Email is used by marketers a lot more than you might think. There are advertisement and inbound marketers gaining your attention through you. In other words, Email marketing is NOT dead! In this article posted by Create the Bridge, they explain some of the ways email is used to gain leads. There are three types of leads: word of mouth, inbound, and outbound. The best marketing firms use email as an opportunity to learn more about their customers and 89% of marketers said email was their primary channel for leads. It is also been found that email is significantly more effective than social media. Email is 40x more effective than Facebook and Twitter combined.
Is it legal to cold email?
It is if you don’t use false or misleading header information, don’t have a deceptive subject line; use a subject line that accurately reflects the content of your email, include sender’s postal address, identify the message as an ad, and tell recipients how to opt out of receiving future email from you; include a working unsubscribe link in every mail you send.
How do I improve open rates, responses, and click through rates?
–RESEARCH: Know your target audience; this is the most important step. The quickest way to ruin your chances of a sale is to choose the wrong prospect.
Create the right customer persona; understand who you’re speaking to.
–PERSONALIZE: Write what your prospects care about; the more information on them, the higher probability of replying.
-KEEP SUBJECT SHORT: The subject line should be to the point – summarize.
Localize where your company is.
You have three seconds to make an impression in the email – answer “what do you want?”.
Personalize each message.
–FOLLOW UP: Send a follow up 3-4 days after the first
How to Connect with Email-Fatiqued Prospects in Three Simple Steps helps to explain how to keep people subscribed to getting your emails.
1. Show subscribers you’ve got more to offer than deals and discounts
subscribers are looking for relevant, sharable industry insight, inspiring positive change.
2. Offer a steady stream of customized content through an automated series
Show you have valuable information to share. Create meaningful, periodic touch-points to remind subscribers that you’re a valuable resource.
3. Give customers the option to connect a little less frequently (if they ask for it)
You don’t want them to feel harassed from too much contact.
If they still feel like they want to unsubscribe, its OK because there are so many subscribers out there!
Here are some Email Marketing Essentials from Constant Contact. They also mention that social media is a good tool for building relationships, however email is still the most cost effective and easy to reach the most customers.
10 Keys to Email Marketing that Works:
1. Only send email to people who know you – ask permission before adding a new contact to your email list. Prospects will almost always open emails from those they know.
2. Don’t treat your contacts like names on a list, treat them like people – don’t miss the opportunity to build these relationships.
3. Send relevant content that has value to your recipient – email marketing is about listening to what your audience is interested in and providing an experience that’s relevant and valuable.
4. Engage your audience with the content you write – create content that your contacts will find interesting. This starts with having a thought out content plan, list of reliable content sources, and commitment to knowing your audience. Pay attention to what you contacts are saying and questions they are asking.
5. Maximize your delivery rate – look at bounce reports. Emails can bounce for a number of reasons, keep an eye on them to remove addresses that are having issues.
6. Never share your email list – for privacy reasons. If you do, it could damage reputation, relationships and trust. Also avoid buying lists from third-party vendors.
7. Set expectations (follow through) – understand that signing up for emails is a clear indication that your contacts are expecting something of value in return. And know exactly what your contacts are expecting.
8. Look professional whenever you communicate – you can access professionally designed email templates that can be customized to match your brand.
9. Regularly review your results – open and click-through rates are the most effective metrics. Also pay attention to bounces and unsubscribes to help you determine problem areas.
10. Go beyond the inbox – use sites like Facebook, Twitter, Pinterest, and LinkedIn to reach new customers. You can also send emails that will drive traffic to those sites.
I also watched some videos from HubSpot about the following:
Sending the Right Email to the Right Person
This video also explains how email is still relevant and useful now. Maybe even more than it has ever been. Email is versatile and can nurture many different leads. You can also continue to use email after you gain a lead and a customer.
The formula for knowing who to send the email to are these 4 steps:
1. Determine who your audience is – cold hard facts! What is your buyer persona?
2. Segment your contacts database to match that audience – geography such as IP country, time zone, area code, address, and use data about a person’s company.
3. Send the right content at the right time to that audience – supplement your email marketing with blog posts and content to make sure your lists are healthy and growing.
4. Use it to nurture that lead into becoming a customer – building relationships with prospects with the goal of earning their business when they’re ready. Can’t force your leads to buy from you.
