Consistently communicating your marketing message is an essential part of your marketing communication strategy and a key element of sustaining sales momentum within your sales pipeline. Everyday your customers and prospects become busier and therefore your message would benefit from being delivered on multiple marketing channels such as newsletter (ezine) and direct mail. Using variety as a strategy is good because you may not know which marketing channel will reach through, deliver your marketing message and tip the scale, bringing your business to the top of their mind. Increasing the channels you communicate through and the frequency of that communication, increases the chances that when your customer is on a burning platform and looking for solutions, your message will be there to solve their problem.
Email, phone, direct mail letters and email campaigns can all play a part within your marketing communication package. In the past I have mentioned I use ACT as my contact database to deliver email campaigns. For example I use email campaigns to deliver the newsletter for my company Executive Sales Support. You may have considered sending a campaign to market your business. Let’s that a look at newsletters sent via email campaigns and how analyzing the newletter statistics they generate, can help you zero in and sustain sales momentum.
We might think of email campaigns as the direct mail of the internet, although there are several added benefits when you utilize email to deliver your message. Benefits such as delivering your message to more customers and prospects and delivering it faster are some of the first benefits I think of. These alone help sustain sales momentum within your sales pipeline simply by casting the net wider and increasing the number of customers and prospects that hear your message.
Delivering by email campaign gets your message working overtime in several additional ways. Most importantly, email campaigns generate statistics. Let us take an overview look at how analyzing these statistics can improve the effectiveness not only of your message but also your ability to follow through.
One way to start utilizing campaign statistics is to implement split testing to improve message targeting. Split testing is a method that sends your message with two slightly different wording and uses statistics to determine which message drew more attention. Another important factor about email campaigns is that they enable you to highlight words within your message. The highlighted words, called hyperlinks, take the reader to places such as your website, where more information about your business and the products you offer can be found. As these links are followed, statistics are generated. Analyzing this statistic, gives you insight into generally which products interests the readers of your newsletter and specifically who is interested in those products.
In summary, email campaigns improve your ability to sustain sales momentum within your sales pipeline by not only delivering your message to more customers and prospects and doing it faster, but also by producing statistics. Analyzing these newsletter statistics, gives you insight into what interests your contacts, enabling you to target your message more effectively and improving your follow up by equipping you with statistical knowledge
While you are out seeing clients and closing deals, do not forget to ask how your customers and prospects heard of your company. Their answers will enable you to track which communication channel is providing impact.