Newsletters and Lead Generation

The process of online lead generation is supported by various tools that the internet provides us

. The call center can stick to the traditional ones like emails and websites. They can also try out the new Web 2.0 tools like newsletters and social media marketing. While social media marketing is beyond the scope of this discussion, we will talk about the way in which a BPO firm can conduct sales lead generation through newsletters. For those who have crawled out of a rock, newsletters are like brochures sent by email. The outbound call center team assembles the database of email addresses of the receivers. It the same assimilation of information that the telemarketing team does, except that here they collect email ids that will be used for the delivery of newsletters.

Step two in the newsletter process is to generate the content itself. Call center units have to be careful about the writing and designing of a newsletter. If the purpose is B2B lead generation, the designer has to make a formal newsletter that can be emailed to business heads and entrepreneurs. In case of a B2C sales lead generation, the newsletter has to be catchy and effective. These attributes are not briefs for just the designers. The writers working for the BPO units need to understand the psychology of the receiver before they write the newsletter. The language and the tone have got a lot to do with how successful your newsletter campaign will be. It is something that is fresh on the call center services anvil. So the responsibility to get it right hangs heavy on the BPO service.

Now we come to the delivery of the newsletters. Internet Service Providers (ISPs) and Email Service Providers (ESPs) block newsletters that are sent as bulk mails, especially if the consumer doesn't have you white-listed on his/her email. Lead generation resources can be badly wasted if these ISPs and ESPs block your newsletters. The call center services have to study the CAN SPAM Act in detail. This is a set of regulations that BPO units and other mass email senders have to follow to avoid being blocked. For example, the Act states that you cannot send a newsletter to someone who didn't sign up for it. If the BPO service unit doesn't follow this and sends the newsletters to unwilling receivers, their Internet Protocol (IP) address is likely to be blocked.

Finally, the lead generation cannot happen if you do not leave any contact information in the newsletter. The call center must place the phone number and website links at prominent places on the newsletter copy. The consumer must not have to dig around to fish out a contact id. Have your inbound call center team manning the phone answering systems and the website information stuff. If the consumers contact, the sales lead generation process reaches full circle. The BPO unit must keep in mind that consumers must always be allowed the option to unsubscribe. And if they choose to do so, make sure that they are removed from the database.

Newsletters and Lead Generation

By: jems hug

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