Email Marketing: How to Use Email in Your Sales Process
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Transcript of Email Marketing: How to Use Email in Your Sales Process
McCarthy & King Marketing
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What we’ll cover• Selling … through the years
• The Sales Process – different industries
• Two Distinctly Different Types of Emails
• Email Prospecting
• Using outside lists
• Email Nurturing
• Building a house list
• Automated email
• Email newsletters
• Stepped emails
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Selling …
through the years
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Chasing smokestacks
One-Step Process
1. In-Person Selling (Cold Calling)
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Enter the telephone
Two-Step Process
1. Telephone Appointment Setting
2. In-Person Selling
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Enter direct mail
Three-Step Process
1. Direct Mail Prospecting
2. Telephone Appointment Setting
3. In-Person Selling
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Enter Email …
Four-Step Process
1. Direct Mail & Email Prospecting
2. Telephone Appointment Setting
3. In-Person Selling
4. Email Lead Nurturing
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Today’s Sales Process
• Generate leads with direct mail • Qualify leads by phone• Explore and present in person• Stay in touch and nurture with email
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Different industries
Traditional Sales Model• Lead Generation/Lead Nurturing
Contractor Sales Model• Call for Estimate/Lead Nurturing
Retail/Restaurant Sales Model • Customer Nurturing/Loyalty
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Let’s talk about email
Email Prospecting
vs.
Email Nurturing
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One Funnel Marketing
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Email Prospecting
• Lists• Offers• Landing Pages• Metrics
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Email Lists
• Lists are rented• List owners do NOT release lists• Start with a customer profile• Compiled lists – demographic lists• InfoUSA
• Response lists – behavorial lists• Industry trade journals, associations
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Email Offers
• Whitepapers, ebooks, tip sheets• Webinars, demos, free trials• Even FREE offers aren’t entirely free• How much contact info to require
• Make offer the centerpiece of email
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Email Sample
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Email Sample
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Landing Pages
• After the click, where do they go?• Do NOT use your home page• Landing pages are more focused • Repeat the offer• Ask for contact info• Automated lead processing/fulfillment• Don’t forget the Thank You page
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Landing Page Sample
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Email Metrics
• Open Rates and Click-Thru Rates • Response Rates (leads captured)• Qualified Response Rates• Order Rates• Cost per Response• Return on Investment (ROI)• Lifetime Value (repeat customer worth)
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Email Nurturing
• Email Service Providers• Building a House List• Automated Emails• Stepped Emails• Email Newsletters• Surveys
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Email Service Providers
• Constant Contact• Aweber• Vertical Response• iContact• Mail Chimp
Most start at $15/month
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Building a House List
• Customers, prospects, partners• Upload Excel files or one at a time• No rented or purchased names• Put a sign-up box on your website• Add incentive for joining• Use online and offline methods
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Capture leads on website
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Automated Emails
• Create a series of introductory emails• Build a case for your business• Set and forget it• Emails go out to all NEW leads• Fewer leads falling through cracks
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Automated Emails
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Stepped Emails
Determined by the Offer – • Informational Offers (White Paper• Free Activity Offers (Webinars)• One-on-One Offers (Meetings/Demos)• Diagnostic/Assessment Offers• Presentation (Trials/Buy Now)
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Stepped Emails
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Email Newsletters• Demonstrate knowledge, expertise, authority• Stay simple but frequent• 1 or 2 articles• Different approaches• News• Opinion • Aggregate Info• Tips• Customer Stories• Q&A
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Newsletter Sample
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Surveys• Find out what customers and prospects are thinking
• Qualify new prospects for their sales potential
• Ask customers to rate their satisfaction
• Telephone and printed surveys still work
• Online surveys are faster, cheaper and easier
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Thank You
Bob McCarthy
508-473-8643
www.mccarthyandking.com