May 19, 2020

Four Strategies for Email Marketing Success

business tips
email marketing
marketing tips
Bizclik Editor
5 min
Four Strategies for Email Marketing Success

Written by Todd Bates

Should you ever bring up the topic of email marketing, you will certainly hear people complain about the hundreds of emails they receive on a daily basis.  They will tell you sob stories about the endless “junk” they receive and how they try to opt-out from all of that “spam” …all to no avail!  They might even give you a strange look (after all, you did bring up email marketing at a party) and start asking you if you are “one of those people” who sends huge volumes of email.

With increased postage rates and the desire to reach your prospect when they are attentive, email has increasingly been the solution. The most recent challenge has become: with so many businesses sending messages, how should you stand out in the crowd?  How can you ensure that your message actually gets noticed?

Now more than ever it is essential to have an edge with email marketing when you want to reach new prospects for your business.  To cut through the spam filters and be sure that your message is one that someone truly wants to read, consider the following:

The Success You Will Enjoy with Email Starts with Your Offer

When business owners want to improve their success with email marketing, they immediately look at what they are sending.  Whether your database holds 200 emails or it holds a million emails, look at how people have come to find out about your company or product before looking at the content of your emails. 

Did recipients originally sign up for a newsletter?  Did your prospects sign up for information on a specific product line?  Did they sign up for a white paper to learn more about a particular offering or service?  Far too often the same email messages are sent to every prospect in a database.  The person who signed up for the newsletter is looking for something entirely different than the person who signed up for a white paper.

Look carefully at what prospects sign up for and you will start to uncover the issues with your response rates. Look even deeper into your offerings to ensure that they provide enough value that you are actually providing prospects with “real” email.  The better you make your offers, the more responsive your prospects will be through email.

An Interest-Piquing Subject Line Can Save the Day

Most business owners take the time to carefully review their marketing pieces before they go out.  They might work with a designer on color details for their website or change the layout of a brochure multiple times before it lands in the hands of a potential customer… but what about the time they spend looking at the subject line of an email?

Open your email right now and take a look at the volume of messages.  How quickly do you scan the list to determine if you should delete the message, save it for later, or actually read it? Five seconds? Ten seconds?  You have just a few seconds to grab a prospect’s attention, which means taking the time to craft a powerful subject line is worth the investment.

Try challenging your original thought as you look to craft engaging email subject lines by asking yourself these questions:

•       Interest Piquing: Is there an element of curiosity to the subject line that would make want to find out more?

•       Pain: Does the email subject alleviate pain or pound on a bruise that is bothering prospects?

•       Benefit: Will your prospect experience a benefit of time, money or wellbeing if they read on?

Take time to craft your email subjects and watch as your response rates increase. 

Not Just Any Email Will Do, Each Touch Must Add Value

While the goal of email is certainly to bring more customers into your store, encourage more prospects to call for assistance, and push potential customers to purchase more of your products online, that can’t be what your emails are all about.  Sending emails that are only about sales, new products, or services is a sure-fire way to ensure that your messages are quickly deleted. Look at the content of your emails and ask yourself a very simple question: If I were opening this email as a total stranger, does it add any value to my day?

For most emails received, the answer is that the message adds no value at all.  It’s merely an advertisement delivered digitally. Regardless of your industry, it is crucial to create emails that add real value. For example, if you sell clothing you could share fashion tips.  If you sell exercise equipment you could share fitness tips.  Don’t try to disguise helpful tips as sales letters; add real value and your emails will be eagerly anticipated by your prospects… and that’s a win for everybody.

How Many Emails are You Sending?

Even with a database that has a few million records, sending a big “blast” email is not likely to help you achieve your goals. Instead of periodically blasting your database of prospects with offers, consider developing an email follow-up sequence that will keep prospects engaged until the moment they are ready to take action.

A good email follow-up sequence will appear personal, add value, and can allow you to stay in-touch with a prospect for a number of years.  In the best cases you will have a different email follow-up sequence for those that have purchased a product or service versus the ones that have not yet purchased anything.

The more time you invest in your email marketing, from crafting subject lines to offering quality content, the more success you will enjoy with your from your efforts. 

About the Author: Todd Bates is a leading business consultant, speaker, author, and President and Owner of Todd Bates Systems. A graduate of Colorado State University, Bates immediately made a name for himself as an entrepreneur. Using his talent for business marketing and with years of success behind him, Bates dedicates his career to teaching other businesses and entrepreneurs how to thrive. Over the past 20 years, he has worked with over 25,000 individual business owners and has shared his proven techniques with over 250,000 people at speaking events countrywide. For more information, please visit

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Jun 23, 2021

Sutherland Healthcare helps digitize human experiences

Northwell Health
Sutherland Global
3 min
Engineer human healthcare experiences that truly matter with Sutherland Healthcare

Sutherland Healthcare is a partner in your quest to achieve the Quadruple Aim of improving patient experience, clinical experience, and health outcomes—while lowering costs. They help optimise the value potential of the technologies at hand, remapping existing processes into end-to-end solutions that advance the art of the possible. 

Exposing clients to the value of automation and analytics, Sutherland Healthcare ramps up those capabilities into “service as opportunity” as appetite and ability permit. They free up capital, energy and leadership attention for core competencies and leverage what others can do better, growing their client teams’ skills and capabilities for future success. 

“We serve clients from back-office processes, through to the end-of-customer experience and along the way, leverage big data and deep analytics,” said Matthew Collier, CEO of Sutherland Healthcare.

“We bring a deep domain expertise to each industry, particularly in healthcare,” commented Collier who stresses they meet their clients wherever they are on their digital transformation journey. “From the earliest spectrum of outsourcing through to the point of cloud, we can meet them.”

Founded in 1986, Sutherland Healthcare is a global organisation with over 15 locations and 5000+ employees including healthcare development, analytics and data science teams. With an average Net Promoter Score (NPS) of 80, Sutherland Healthcare uses proprietary analytics, omnichannel and back-office platforms, bots and tools.  They work with six of the top 10 US health plans and more than 100 health industry clients – from stand-alone hospitals to large health systems and medtech companies.

For 12 years, Sutherland has been a partner of Northwell Health - New York’s largest health system serving 11 million people.  

“This has been a true partnership and the outcomes have been really impressive,” said Collier who pointed out the following savings:

  • 15 per cent year over year cash collections
  • 37 per cent reduction in bad debt 
  • 18 per cent decrease in average AR days 
  • 15 per cent increase in our engagement 

The company heritage of being a “future-ready organisation” came to fruition during the pandemic. “By having deeply digital technology enabled service in the RCM arena, we were able to flex up and down with demands from clients,” said Collier.

“Most health systems will tell you that their data is a gold mine both for clinical benefit and economic value.  A more apt description is that it is like an underground oil field which is not very useful. But by partnering with us we can help extract that oil and put that data in the cloud. We can help to refine that oil using our proprietary data monetisation tools to make that data interoperable.”

“Within the first three weeks of COVID-19 we had everyone globally working from home. A treasure trove of technologies enabled us to do that effectively while safeguarding  Protected Health Information (PHI). 

“Sutherland is at its heart, a tech enabled services company and that gives us the edge when the best solution is neither a technology or services solution, but rather the hybrid of the two.”

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