If you talk to a seasoned salesperson, chances are they’ll tell you they know what really works. They’ve been in the industry for a long time and they’ll preach that you can’t beat the tried and true formats of decades past: cold calls and in-person sales meetings. But we’re in the 21st century now, and just as times have changed, sales methods have changed, too. The hottest way to sell these days is through email marketing. But… does it really work?
With so many new tools and startups focused on email leads instead of phone leads, let’s find out the true impact of email marketing, and discuss some email marketing tips and tricks you can use to enhance your lead prospecting!
True fact: email marketing has TWO TIMES higher ROI than cold calling and networking events.
People are on the go and rely on their smartphones more than ever before. Many employers expect their employees to be connected constantly and check their emails at all times, from wherever they may be. In fact, according to the Pew Research Center, 52 percent of US mobile phone owners access their emails from their mobile phones. Additionally, Forrester Research discovered that of out all emails sent by retailers, 42 percent of their email marketing messages were opened on mobile devices.
What does all of this mean? People are reading their emails on their phones, and often reading emails while they’re doing other things. Things like commuting, standing in line at a store, etc. That means sales emails have a chance of actually getting read on a mobile phone, whereas people are likely to hang up quickly on a cold call.
Design your marketing emails to be mobile friendly. If you’re conducting a mass email prospecting campaign and you’re using some design elements, keep the design easy and responsive. Also, keep text to a minimum – make the important message clear, and put it right at the beginning. Most email leads aren’t very likely to read all the way through a long pitch, but will respond to the right content if they see it the moment they open your message.
Personalization and Segmentation
Email marketing allows you to easily segment your target groups, something that is not only difficult with online marketing, but is also expensive. By creating lists of profiles (using tools like FindThatLead), you can easily send out targeted emails to specific groups. By sending engaging content to the right email leads, you’re greatly increasing your chances of getting a response.
Don’t worry if something isn’t working at first. You can easily change, modify and test the content to see what sales methods work best for your prospective clients. With traditional marketing, once material has been printed and sent out, there’s no going back.
One hard truth of marketing and sales is that people simply don’t want to be bothered by salesmen. There is a chance that they may be interested in your product or service. But, these days people only want to hear these messages on their own terms.
So, how do you find the right moment to contact your leads? Email is the best, least intrusive way to contact new prospects. In their email inbox, they can open and read your email at any time (probably on their mobile phone). We’ll even let you in on a secret: the best time to email new prospects is between 8 AM and 3 PM.
Of all the marketing options available today (cold calling, events, trade shows, online marketing, ads, etc) the easiest and cheapest option is email marketing! If you don’t have the budget to spend large amounts on marketing campaigns, a travel budget to go to industry trade shows, or even a budget for simple social media marketing campaigns, then email prospecting is the easiest and most effective way to generate leads. It’s by far the most affordable way to reach your prospects!
Even if cold calling seems like a cheap option, when you think about the phone bills and labor hours, you’re using up a lot of resources that could be better focused on other projects. Consider all the employee hours spent on the phone; is that really the best use of their time? One of the best uses of email is saving you and your staff more time. Get smart about your sales methods, and cut out the bulky waste.
The FindThatLead app is one of the fastest ways for you to find the email addresses you need. Goodbye, cold calls! By logging into Linkedin, you can easily find and export the contact details of your prospects, without having to be a first degree connection. Email marketing made easy, and cheap too!
Download our FindThatLead tool and tell us what you think!