Imagine the scenario:
You walk into the camera shop and start to look around – you can’t see any sales staff, the information is poor and you can’t find what you’re looking for…so you leave.
But what if a polite, and helpful sales manager comes over and asks, “Can I help you?”
You’re far more likely to stay, glean the information that you require and maybe even go on to purchase a camera.
Email and telemarketing works in the same way:
You receive an email, it’s offering some interesting information or a great product, you engage with it, maybe even visit the website, but then the journey stops. You may need some more time to think about it, or have some questions that you’ll ‘get round to’ asking at some point.
So a polite, helpful person calls you and asks, “Can I help you, or offer you any more information?”
Again you’re far more likely to fully engage, it’s an opportunity to ask the questions, and get the information that you required to then maybe go ahead and make your ‘purchase’.
Every customer has to go through their own journey before they make a purchase, whether it’s a 5 minute pause for thought on an item of clothing they want to buy, or a longer 12 month consideration to carry out some leadership training for the top managers in your business.
The first part of the journey is putting the proposition in front of your potential customer, the second part is ensuring that they don’t need further help, and cementing that proposition in their minds, the third part is gaining that final commitment.
Doing it well
As with any marketing strategy if it’s carried out well it will be effective, and done badly it can have the opposite effect.
We all receive calls from somebody trying to sell us something we don’t want, we’ve shown no previous interest in, and feel a reluctance to speak with the caller who is asking us if we’ve ‘had a nice day’!
Cold blanket emails or telephone calls are often a waste of resource and are expensive.
Now imagine that you’ve received an email, addressed to you, with an offer on a product you require, or some information in the form of an interesting blog or article to read that is pertinent to your business needs.
Then imagine you receive a call asking if you found the information interesting, or did the blog article raise any questions for you?
You’ll feel far more inclined to engage in a conversation with someone who is talking about something that you showed interest in.
Importantly it’s worth noting the word ‘conversation’ – the key is to ensure it’s not one-sided, and the person on the other end of an email or phone call feels that you’re interested in what they have to say, and aren’t just pitching them for a sale.
How the process works:
Why this joined up approach matters…
…to the telemarketing company or in-house telemarketing teams:
• Following up emails means there are warmer leads to start the process
• It’s easier to get to speak to the right person due to the previous communication
• The recipients are engaged and more likely to be open to a conversation about the email, blog or other asset – with no hard sell
• Positive outcomes keep telemarketing staff motivated
• Potential customers that have been spoken to or even appointments booked, have a higher chance of converting into customers, due to higher interest levels
…to the email marketing company:
• Following up emails means that those people who are interested in the product or service will be asked: ‘Can I help you?’
• This means that the opportunity for a quality conversation – even a sale – is increased
• Building a list of people who have been followed up with a call allows for more sophisticated database segmentation; emails can be written specifically to cater to those individuals at that stage of the customer journey
…to the client or the person in charge of new business:
• Telemarketing follow ups mean that any interest generated from an email is maximised
• Having a long-term marketing strategy that works on a continual basis, and doesn’t just provide a ‘quick win’
• Leads generated are of a much better quality, due to the number of communication points along the journey, allowing for a higher conversion rate to actual business
• Provides a consistent source of opportunities to replenish the company pipeline
A good telemarketing operative that understands your business and your proposition can become an extension of your business, especially when this is paired alongside email marketing. Joining up email and telemarketing means that you’ll be in a stronger position to convert more business and get the best return on your marketing investment.
If you’d like more information about how email and telemarketing could work for your business, please call Essentiamail on 0117 947 6090.
This is just one example of a response we received when our email campaign was followed up with a professional telemarketing call:
“We recently followed up on a ‘click through’ from an email campaign and the prospect was delighted. He stated that he had been interested in the email, but hadn’t had the time to call himself. Now that he had received a telephone call, he was convinced that the service works, and was keen to find out more.”