Here are some other best practices for email perfection:
1. Define a clear goal for your email
2. Personalize where appropriate
3. Focus on engagement
3. Test and analyze
Smarketing is another video that explains how to align your marketing and sales teams with common goals within a business or organization to achieve great results.
Here are 5 critical best practices for aligning marketing and sales:
1. Have the same organizational goals – get on the same team
2. Visitors and leads goals should be tied to the sales quotas – visits, leads, customers
3. Marketing and sales must have visibility into each other’s goals and progress – real time information allows for real time adjustments and improvements
4. Base compensation on shared marketing and sales goals – money can be a valuable lever for jumpstarting organizational alignment
5. Don’t forget about your personas – align around those personas
Here are 5 steps to integrate smarketing:
1. Speak the same language – marketing/sales funnel:
-top-prospect/visitor and lead
-middle:shared marketing qualified leads- contacts who have raised their hands and identified themselves as more deeply engaged, sales-ready leads. Sales qualified leads- MQLs that your sales team has determined to be worthy of a direct follow up after thorough examination.
-bottom:Opportunity and Customer
2. Implement a service level agreement – each team commits to accomplishing something in order to support the other in reaching the shared revenue goals
3. Set up closed loop reporting – completes the feedback loop between marketing and sales
4. Rely on data – separate reality from perception. Use data to figure out what’s wrong and how to fix it
5. Maintain open communication – weekly smarting meetings, monthly management meeting, campaign communication, and product communication
The last video I watched was Taking your Sales Process Inbound, buyers have more information available to them, and higher expectations for a relevant, personal experience when making a purchase.
-Evolve our selling in order to keep up with your customer’s buying habits
4 practices for effectively transforming the way you sell:
1. Transform the way you target accounts – make sure you are targeting the right people
2. Transform the way you prospect accounts – research your lead thoroughly; company information, understand the business, social media, and lead intelligence
3. Transform the way you connect with accounts – build rapport, know your audience, speak the prospect’s language, be helpful
4. Transform the way your prospects perceive you as a salesperson – be a sales educator, make your sales organization human again, become trusted advisors
Positioning Statement: an expression of how a given product, service, or brand fills a particular consumer need in a way that its competitors don’t.
-The root, which must contain a reference to talking to a bunch of people, just like them.
-Two separate positions, so that you have twice the chance that what you say will resonate with the prospect.
-Ask a question that gets them to elaborate on their experience with the two positioning statements.
Although it seems as though HubSpot is a monopoly for digital marketing, all of these steps have been previously explained in the blog. This means that more companies than just HubSpot have the same tips and strategies in order to make good email marketing!
New Breed (an inbound marketing shop) has a Complete Guide to Inbound Sales ebook. They talk about how understanding what it takes to sell your product or service is the key to business success. The key here is knowing who your buyers are, and knowing their interests, being able to identify problems and find solutions in order to add value. Inbound sales in much more personal than regular sales. Selling a product is not just about sales but also how to market. The easiest way to build cohesion between the two is to have a service-level agreement (SLA). SLA is like a contract designed to help these two teams work cohesively and put equal effort into the process and hold each other accountable for the results.
How to do this?
1. Calculate the Marketing side
– Sales quota x % revenue from marketing leads = Marketing-sourced revenue goal
– Marketing revenue goal/Average sales deal size = # of customers needed
– Customers/Avg. lead-to-customer close % = # of leads needed
2. Calculate the Sales side
– time and resources to analyze follow ups for each lead
3. Set Up Marketing SLA Reporting
– now that you have goals, put the metrics into a report to track the goal on a regular basis
4. Set Up Sales SLA Reporting
– graphs monitoring speed to follow up and depth to follow up
Building the Inbound Sales Team
1. Hiring Process
2. Fostering a Successful Sales Rep
– Encourage sleep
– Educate them on your product
– Set goals
– Instill core values: motivation, honesty, helpfulness
– Leverage sales enablement tools
– Maximize CRM
3. Optimize for Greater Success
Inbound Sales Tools
Sidekick – powerful Google Chrome extension
HubSpot CRM – organize every detail about your contacts
InsightSquared – top Salesforce Analytics app designed for data-driven executives
LinkedIn Advanced Search – finding new, qualified leads
TinderBox – sign documents electronically
Those are a few. Take a look at the ebook to find more!
Thanks for reading,