up emails will be sent). The cost is affordable, too – prices start at $5/month.
HubSpot Sales Chrome Extension
Yet another useful tool in personalized follow-ups is HubSpot Sales Chrome Extension that makes timely responses to warm contacts’ actions possible. Again, you can use this tool within your Gmail account but be sure to make your HubSpot sales profile correctly first.
We particularly liked the feature wherein instant desktop notifications are sent to the user as soon as the prospects made the desired actions. These can include clicking a link within the email, downloading an attachment, or even just opening the email. Your immediate action, such as a follow-up email, can increase the chance of conversion (e.g., actual purchase or subscription).
Did we mention that this tool is free? Think about the possible increase in your conversion rates from spending nothing aside from your time!
Keep in mind, nonetheless, that while these are effective tools, these are nothing but tools! You have the responsibility of using them to your advantage – and if you don’t, then you’re at a disadvantage.
First and foremost, your emails should be written well –persuasive and informative, among others. You want to catch the prospects’ attention even before they open your email and, thus, your subject line should have a hook.
Other important tips for writing your emails are:
- Build your brand in such a way that it truly stands out from the rest of the pack. Your prospects are more likely to respond to your emails and make the desired actions when your brand matters to them.
- Build trust between your brand and your prospects, a piece of good advice when you’re cold calling them. You can share proof of your strong social media presence and/or your track record, among others, in showing your brand credibility.
- Build a personal relationship with your prospects by including more information about your brand – or your personal information, if necessary. You should also personalize your emails according to the interests of your recipients, as well as checking that your emails contain a piece of personal information about each recipient (e.g., first name and shared connections).
Go beyond words on your emails, too, a must in our multimedia world. You can include reports, videos, and links in your emails.
Of course, you must also remember that nothing comes for free! Your prospects will ask, “What’s in it for me?” and it’s a question that you should have an answer, preferably one that will benefit your prospects.
Also, check out 5 Mindful Ways To Manage Workplace Email