If you are skeptical about how email works or if it works at all for translators’ business, you are not alone.
We’ve all seen junk email clogging our mailbox and unsolicited newsletters demanding our attention on a daily basis. But how many of them actually got your attention? How many of them even got your business? I’d guess very few.
Why? Because you don’t know the senders! Who wants to get more flyers and read more advertising materials? I wouldn’t. And most people are ticked off by straight sale pitches.
The critical question is how email works for your translation business.
Just like other marketing strategies, the idea of sending email to your prospects and clients is NOT to haunt them with constant sales messages. That’s not how email works. That approach only disconnects you from those contacts.
Trying to establish a strong connection with your clients and prospects is the goal of sending out regular emails. You do that by being helpful and resourceful to your clients and prospects.
Here are a few tips to help you attract more direct clients and get more quality translation jobs with regular email messages.
People are busy and don’t have whole lot of time to read long and boring email messages. Keep it short and right to the point. If you don’t, your message won’t get read.
Before you send it, remember to proof read everything – names, spelling, grammar.
2-Provide interesting content
The key to being read is to write about things and provide information that your readers want to read. If you ONLY send out messages about your services and you, forget it. Nobody cares!
Instead provide valuable, consistent information that helps establish a sense of trust and credibility among your readers.
People buy from people they like and trust. When you think from your readers’ perspective, you have a better understanding of how email works.
A strong connection is always personal. Use first names if you can. Write as if you were talking to a friend in person.
Don’t be afraid to put a little of your own personality into the messages you send out. But don’t overdo it. It is one thing to share your wedding story, but it’s quite another to be complaining about your nasty divorce.
You are doing business, so keep it positive and professional.
Regular email opens up a two-way communication channel. So ask questions and instigate curiosity in your email messages that may trigger readers’ responses. These questions can be great source for your next email content.
5-Quality is more important than quantity
Don’t be number bound with the size of your email list. It doesn’t matter how many people are on your list. It’s the quality that matters. When people are interested in hearing from you, your messages are more likely to be received without resistance.
6-Keep it positive
Give the readers a good feeling when they open your email. Choose positive and inviting words to begin with whenever possible. No matter your specialty or your clients’ needs, that initial introduction goes a long way to getting your point across.
7-Don’t expect perfection
How email works for me may not necessarily work for you in every detail. But the principle is the same. There’s no such thing as perfection in marketing. You have to figure out the best fit for your own business. So keep testing and making adjustments. Believe me, you will get better over time.
Action is the first step.