E-commerce sites. have now started to generate leads rather than sales. Keeping this in view, Here are some tips to use email to increase lead-generation and sales.
Although. this is an email column, but we all know that email relationships often start on a Web site. The more you understand about how people use the site, the better you can position email sign-up mechanisms and target email content. Web analytics, for example, are critical to identify sign-up pages with high abandon rates.
Most sites see most of their traffic coming on their home page, and there is no guarantee visitors will see other pages also. Therefore, this page should be used to give visitors a way to initiate a relationship with you. Some may go deeper into your site; some may not. Many visitors prefer to get some basic information and then speak with a person to get specific questions answered.
As you may not know on which page, the visitor will be ready to request more information and begin a relationship; a similar mechanism on each page certainly helps. Therefore, use a consistent button, link, or box in the same place on every page.
You do not need a physical address up front. Requesting too much information is a barrier to begin relationship. In most cases, the standard procedure is to follow up with a phone call.
Asking some relevant and basic information like industry, revenue, hardware configuration, etc. to qualify prospects always helps. If prospects are in the market for your product, they probably will not mind telling you a little about their company.
Few organizations reach via phone every person who contacts them. A quick email requesting to set a time to talk, as a secondary contact mechanism, can be very helpful. Email may not be an effective primary contact, but it can be an effective tool for people who are hard to reach by phone.
Sequential email does not require many creative resources, just a one-time commitment to develop content based on your unique selling propositions. Put into it customer testimonials, quantitative data on cost savings, or increased efficiencies to make it stronger. Do not forget a clear call to action and contact information. Timing is key, therefore, send it at least once a week until the sequence is complete You may use sequential email at the beginning of the relationship while the prospect is still engaged with your product..
Good email newsletters can be a cost-effective way to build relationship with and educate prospects. Publish at least monthly and include contact information so that readers can follow up.
You may look at what competitors and organizations in other industries are doing. It is good to get such an internal or external analysis. People sitting away can often identify weaknesses people within your organization may not know about the same. Therefore, have someone look at everything your organization and individual sales reps do with email. Then, make the successful initiatives as a part of standard operating procedure.