As we all know, Lead generation as an activity is most important drive for any business and its significance is often marked by set of challenges. While, we speak about multiple types of marketing strategies and carry out various methods for penetrating the penchant of our product/services offerings, in a pursuit to create opportunities. Agreeably, there are different types of proven techniques which yield sound lead generation.
One of the significant practices is email
marketing - Talk about “definitive
lead generation”. I know what you guys are thinking – especially my confreres
who would agree that, how hard it is, just to get someone to open marketing
emails!! Anyway, this isn’t a downer though, so don’t worry we all got each
other’s back here!
However, towards the point of discussion, one question really bugs me and
has always been at the back of my mind. A thought that is very foundational. I am sure you guys too might have pondered
over it and as most of us still do. -- 'So, why should someone read our marketing
emails?' and 'What does it take, to get hold of that Attention?'
Alright, let’s delve a bit more and try find some answers, while we further brains storm:
·
Is it the credentials
that adds weight to the email?
·
Is it the content? Html, links or specs/info graphics that gets attention?
·
Is it the skilled and tactful business
writing that attracts readers?
· Does Subject lines, personalized
captions and customization works better, despite it being a time consuming
ordeal.
·
Is it the timing at which the email
gets to your prospect’s inbox?
· Is it just the quantity of emails that
needs to go out, that should ensure better hit ratio.
·
Or is it a small and precise email
which is to the point that does the trick?
·
Is it that follow ups and persistence
ensure better possibilities of a response?
·
Are Informative emails without business
solicitation better?
· Does reducing hyperlinks and imagery as
well as having legitimate subject lines curb the chances of an email having
rendezvous with recipient's junk folder?
I am sure all if these above
question did resonate. The answers are as clear as the questions itself. As you might have already observed that all of the above points are significant aspects towards successful email
marketing.
Having said that, there could be lot of permutation
combination or mix and match in the types we discussed. Honestly, like we all know all of them
work or at times few of them work better than the others. Our answers are as good as
our campaigns. --- Okay no hard feelings
here, we all are trying, aren’t we!! Personally, I feel, one can really use
multiple types or combination of email and then track what works best for
the business. Although, there is no formula towards email marketing success.
Experienced email marketers know
this, hence they consistently experiment and modify their emailing strategies. And yes along with this, preparing well
or working on the target audience helps great deal to get best of your campaign
along with combination of email marketing components. Research shows
that targeted campaign yield better hit ratio.
Since
we are talking about email marketing here, let’s look at the benefits:
·
Highly targeted and allows good ground
for customization
·
Can have quick turnaround time
·
Effectiveness can be measurable
·
Allows vast coverage
·
Definitely cost effective
So, this was just a brief hover on the foundational thoughts on email marketing. Hope this has been insightful! Happy Prospecting!!
Kirit Mandavgane
