subject: Email marketing sales leads and email deliverability [print this page] With the buzz of social media marketing getting louder, marketers cannot ignore the potential of email marketing. Social media sure has benefits for customer
interaction and engagement. Email marketing has an unbeatable capability to bring in leads to the sales funnel.
B2B marketers often complain that they don't have anything new to share, so they don't send emails to their prospects. They also fear that their email
recipients will mark them as spammers. This should not be the case. You shouldn't underestimate the power of email marketing. Low-profile companies too have
done great with emails.
The most important part of an email is the content. Today, customers don't mind getting consecutive emails about the usefulness of your products/services.
Especially, when they are negotiating with other service providers as well. More frequent and interesting your email is, greater is the chance of them
signing up.
Similarly, if you think that email is only about sending events date, venue, etc., you are wrong. Educating your prospects about the various steps of the
sales process he/she will be undergoing is also a good content for your email.
Email marketing sometimes takes more time in nurturing a prospect to make it a ready-to-buy lead. You need to have patience and segment your email list based
on which contact needs short-time nurturing and which requires long-time nurturing. There also will be a segment of contacts who are inactive. You have to
prepare a separate strategy to engage them and prepare them to purchase.
Email marketing is here for more than a decade now. Marketers still get cold feet thinking of email deliverability. Each email campaign brings the true
picture of how many emails actually made through the spam filters and reached to the inbox.
With in-depth analysis of your email deliverability report, you can see there are contacts who have not shown interest in your consecutive 4-5 emails. This
article talks about how to deal with those inactive email recipients.
The reasons behind contacts from your email list not responding can be:
1. Change of their email addresses
2. May be they are not interested at this point of time
3. Your subject line is dubious
To start contacting these inactive lot, you can send a series of emails with a title "Renew your subscription". Ensure the email content is not very lengthy.
You can put the message straight like "It's been long you have not replied to our emails. Would you care to update your opt-in status by clicking on the
Resubscribe or Unsubscribe button?"
If you still don't get any response, send a last email stating "Your subscription has expired". If he/she wants to reactivate it he/she can click to the
'reactivate' button.
Frequency is another thing you should take care. Try sending 1 email/week for three weeks and see if they reply. If they don't, it's better to remove their
name from the email list before they complain you as a spammer.
What you should remember here is you cannot force them to communicate. However, you can always try in a decent way to make them active.
Email marketing sales leads and email deliverability
