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Every day, companies spend thousands getting their marketing messages across. Whether it's marketing for individuals (B2C) or other businesses (B2B), everyone puts a lot of money and effort into reaching potential customers and increasing market reach.
However, regardless of method or goal, most marketing communications are one-time opportunities and then the prospect is gone. (Social media is a passive method of communication, and while it's important in overall marketing strategy, the message won't get through unless the prospect continues to interact with the company's social media.)
In many cases this means a lost sale. Customers need to find out about the company, the product, or several times before deciding to buy. If you don't get the prospect's contact information and don't follow up on them, you are likely leaving a ton of money on the table.
There are several ways to contact potential customers, and technology has made many of them easy:
- Text messaging.
- Follow-up calls, even automated recorded voice calls.
- Follow-up advertising campaigns (anyone who visits your website or clicks on an ad will see additional ads on social media, on YouTube, and on the websites they visit.)
- Email Marketing.
Each method has its advantages and disadvantages. Of these methods, email marketing is the only non-intrusive and inexpensive way to reach prospects and customers. The other methods are either poorly accepted by the customer or require more effort and costs.
Text messages are very personal, and unless the customer is strongly connected to the brand, they will likely find SMS marketing messages disruptive. Follow-up calls and emails require human effort and cost more. Automated voice messages also tend to annoy potential customers. Follow up online ads are costly but, if done right, can result in higher sales. However, too many too often can irritate the buyer and cause the company to lose a potential customer.
Related: 5 Tips for Better Email Marketing Performance
Email marketing is more beginner-friendly, less expensive, and, if timed correctly, effective at converting a cold lead into a warm lead or customer. Daily emails are not recommended, especially right after the prospect is onboarded, which is a common mistake. Since your email isn't the only one the prospect receives, having too many emails at once can be overwhelming.
An automated email every five days or even two weeks can help educate potential customers about your business and products, and turn leads into buyers.
So how do you get email addresses? Any communication, whether over the phone, through your website, or social media, should seek the prospect's name, email address, and permission to send additional information.
There are several ways to get customer contact information:
- When your sales reps answer the phone, ask them for the customer's name, phone number, and email address.
- Sales reps and salespeople can ask for names, phone numbers, and email addresses of customers when selling for information on specials and discounts.
- Ads can lead prospects to a login page where prospects can enter their contact information, usually to get information about a specific item, get a callback, or get a free article like a PDF book.
- A subscription form should be available on the company website for people who would like to sign up for your newsletter and receive communications from you.
Email marketing service providers such as MailJet, MailChimp, Constant Contact and many others offer easy-to-use email newsletter systems with templates for creating text and graphic newsletters without difficult coding or HTML knowledge, as well as everything what you need to schedule and send e-mail newsletters directly to thousands of subscribers without using e-mail.
Similar: Why Email Marketing Is Better Than Social Media For Your Business
Automated email newsletter services allow you to add subscriber contact details both manually and through a subscription form to compose and schedule emails to be sent to each new subscriber in turn, e.g. B. Week 1, Email 1; Week 2, email 2; Week 3, email 3; and so forth. Each time a prospect subscribes, a series of automated emails will be sent to the subscriber according to a preset schedule of your choice. You can also send one-time emails and special offers to the entire mailing list.
Automated emails save businesses a lot of time and effort, especially when included on a website subscription form or advertisement. Although new users may find the process complicated at first, it is actually easy to understand and use and with a little practice the solo preneur and small business owner can handle it. Once the emails are created and scheduled, the company can focus on other things while the automated newsletter system takes care of informing potential customers and converting prospects into buyers.