Traditional marketing techniques continue to be (and always will be) a big part of the marketing mix. With the right content and the mindset that you can deliver valuable content to your prospects, email can be an effective tool to move your prospects from the awareness, to the consideration, and finally the purchase phase of the buying cycle.
Here is another straight-to-the-point post from my colleague, Rob Krekstein on how to use email to drive real business results…
Do not simply send out emails. Create one that equates to leads, sales pipeline and new customer sales revenue.
Even in the current environment where it seems that we each receive 50 emails a day from companies selling their services, email can still work.
Here are a few tips for how to make this successful as well as some metrics as proof points.
- The Email should be simple and concise. Too often we want to try and have the email sell the product for us, by including a lot of value propositions and verbiage. This is done to attempt to increase the value of the prospect that “opens” the email, but in fact this will only serve to lower your response rate. Open with a compelling statement (or Hard Offer), followed up by 2-3 bullet points, then that action button at the bottom.
- The Messaging must be compelling. Do not utilize a generic message or some industry information, but be direct and bold with your statement. Let the prospect know within seconds why they should read on and eventually click the action button on the bottom. This usually requires some prior analytics or understanding of your target audience.
- The Action Button must be Specific. The entire purpose of the email is to get as many prospects to click that Action Button as you can. Be sure and use verbiage that explains exactly WHAT they will receive once they click, Do not be ambiguous and make sure you are using a compelling tactic (Demo / Free Trial / Free Study), “White Papers” are NOT very compelling.
- The Landing Page is informative. This is where you can add further explanation of your services and add assets that might be interesting to the prospect. People are prepared to spend more time on a Landing Page so this is your chance to give them the “WOW Factor”.
- Follow up must occur within 24 hours. Most “experts” will say that the value degrades most significantly after 48 hours of response, but I feel that immediate contact is necessary to achieve optimal results. You need to create a process that allows for a response to all prospects that opened or clicked through the email within hours, as well as technology that showcases their activity on your landing page so you can direct the follow up call to their specific interest.
After extensive testing, utilizing these simple Tactics have generated 62-73% more responders, a 42% increase in Leads and a 29% increase in opportunities.