Our prospective client/partnership emails aren't getting responses- what are other online marketing tactics?
We are doing online marketing in the area of tourism, we send email to the perspective clients and partners, dozens of emails sent but only one or even no reponse received.
I've sent hundreds of e-mails with no serious response, e-mail has a low response rate overall. Social media, video, company website, blog, PR, and newsletters are all common and effective ways of getting leads online. You need to use more than one and find ones that work for your business and potential customer. I struggle with the same issue as you and you just need to work harder and do more. It's about being noticed and having value in your business that clients will want. Than they will look for your help.
Way more information needed to address this adequately...but here we go anyway.
Do the people that buy what you're selling read email?
Do these buyers look at email to find the information they need to make a good buying decision?
Why are you using email to sell your product? How many other ways are there to get information to your prospects (there are about 30 or so)? Have you tried any of them? How did they work?
Who are you trying sell to? Is this the right person, the one that makes the decision to buy what you're selling? Will this person read an email from you no matter what it says? Would they take your phone call...give you an appointment...try a free sample?
What is the SUBJECT LINE of your email (the headline)? If this doesn't convince them to open and read the email it won't matter what the email says or what you have to sell.
When someone does read your email what do you want them to do? Call you? send you money? Go to your website? Order your special report?
What does happen to your emails? Do they get opened? Deleted?
And then there's this:
Increasing Readability: Language
MYM Tip #60
You need to do this and you need to do it now. Your writing may be an English professor’s dream, but, if it doesn’t help you sell…
Remember, in your marketing, you’re not writing for you or your professor. You’re writing for your prospects, clients, and customers.
When it comes to simplifying your writing (and yes your writing does need to be simplified), the first suggestion is always to use SHORT SENTENCES. Avoid the tendency to go on and on and on in a single sentence.
It makes it difficult for the reader to keep up with you. It makes them work harder to capture your message. Instead of putting two ideas into one long sentence, try using two short sentences. You’ll find it breaks it up and makes it easier to read. If you want some help with this, go pick up a copy of USA Today. It’s a well-known fact that USA Today is written on a low reading level, which is good. That increases the overall readability. Go read any article out of that paper and you’ll quickly see what I mean about using short sentences.
So the first suggestion is use short sentences. The second suggestion is just use SIMPLER LANGUAGE. Here are a few rules of thumb that I employ. Use familiar words instead far-fetched ones. Use a concrete word instead of an abstract one. Choose short words instead of long ones. I think the best way to illustrate this is with a list of complicated words and their more simplified equivalents:
Instead of… Use…
Continue Keep up
Supplement Add to
Acquire Get or gain
Along the lines of Like
As to About
For the reason that Since
In order to To
In the event of If
In accordance with By, under
Prior to Before
With regard to About
Likewise And, also
Nevertheless But, however
See how that will lighten up your writing and make it more conversational? I know that an English professor would be delighted if you used the phrase “in accordance with.” Your attorney might like that too. Your writing is as complex or as simple as you choose. I once heard about a doctor who would lean back in his chair when he was finished with dinner, put his hands behind his head, and proclaim…“My gastronomical satiety admonishes me to such an extent that I am no longer able to indulge myself beyond the limits of dietary integrity.” Translation: “I’m full.” Now that’s complicating it. Make sure that you always remember the rules of thumb I just gave you – use short sentences and simple words – and they will help your prospect immensely, and ultimately, it will make you more money.
The third suggestion for increasing readability is use ACTION VERBS. Before you get scared off thinking I’m about to make you go to the chalkboard and diagram a sentence, relax. This isn’t about being a wonderful student of grammar. It’s just about using certain kinds of words that will wake up your writing and your readers and make them more likely to take action.
Back in elementary school when you first started learning grammar, they described verbs as action words. That’s what you want in your writing, lots of action words. You’re probably thinking, come on, every sentence has a verb in it; you can hardly write a sentence without a verb. But understand this, most writing contains nothing more than nouns and adjectives, glued together with what’s called the “be” verbs: am, is, was, are, and were. To help drive home your story, you’ve got to think like the Chinese. Simplify and get rid of all the “filler” words. That’s all those like “am, is, was, are and were” are…they’re just filler words. They don’t signify any action. That’s why they’re called “be” verbs because they just indicate a state of being – not action.
