Could you do with a greater return from your email campaigns?

Email campaigns are very effective at putting your offer of a service or product in front of potential customers.

If you target the right audience, i.e. the people who are likely to need your products or services, email recipients are likely to engage by reading your information and clicking-through to your website, a blog or an article to find out more.

The problem is, if they are unsure about what they really need, have unanswered questions, their attention is diverted to other issues in their business or they are simply not ready to buy, the journey stops.

This is where follow-up telephone contacts can make the world of difference.

A simple, “no pressure” follow-up call to those who have engaged (e.g. opened the email or, even better, clicked through to a link) can maintain the purchasing journey to a point when your potential customers are ready to buy.

If we accept the premise that on average it takes seven interactions before most potential customers are ready to buy…it’s difficult to understand why follow-up calls are not routinely built into the email campaign strategy and, if they are, why they tend to be the first thing to be given up when resource is needed elsewhere.

How the process should work

So, the first part of the journey is to put your proposition in front of potential customers and identify who has engaged, the second part is to ensure that their interest is maintained, their questions are answered, their needs are identified and contact maintained until they are ready to buy.

How to guarantee success

There are some fundamental steps you can take to ensure success.

Email campaigns:

·???????? Target the right audience – those who are most likely to buy from you.

·???????? Invest in some accurate and up to date email data – avoid email bounce-backs.

·???????? Create engaging, compelling and attractive email content – your customers receive many similar emails each day, so make yours stand out.

·???????? Make your email blasts regular, but not so regular that you alienate your potential customers.

·???????? Choose the right email platform and provide your people with training on how to use it.

·???????? Give your people enough time to manage campaigns effectively.

Follow-up calling:

·???????? Target those recipients who have engaged by “clicking-through” first – then target those who have “opened” your emails

·???????? Make these calls systematically and within a couple of days of sending out emails –while they are fresh in the minds of recipients.

·???????? Ensure your people have the desire, confidence and skill to make these challenging calls – provide incentives and training where necessary

·???????? Use a Contact Management System (CMS) to help manage these contacts to a successful conclusion.

·???????? Give your people enough time to make these calls.

If you are considering implementing an email campaign or would like a greater return from existing campaigns, we would be happy to discuss this with you and point you in the right direction.

Alternatively, if you do not have the expertise or resources in place to deliver a higher return on your marketing spend, we would be happy to develop and deliver an email campaign or follow up calls on your behalf.

If you’d like more information about how email and telemarketing may work for your business, contact us here: https://www.pdtmarketing.co.uk/contact

Phil Gower

Performance Development & Training Limited - Marketing and Sales Performance Experts

01249 758425

www.pdtmarketing.co.uk