Naturally, conversion will require the involvement of your salesforce and a combination of marketing and sales techniques. This article focuses on how making email your primary marketing tool will help you automate this task.
Here are two examples:
Inquiry Responders
When you receive an online inquiry all you know is that it’s someone shopping for your product/service. What converts this lead into business is how you follow up, and that’s where a drip campaign made up of automated inquiry responders makes the difference.
Look, it’s more than possible that your lead is not going to make an instant purchase decision, so we set up your online inquiry form/s so that any information you collect triggers a series of pre-established, personalized email responses from you over a set period of time.
Once the prospect has started on their conversion journey, we can also establish areas of your email that offer the prospect a “tree of choices” to make their journey even more personalized over time.
These ongoing messages keep your prospect ‘top-of-mind’ during their critical, decision-making period.
X-Date Reminders
Timely follow up is critical to conversion, so assuming you gather the right calendar information from your lead during the qualification or follow up process, X-Date Reminders can be of great assistance:
i) The termination date in the case of an insurance policy, a gym membership, etc.
ii) The date your lead suggests they “will be ready to make a purchase decision.”
iii) A date in the public domain that (say) a government policy takes effect which directly impacts your leads business type, (while this may be more obscure, it is nonetheless a reason to stay in touch).
