Email Marketing: are you a fair-weather friend or stalker?


By Snow Cahill, Talent and Performance Manager

As a former Sales Trainer, one of the points that I consistently drove home to salespeople was the need for multiple touchpoints, Why? Because statistics about follow-up say that  2% of sales are made on the first contact; 5% of sales are made on the third contact; 10% of sales are made on the fourth contact; and 80% of sales are made on the fifth to twelfth contact. Most salespeople never follow up with a prospect; 25% of salespeople make a second contact, then stop; and just 12% of salespeople make more than three contacts.

How is your business following up with prospects? One of the most effective ways is to use email drip campaigns and it’s as easy as 1-2-3.

1.    You need to first build your email database.

2.    Content is still king! You need to provide relevant content.

3.    Timing is important. You must plan your communication wisely as there are different buying cycles for different products.  Industries with longer sales cycles such as 6 months should send monthly or bi-monthly emails. Industries with shorter, 1 month sales cycles should send weekly emails. I receive emails from some businesses every day and I don’t mind because I’m highly engaged with those particular brands and I will probably buy within a week, depending on the offer.

What is not as easy is trying to manage it all yourself while running your business. It ‘s a fine line between being out of sight/out of mind, and being so annoying that your opt-in subscribers opt-out in droves.  You must keep a keen eye on your campaign and analyze the data so that you know what’s working and can optimize it for maximum results. The best way to do this is to utilize an expert with the technology and the knowledge to manage your campaign.