representing steps top email success

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.

  1. 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.
  2. 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.
  3. 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.
  4. 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”.
  5. 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.

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This is a guest post from my colleague Robert Krekstein. Rob is the Sr. Director of Global Inside Sales and Demand Generation for SAP. 
About Michael Brenner

Michael Brenner is the Head of Strategy for the leading content marketing platform, NewsCred. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

5 Comments

  1. Emily Foshee said…

    Michael,

    Great post! The 1st, 2nd, and 5th points are, to me, the most critical. The email must be simple…everyone has so many demands on their time that they simply won’t read an email that rambles on and on.

    The message must be compelling, and jump out at the reader. If it isn’t, they’ll delete that email in no time.

    But, to me, the 5th point can make or break even the best email. If you don’t follow up within 24 hours, your message will no longer be on the prospect’s mind; they’ll have forgotten all about your message.

    Be consistent with following up!

    • Michael Brenner said…

      Thanks Emily. I agree as the saying “don’t just set it and forget it” is the key to creating the engagement we are seeking. The 24 hour follow rule is probably one of the biggest priorities for any business.

  2. Jacob Yount said…

    Informative post; 2 main things that hit me – less verbiage in all my emails (but especially the marketing ones) and also for the new contacts to be sure I strive for the 24hr turnaround time.

    Appreciate the help from this blog, Michael.

    • Michael Brenner said…

      Thanks Jacob, I think it’s amazing how much improvement you can see in the 24-hour turnaround. And so few marketers and businesses look at this metric. But it makes sense. We’re moving to a real-time world (or nearly) and those companies that can capitalize will win more business.

  3. Doug Kessler said…

    As always, great advice.
    Simple. But so few B2B marketing emails follow these!

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