Look around at the companies who are racking up enormous sales growth numbers and you will almost always find a company who implements an aggressive email campaign. At its core, it is as simple as the old comeback given by Willie Sutton when asked about why he robs banks, “That’s where the money is.”
You may be resistant to using email in your business. We understand. You have visions of ‘spam’ dancing in your head. None of us want to be spammed with unwanted emails – and – we certainly don’t want to be guilty of spamming.
The companies who successfully implement email campaigns are not perceived as spam by their recipients. Here are a few of the secret and not-so-secret reasons why.
Buyers Control the Sales Process
Successful sales processes are truly a cycle that involves the buyer in every step along the way. Since prospects are rarely ready to purchase when they become aware of your company, email provides you a way to engage in a conversation with them in a personal way. The buyer actually determines what they feel is spam and what is useful information they want to receive.
Novice email marketers will use email as a way to deliver promotions. When the recipient only sees promotional material, they will assume there is no reason to open the email unless they are looking for a discount. The business thinks that giving a coupon for their products or services is generous. The buyer thinks it is self-centered.
Buyers want information. That is why they spend endless hours on the internet before making any purchase. Buyers feel total responsibility for being well-informed before they spend a dime. This is true in both the B2B and B2C environment. Send them information that is useful whether they buy from you or not and they will welcome hearing from you in emails. A recent study found that 62% of internet users start their day with email. Be there to help them gather the information they want.
Email marketing ROI
Few investments in marketing provide the measurable results of email. In fact, according to a study done by the Direct Marketing Association, email marketing gets a return of $39.40 for every dollar spent. Since this level of sales growth is remarkable, it makes sense to learn how to leverage it for your business.
Using a CRM (Customer Relationship Manager), email can be set up in an automated campaign that is delivered after certain triggers from the customer. That way the buyer remains at the center of the email marketing campaign. Whether the automated email is for the purpose of nurturing a new sales lead or developing customer loyalty in current clients, the reader’s behavior gives you feedback on what they want to receive from you and what is unwelcome.
Email is a Privilege
While it is really easy to acknowledge that being invited into someone’s email inbox is an honor, many companies don’t recognize it can be a reciprocal privilege.
Think about the information addiction of your buyers. A huge percentage of the people who make buying decisions for your product/service sit in front of the television at night to gobble up more information. It seems that a simple human interaction is too much bother. Meet them where they are every day.
If they are so eternally focused on learning more about the products and services they consume, don’t you owe it to them to provide a little of what you know? Build a relationship with your prospects by sharing stories, showing trends, educating them on the pitfalls of making a bad choice, explain why you have made certain choices in what you offer them.
Connect with prospects using email and communicate like you would to a friend. After all, deep customer relationships are what can drive your sales growth.