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Making REAL contact with your business network
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Today we need to make the maximum use of the tools we have available to make contact with your business network. Ultimately this will require REAL conversations in REAL time!
In 2001 when we first launched our email marketing service, if we had followed up within a few minutes then people would have been freaked out by the invasion of privacy. They were not used to emails, never mind them being tracked! Today, 8 years on, people who are using the internet surely understand they are being tracked by various tools and should not be too fazed by my intrusion... that was the foundation for my “Generating new sales from existing data” email campaign. Most businesses are looking to grow and last year making 10 calls a week, or each month, may well have found you what you needed. Today you need to make 100 calls as most businesses are being cautious and resisting the urge to spend unless they have to (rules and regs). So, the logic follows, by following up on those showing a smidgen of interest in what we’re talking about then who knows what the results might be! WE DO!! We set up a campaign that said, if people click on the main link in the email to find out more about generating new business from existing data then a second email would be triggered to the recipient saying that I would make contact... at the same time I would be sent an email saying they had clicked and here is their name, phone and email address... I then called in the order they landed in my in box. 2573 emails were despatched. We’ve not gone off harvesting emails as others choose to do. It’s both annoying for the recipient and ensures they conclude “They’re a pain in the rear!” which we’d like to avoid... preferring a positive vibration!! It has been a couple of months since our last communication so there were 17 bounces and 23 unsubscribed from further communications. 595 opened the email, over 23% of those despatched, excellent. 54 people clicked on the main link in the email to find out how to Generating new sales from existing data... that’s 9% of those that opened the email went to find out more... another good result. When the recipient clicked on the link they were sent an email saying that I would be in touch... they were not expecting that email but it prepared them for my call. It also gives them direct access to how to generate new sales from existing data! The reactions of the recipients whave been interesting:
Drilling down on the data and it would appear that for 6 of the clickers I received no trigger... looking at the system on 1 was sent and got lost on its way back... the other 5 must have new business protective suits on their PCs! I’ll give the 5 and the 8 call backs a bell on Tuesday, after the back holiday... Conclusion Make the most of what you’ve got or just sit back and hope things will change... YOU DECIDE! You'd better get a Wiggle-ON! Thank you. Jon Davey 01753 852904 |
