Written By: Kendra Lee
If no one opens your emails, then you have a problem! Use these strategies to turn your email campaign results around and generate higher quality leads.
Even if you have a clean lead generation email list, if people never open your emails, you’ve got a problem, and purchasing a new list isn’t the solution (although that’s often the approach many business owners take).
Here are four strategies we use with our clients to turn their email campaign results around and begin generating higher quality leads for them to call.
It will take some time to re-capture their interest, but as they notice you are no longer trying to sell to them with every email, they’ll begin to engage again.
Recently one our IT managed services clients started calling members of their non-responsive, targeted email list. A number of them confirmed that they hadn’t noticed the emails but that the topics were definitely of interest.
During his calling, the sales rep from our IT managed services client discovered that more than 40% of the companies who had never responded were bad data. He also discovered a large portion of the contacts on his email list were smaller than their sweet spot sales prospect. The business owner thought he had a good email list – until his sales rep started calling.
For large lists, we use ExchangeLeads to validate data. Check them out if you want to validate your list.
On the plus side, not only will you engage with people who have previously been unresponsive, but you’ll also reach new prospects who aren’t on your email list but probably should be.
Strategies 2, 3 and 4 are time intensive when you have a large list. In that case, focus on the non-responsive contacts to carve out a test group and evaluate your findings. You can make a better decision about your next step when you have more data.
Kendra Lee is a top IT seller, sales advisor and business owner who knows…
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