Our recent survey revealed a stark difference related to the impact of email in new business prospecting.
· 57% of marketers indicated that email is the top means of learning about new agencies.
· Only 12% of agencies identified email marketing as being one of their top three most effective means of generating new business.
While the measuring sticks aren’t directly comparable across the two groups, it raises this question:
Are agencies making the most of email marketing in their new business programs?
Books have been written on impactful email marketing campaigns. Here are just a few thoughts:
1) Which purpose do your emails tend to serve most: adding value or self-promotion?
An email marketing program should be viewed as a commitment for the long-term, designed to build relationships over time.
Content needs to offer real value by sharing knowledge, offering insight or provoking deeper thinking.
If your email marketing has not been generating results, evaluate the content.
Predominance of “news” about the accomplishments of your organization or people, or overt selling messages about your services is not likely to generate the response you are seeking.
2) To what degree do you personalize your email communications?
Cross-industry data compiled by SalesStaff relate the importance of personalized, relevant emails:
· 64% – the percent of email recipients opening email based on the subject line alone
· 22% – the increase in email opens associated with a personalized subject line
· 14% – the improvement in click-through rates associated with personalized emails
· 18X – the increase in revenue associated with relevant emails compared to generic, broadcast emails
3) Do your emails include a clear call to action?
What do you want the recipient of your email to do?
Don’t be coy with your call to action. Early in the communication, make it evident.
Think about how to convey the call to action in the email headlines, links, design, even the subject line.
From what marketers are saying to us, a well-strategized email marketing campaign can build awareness for your firm – and new business!
Develop it with the same strategic and creative diligence you give to your clients’ businesses.
In doing this, email can become a highly effective new business tool.