Lead Generation Solutions
eMail Marketing Case Studies
- Promotional Company Uses eMail Marketing to Win New Business
- Insurance Agency Uses eMail Marketing to Sell New Services
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Lead Generation: How to be Successful
Despite the fact that more and more companies recognize the need for and actively seek better lead generation, generating a ton of leads doesn’t guarantee increased sales. In fact, up to 80% of marketing expenditures on lead generation and collateral go to waste because the sales department doesn’t know what to do with them.
Statistics show that it takes six to seven contacts before you can turn a prospect into a customer. But all that contact can be expensive and time consuming. That's where e-mail marketing becomes a critical part of any organization's marketing efforts. E-mail marketing allows you to communicate more information, more often. Your communications can include newsletters, promotions, sale notifications, new service announcements, event invitations, greetings and much, much more. Through the use of an email marketing program, content can be cost-effectively targeted to a lead’s personal areas of interest, providing valuable education and information.
One of the most significant features of email marketing is its ability to target customers. Every email campaign you send out generates a host of actionable data you can use to refine your approach and messages. This feedback allows you to know exactly how recipients interacted with your email. Knowing who opens your emails and what links they follow is extremely beneficial. You are able to automatically create call lists to make better use of your time, only following up with prospects that have already indicated an interest in your products or services based on their interaction with your emails. Through targeting, you can refine your messages and effectively program emails to be sent based upon the way people interact with your emails. You can even generate direct mail lists to send postcards to the recipients who did not open your email. You no longer need to serve all customers and prospects with the same content.
E-mail is also an easy and inexpensive way of establishing early and long-lasting relationships with your prospects and customers. A recent study of business-to-business buyers shows that sales people who become trusted advisors and understand the needs of the buyer are 69% more likely to come away with a sale. With a well-planned-out e-mail campaign, you can educate your customers. Information that educates will make your customers and prospects more likely to buy from you because you have helped them make an informed decision. Your e-mail communications can gently lead a prospect through the sales process, provide important data, and drive the prospect to your website for more details and/or to make a purchase.
Email is clearly an excellent, cost effective marketing tool that gives you insight into what your customers and prospects are interested in, allowing you to make smarter, more informed business and marketing decisions. Continual engagement with prospects using beneficial content will dramatically increase sales close rates.