So what do I mean by action words? Words like blow, break, bring, call, carry, cast, catch, come, cut, do, draw, drive, drop, fall, get, give, go, hang, hold, keep, lay, let, look, make, pick, pull, push, put, run, set, shake, show, skip, slip, split, stand, stay, stick, strike, take, talk, tear, throw, tie, touch, turn, walk, wear, and work.
Using action verbs takes some practice, patience, and persistence. You’ll find if you look at what you or your copywriter has written in the past, it’s probably full of am, is, are, were, and was. It takes discipline to make yourself go back and rewrite the sentence or the paragraph or the page to incorporate live words. But like the writing tips in past newsletters, if you do it, your bottom-line results can be greatly improved. And that’s the name of the game, right?
So the first three suggestions for using language to increase readability were to use 1) short sentences, 2) simpler language, and 3) lots of action verbs. The fourth suggestion then is to use more PERSONAL REFERENCES. What’s a personal reference? It’s simple a word or a sentence that references the reader or listener – primarily with the word “you.” In Dale Carnegie’s classic work, How To Win Friends And Influence People, Mr. Carnegie states that people’s number one motivating force in their lives – for good or for bad – is the need to feel important. He goes on to state that people’s favorite subject to talk about is themselves. If that’s true, and I believe that it is, then you’d be well off to address your writing directly to the reader and make as many references to them as possible.
To me this comes back to strategy before tactics:
1) Can you concretely define your target market?
2) Have you researched how to engage them, noted how like-minded organizations are targeting them?
3) Do you deploy A/B testing in your emails?
4) Are your emails 100% sales-focused, or is there an informative side to your content?
I personally have found that email has garnered good results, but it's a timing game, it's not going to happen immediately. One client of mine was emailing for over a year, then BAM, one message resonated with multiple clients and immediately converted.
I feel that email marketing should now me a part of your overall content strategy (Social Media, SEO, blogging, video, etc) but without concrete research to kickstart it all, could be in vain.
Do the following
1. Search Engine Optimization
2. Search Engine Marketing
3. Forum Posting
4. Social Media Marketing
Use Social Media and Forum to educate and not to sell. This will help you in long run. Does your email have Call to Action buttons and are the email receiver interested or are you just sending emails like cold calling to every one?
I work with many clients in the tourism/hospitality world. I have found that direct mail works the best, I have specialized in this industry for 20yrs and can produce everything in house included the targeted list. Let me know if I can help.
Is your list a solid one or are you getting bounce backs, or people who are opting out? What is your subject line inviting them to do?
Are your prospects on social networks? If they are following you on Facebook, consider putting some of that messaging there. perhaps you can arrange a Google Hangout with partners to talk about your mutual goals and how you can work together. A survey might also be something to send to clients -- even if it is about what they want to read from you.
Email is getting tough because we get so much of it. Cut through the clutter with compelling subject lines, not too much content, a nice image.
There is no easy answer here, and the information you provided is to broad to give real feedback. Feel free to contact me directly on Twitter @ScottPValentine. I have sent out hundreds of millions of emails, so I know I can help,; however, I need to capture more information. There is no simple solution here, and anyone that says so is lying to you.
Email marketing is the oldest form of internet marketing and has been misused by many people, so get a bad rap sometimes. typical open rate is 20 to 23% where as on mobile phone texting you can almost get 90% open rate. Having said that email marketing is still a very effective way to spread the message. If you do it correctly.
first thing you need to make sure that your list is an organic opt in list. If you have purchased a list , that is a NO NO , Just imagine if you were sent a mail by a vendor you did not even know, would you open it? So you need to build that list organically. Typically a bought list or even attendee list from a trade show are not very effective and can even get you in trouble if people report you for spamming.
secondly, segment your list by your demographics, different segmentation may need a different style of message, that will increase your open rate.
and lastly experiment with different times, your target prospects may belong to different segments that open at different times and different days. Typically email early morning before people reach their office is good time to send. It may vary a great deal, so please experiment.
These three measures will definitely increase your open rate and even response rate. Contact me if you need to understand email marketing in more detail.
I am one of the companies that gets these types of messages daily and the problem is that I get 10+ per week. I now just delete them without reading. The problem is that you are competing in a diluted market!
Firstly, phone calls will always work better than email - email takes no effort and you can see that when you read it...
Secondly. WIFM - What's In It For Me? I'm in the business of making money - you need to be pitching to me how I can make more money, not just transfer existing costs to another supplier!
