Life Business and Money - Proven Sales Strategy Aids Email Marketing Success

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6 Weeks To Revenue! Week #5: Proven Sales Strategy Aids Email Marketing Success
By Dirk and Bertrand’s Good Friend Craig Klein CEO of SalesNexus
 
Most businesses fall into one of two habits in their email marketing.  Either they struggle to produce an email newsletter each month or even once a quarter or, they repetitively send “sales pitch” emails.
 
The newsletter approach can be effective at nurturing relationships with existing customers but, can become stale and is unlikely to actually generate new interest or leads and sales.  Continuously sending out “Save 20%”, “New Product Announcement” and other purely promotional emails will have a low response rate and higher “opt-out” rates.
 
Certainly in small businesses and often even for professional marketers, creating an on-going program of engaging and relevant content to drive email and other marketing efforts is a challenge. Here again, the chasm between marketing and sales rears its ugly head.  Sales people typically know their customers well.  Unfortunately, the instinctive knowledge about customers wants and needs sales teams possess is not frequently or clearly shared with the marketing team.
 
Marketers are trained to identify personas.  Painting detailed pictures of “straw man” customers is a powerful approach to targeting market segments.  Personas are frequently focused on demographic specifics.  What are customers’ typical education, income, neighborhood, hobbies, etc?
 

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