Open rates and click-through rates are average at best, and the phone isn't exactly ringing off the hook. As for as you can tell though, you have done everything correctly - it just doesn't seem to be working.
What do you do about this? How can you improve the situation?
The answer to your problem is that you need to develop a prospect segmentation strategy. By doing so, rather than having one large database that you send the same information to, you will end up with smaller segments of the database that are filed according to interest and need.
Prospects within these segments receive information that is tailored especially for them, based on how they have previously interacted with your emails and even your website. That way, they are all getting the information that they specifically want and need, rather than a one-size-fits-all approach that is rarely relevant to anyone.
For example, let's say that you provide four basic types of services. You would set up a database and lead nurturing track for each and, over time, these databases would be populated by contacts/leads who had clicked certain links or had visited certain pages on your site related to each service.
This allows you to really narrow down on the type of information you send to people, making your communications timely, relevant and useful. If someone only seems interested in service 'B', why bother diluting your content with another message that isn't relevant?
Another way of thinking about this is that you have a series of 'pots', which are collections of contacts/leads that are grouped together according to interest and need. By being in these 'pots', they are going to be sent information that is relevant to their needs at that particular time.
That actually leads me on nicely to...
Prospect segmentation is a fluid process
Of course this is a fluid process too - it's easy to move a prospect from one database to another if your system finds out that their needs and interests have changed. It's about delivering the right kind of information at the right time. Doing this will give you a much better chance of getting that phone call, rather that relying on a one-size-fits-all approach like standard monthly newsletters.
There are many systems available on the marketing that will help you take care of this in an automated fashion. Prices and functionality very greatly, although to start with, all you need is a system that will help you collect and manage contacts/leads in an automated fashion.
It's important that the software should also be able to move leads from one lead nurturing track to another by following automated rules that you set in place in advance.
A few great places to look are as follows:
- It will make it easier to maximise returns from your contacts over the long run
- Your contacts and leads will benefit because they'll end up with more useful communications from you
- It will make you look more credible to email recipients - when was the last time you thoughts that a company sending an impersonal, one-size-fits-all newsletter was on the ball?
Thanks for reading,
By Alan MacDougall