Effective Email Marketing for Exports
Effective Email Marketing for The Export Businesses!
Finding buyers in the export business could be a complex task, especially for new traders. However, there are various methods to find buyers. We have opportunities to buy data from some aggregators who majorly have customs data from multiple countries. But the better way is to do data mining and find customer details based on your own target segment. One essential task exporter needs to do while searching for buyers is to make a contact list of all the potential exporters they came across.
The major data which they need to capture are website, contact person, email of contact person or company, social media handles specially Linkedin (company page and personal profile of the contact person).
In this article, our focus will be on one specific method, efficient and proven, to utilize the contact list – Email Marketing.
Email marketing is a popular marketing technique used by marketers in every industry. It is a more direct and personalized way of connecting than social media. However, email marketing is different for traders than for traditional marketers due to various reasons as their audience is not natives. Email marketing, if done correctly, can put an essential part of your export sales business, finding genuine buyers, on autopilot mode.
How to plan/structure your email for export marketing!
Objective of the email
Have clarity about the objective of the email. What exactly do you wish the readers to do after opening the email? Do you want them to visit your website or social media pages? Do you want them to fill out a form or something else? Have a clear vision of the next step(s).
Subject line
The subject line is your first interaction with the reader. It is where you have to grab attention. It has to be simple yet attractive. Remember, you are not the only one they are receiving emails from. So, why will they choose to open yours? Give them a reason for it in the subject line. Try to have subject lines with some numbers or questions. As per records they have better open rates.
Attractive opening
After succeeding in getting the receiver to open the email, you have 5-10 seconds to build an impression. Your first two lines decide if the receiver reads your email. It is often good to start with the greetings and keep the overall tone of the email formal.
Informative content!
Add the information in an impressive manner. Using lists in emails increases the readability and makes it easy for readers to find the relevant information. Make sure that you also explain the benefits of the products offered. Answer the “Why should I buy this product?”. Try to make it a two-way deal. Explain how export trade will benefit them and you. It is a great way to establish trust.
Make it easy for the readers
Naturally, if you are going to list the product and explain its benefits in the email, it will become quite long. Therefore, add sub-headings in the text to make it easy for the reader to find what they are looking for.
CTA (Call to Action)
You made a strong and impressive case of your product and the business. Now, add CTA (call to action) at the end to encourage the readers to take the next step.
领英推荐
Proofread and schedule
Are you ready to send your email? Not yet. The last step is to proofread. Grammatical or punctuation errors or typos kill professionalism and leave a poor impression on the company. Moreover, don’t click the send button right after finalizing the email. Schedule it according to the working hours of the receiver. Professionalism goes a long way, especially when you are dealing with an international audience.
Tips to an effective email campaign for export business
Tips for email campaigns for export business differ from usual email marketing because we are communicating with people who have different cultures, languages and understanding.
Language barrier
Language is the supreme barrier while dealing with the international market, whereas good content is the utmost necessity in online marketing. If the reader is not comfortable with the English language, they may use a local translator to grab the message. Take help from the language experts to ensure that the meaning of your sentences and words do not change after using a translator. Moreover, the same words/slang can mean different things for different regions. So, avoid using slang and hire local translators who are aware of the local usage of the language. Export Marketing Consulting could guide you to choose the best.
Be careful with images
Visual content is more attractive than words. If you are using images to differentiate your emails from others, be as personalized as possible to have maximum impact. Remember that all regions or countries are not the same. The cultures and types of audiences are entirely diverse. Therefore, change the content as per the audience and the territory.
Focus on law
Different countries mean different laws. International trade exports could be challenging. While dealing with an international audience, especially for commercial purposes, it becomes vital to understand their rules and regulations to avoid any legal implications in the future.
Make a final list
You have a master list of all the potential buyers we talked about earlier. It is time to sort the list and finalize the ones you're going to send emails. There is a lot to think about while interacting with an international audience. A situation in one country could completely change the meaning of your email if the timing is wrong.
Proper segmentation and categorizing
Proper segmentation of the audience increases the chances of conversion. Categorize the potential buyers according to their reason, culture, and language, and present the same information differently to each category. Be crafty with email marketing. Personalized content grabs attention and establishes an emotional connection hence chances of conversion increase.
Evaluation
The final and the most crucial step is evaluation. After running the email marketing campaigns for a short while, evaluate the results and see what you can improve. Some things will work, some won’t. Observe what is working and keep optimizing the strategy accordingly.
You must have gotten a fair idea of how email marketing works with an international audience. If you follow the correct path, email marketing can become a game-changer for your export business, and put it on autopilot mode. Export Growth Consultancy will give a deeper insight into what more you can do to make your export business flourish.