So you’ve created and sent out a great email campaign -- one laser targeted to your audience. From valuable content that addresses their daily challenges to a call to action (CTA) that generates clicks -- job well done, right?
While most B2B marketers focus on the outbound email itself, many don’t have a strong plan in place for follow up. So what’s the best approach to take for responding to those who reply positively to your email message? Here are three ways to conduct effective follow up for today’s most common categories of email campaigns:
After the webinar or conference, follow up with all participants, offering additional information such as a recording of the event or other related resources, or an opportunity to set up a consultation. You should also create a special message for those who registered for your event but didn’t actually attend (start with “sorry we missed you” and offer additional information and potentially the sales engagement).
Your decision to call or not lies in your target customer, your company’s style and product, and your call to action itself. If your CTA is more general or might be considered early in the buying cycle, an immediate call may not be in order. If the CTA is nearer to the end of the buying cycle, perhaps a follow-up call – or additional incentive – can close the sale.
It’s clear that sending out the initial email campaign is just a part of the marketer’s journey. To be successful, you need a good follow-up plan that nurtures your prospects into paying customers. This plan should be built into your campaign right from the start.
In next week’s blog, I’ll provide some recommendations for following up with those prospects who didn’t respond to your campaign at all. Obviously, they’re missing out!
Outward Media’s accurate, targeted email data can help you expand your email marketing reach, and ultimately, convert more prospects into customers. Ask us how. Also, take a look at our complimentary new e-book on building a successful email marketing database.