Email is a great way to make contact. More effective than phone contact, it is less time-consuming and therefore less expensive to implement. For your sales team, it is a great way to deliver quality content while also boosting your sales efforts. While there are some rules to follow when it comes to content, the email base of your recipients remains key to the success of your email campaigns.
Send mail or call?
Direct prospecting
What form should your first prospecting contact take ? Email? Phone? This largely depends on the nature of your market. If you don't have many leads, why not call directly? Yes, but to say what? While email greece whatsapp data allows you to process a higher volume of leads, it also provides a good excuse to call later. "Hello, Mr. Dupont from company x. I sent you an email..." This is the best chance you have of not being greeted with the traditional "Send us an email...", a phrase that is systematically used when you are trying to avoid a response. If you have already done this, you can recover immediately.
The difficulty of calling
The first contact is a cold call or cold mailing . The ROI (return on investment) of cold calling is very low: around 4%. It must be said that companies are very busy, and cold calling can be seen as intrusive. As a result, cold calling has become a real sport! Telemarketing requires salespeople to be tenacious and persistent. But even the most motivated risk becoming demoralized when the umpteenth call is unsuccessful.
Direct mail as an approach technique
In B2B , direct mail is the preferred channel for finding suppliers. Fevad’s study reveals that it is responsible for 63% of purchases. In terms of ROI, sending emails achieves a result of 12%: three times better than phone calls. In addition, it is less time- consuming , because you are approaching a large number of potential customers at the same time. This saves your sales team time, allowing them to focus on the “hottest” prospects.
The rules of good direct mail
Be brief and personal
Your correspondence should be concise . Be concise to better capture attention. Personalization is also key: address the person by their first name , mention the company name, and tailor your message to their situation.
Write a good subject line
The subject line should also be short but effective . There is nothing worse than sending an email, receiving it in the inbox , and then not being read because the subject line was not appealing. You need to be successful in grabbing attention , arousing curiosity , and capturing interest . Don't talk too much to keep people interested. If your open rate doesn't exceed 20%, it's because your subject lines need to be redesigned. AB testing is a method of testing two variants and analyzing the results to select the best one. Some direct mail software packages offer this. This optimizes the delivery rate of the mail you send.