It takes 10 emails to get the same response as 1 direct mail piece, you dont want to feel as though you are spamming clients with a daily or weekly email so you probably send them 10-15 a year - so they respond once to you in the year....but take 2 or 3 holidays.
Understand its cheap to send emails.......but with little or no response try a postcard direct mail campaign and drive your customers to your website with the chance to win a holiday, simply by registering online and then look at a mixed media campaign to keep the customer targeted from all different media angles as per CJ Rapp (great DJ's Name by the way!) above.
Also if you are just telling prospective clients how nice and helpful you are....you are doing nothing different. Think about the sales offer - what can you do that nobody else does??
Flash sales seem to be the buzz thing at the moment, talk to a tour operator/airline/hotel chain and strike up a 48 hour weekend deal, them mail out at the start of the week and email 2 or 3 times over the period - flash sale is coming, flash sale starts tomorrow 9am and flash sale ends in 12 hours...
First, make sure you are using a mailing system so you can track your open rates (I hope you are already doing this!) and making sure your emails get delivered.
Second, try sending them at diferent times, with different headlines, and do an A/B test to determine your best practices.
Finally, make sure you ASK them to do something, such as respond, click a link, ask a question, or fill out a survey. A lot of people think email is a magic selling tool - and it can be - but your audience needs to know what you want from them. Make sure your calls-to-action are clear, concise, and measurable.
Getting response to emails in today's world is tough. If you're expecting the phone to ring as a result of an email blast, you'd better have a "click to call" button in the email. :-)
Seriously - this video breaks down a process that is proven to work with B2B sales - http://www.salesnexus.com/blog/sales-ready-starter-kit-video-series
Also, I like to use SalesScripter.com to get the "messaging" right.
My suggestion is to, before you send out another email blast:
1. Use a "buyers journey", customer-centric approach to understand what information your potential clients / partners would want and use in their various decision-making stages
2. Map potential collateral and contact / communication channels to your customer needs.
3. Create customized collateral and contact channels. Test various alternatives. If what you are doing is not working, try something else.
4. People are responding to generic emails less and less.
In the short term, if you really just want to send out some more emails, at least call some favored clients and partners to see why they are not responding. Or do a short formal study.
Number one reason for little to no response is the fear of spam. It may become necessary for you to travel back a few years and use postcards to get your message out. This may also be the best time because even if no one wishes to admit it, the economy is getting better and people are beginning again to take vacations and trips. Why not travel locally within your own state and expand your mind as well as your horizon. If you need help coming up with catchy slogans to capture their attention, I offer you my services.
First of all, dozens of emails aren't very much. Direct email is numbers game--if you get just a few percent to respond you're doing very well, especially if these ar cold emails. Here's few articles I've written on the topic with some ideas for you:
Due to blacklisting and other email provider problems, a lot of your emails may not even be reaching the prospects. Have you done any data analysis of the email lists? I highly recommend Global Intellisystems as an email provider as they are whitelisted everywhere and have a higher open rate. http://www.gliq.com
Email marketing and CRM have different open rates for every industry. Your open-issue may come down to the email marketing / CRM service you are using. As others have pointed out this can send your emails to the junk/spam folder and never get your proverbial foot in the door. As well, there are many tools that can improve open rates and knowledge about your client marketing demographic. One of these not to be missed: MailChimp has an incredible resource page answering many of these questions ( about subject lines, transactional email, content marketing) http://mailchimp.com/resources/research/
1. CJ is right, what kind of customers are you targeting?
2. The response rate for email marketing depends the market.
3. The other thing is that message you are putting in the email. Is it driving them to take action? Are you also giving them the choice of going to a landing page on your website?
4. For Tourism, I strongly suggest using Social Media marketing. The number one factor that influences people's decision in this market is other people's reviews/opinions.
Ashvin Ujhoodha, CEO, Ecreations Age
Do you have any opportunity to get to know better your clients (through social media for example)?
Try to learn their interests and what do they talk about. And then adapt your emails and other content accordingly.
Try to engage them not only through emails, but also through touristic groups, forums and blogs. The amount of suitable resources is huge.
Email marketing doesn't have to have low open and response rates. It's all about targeting and permission-based marketing. Use double-opt in lists and separate lists based on interests. Where possible, use triggered emails.
Just look at your own behavior in your inbox. Which emails do you open and which not - why?
This is often (not always) the answer to why others are not engaging with your emails.