How can I overcome rejection from email marketing?
Everyday I get told to send an email describing my business and if they're interested, they will get back to me. I want to reduce the time spent on sending pointless emails and engage directly with the clients. I doubt people are reading the emails, and the time spent sending them is becoming too time consuming. How can I overcome this?
I believe creating relationships rather than mass emails is the only way to go. Referrals from people you know are quality leads with people you actually want to do business with.
Use a version of what you just said in the next email. "Dear _____, I'd really love to get to know you better through either social media or skype, do you have a preferrence as to which platform we could chat on? I'm curious about your perspectives and feel like email is just not the best way for us to talk. (twitter link) (facebook link) (linkdin link) etc etc
You are right, this is a totally different question! And yes, it us usually a brush off. Here are some thoughts.
On the initial qualification call, lead with the problem with which your prospect is dealing. In other words, what problem are you solving? Based on your profile, it looks like you are selling research and analysis. Perhaps you can lead by offering a sample (e.g., a mini-report). Then, if you are asked to send an email, you can include something that is theirs to keep, whether they work with you or not. Keep the information relevant and client-focused. Whatever you deliver should be something of real value that showcases the type of work that you provide. And, it should catch their attention.
Also, reach out to the highest level in the organization that you can. The lower you get on the food chain, the more likely you are to get a canned 'send me an email' type of response. If you get the buy-in from the top, you will be directed to the right person, but your solution will be given more weight because it came top-down.
Hope this helps. Please feel free to reach out to me if you have more questions: firstname.lastname@example.org.
Email Marketing is still a great tool to engage with potential customers and new leads. The important aspects you always have to consider are:
Subject Line: craft specific subject lines that will spark interest in you potential customer.
Length: keep it short. People are busy, therefore your message should be concise and to the point.
Style: be visual. Use tools such as Mail Chimp to craft good looking emails. Relevant images, Infographics and other media are usually a great tool to help your conversion.
Content: educate, inform or entertain your customer. Make sure your email marketing campaign is giving something to your leads, this will also establish a stronger relationship between you and your customers.
I often get cold calls when I don't have time to chat, so my answer is to send an e-mail with details and if it's something I'm interested in, I'll follow-up. The key here is if it's something I'm interested in. Most of the time, it is not something I need. And I'm not going to try a service just because I received an e-mail. We have no relationship and I have no loyalty to to the person sending the e-mail.
A better way is to develop a relationship and not try to sell for quite a while. One thing I find extremely annoying is that after I accept a connection request on LinkedIn that they immediately try to sell me on their product or service without even trying to get to know me or my needs. All that does is turn me off to wanting to use them because they don't really care about me, but only about getting a sale.
Use this info to tailor how you interact with prospects and you may find a better response.
Your questions is one that belongs about 20 deep in a list of more than 30 questions that need to be answered in order to development and implement a marketing program for whatever is you sell. From an effective "time use" perspective you'll need to capture the specific and relevant questions being asked by your prospects and from that information compile the 5 or 10 most frequently asked questions (hence the FAQ sections you see on many websites). With these you can quickly and easily respond to information requests uncovered during phone conversations. A more comprehensive "special report" would be an excellent marketing tool for selling a product that has a need for more detailed education in order to fully understand the value of your offer.
There is a long, involved discussion required on "why anybody buys anything" and "how a prospect makes a buying decision". The reasons and the process behind a purchase, especially in a B2B sale, is definable and repeatable. It is not a "whoo-whoo" kind of "un-knowable". Marketing success is assured when you apply this immutable formula that is easy to understand and works in every case for every product in every industry...I.E.E.O.
That being said:
1] What is it you're trying to sell?
2] What is it your prospect interested in buying?
3] What problem does it solve?
4] What job does it do for the buyer?
5] Who are you selling to, who decides the priority (guards the gate), who decides the best solution, who writes the checks, who uses the product, who decides if it works, who decides if it has enough value?
6] Where do each of these people look for information about what you sell? (email, phone conferences, salesmen, newspapers, magazines, websites, postcards, billboards, posters, seminars, Facebook, LinkedIn, Twitter, another 20 or so tactical marketing tools.
7] Which source of information will they trust?
Every product or service has its own "Educational Spectrum" (ED) that a potential buyer must travel as they come to a buying decision. Some products have a very long complex ED (think buying a new power generating station). Some have a very short un-complicated ED (think buying a cartoon of milk). Your product probably falls somewhere in the middle between these two.
If you REALLY want to know what to do reach out and we can talk.
Great question. I have a lot of clients in the same boat. Here are the top 3 things I have found to be most effective.
1. Use automate emails as a follow-up to stay front of mind of your customers, offer added value and interact with them. - Automated emails that add value to your current customers and prospective customers let them know that you are a professional. Your interaction will vary depending on what is in the email. Video trainings on your core subject are best but coupons and helpful articles in your subject matter are also good.
2. Use emails as part of a 3 step process. Send an email, do a follow up phone call/ calls and snail mail follow up. We are bombarded with hundreds of emails an do not even see all of them. But when you use them in this process, you can ask the prospective client, "Did you get the email I sent you?" That can lead into your sales conversation. After the call, send them a note in the mail thanking them for their time and offering yourself as a resource for them. Not many people send correspondence in the mail so you will stick out a lot more than on email.
3. Change the way you look at email! Use email as only one of the tools you use to market your company. Measure and track the success of your emails (open rates, etc.) and adjust subject lines, content and times sent until you get results you are looking for. Sometimes this process takes a while.
I hope this helps. If you have more questions or would like more information, just reach out to me at DavidBrownlee dot com.
Business Coach - Author - Speaker
This video gives a good approach to writing these emails and also an idea on how to build a bigger list - http://www.salesnexus.com/starter-kit.html
Define your client's needs (the niche), what your company can offer (which is different than other companies) and find ways to meet them in person, if possible (find events they attend, webinars, conferences, associations).