My clients have been using some pretty effective methods for sales prospecting using email in combination with a landing page.
There isn’t anything new about this method but it seems to have fallen out of popularity as marketers forget the purpose of their email marketing programs.
By following a three step sequence for your email prospecting you’ll be able to test and improve the effectiveness of each step. Then, over time, you’ll have a stronger and stronger conversion rate.
Three steps to better sales prospecting.
1. Subject Line Matching. The first thing a reader sees from you is your subject line. A good and relevant subject line will get more people to open your email. Use something in your subject line that is relevant to your intended goal. If you want your reader to call you to enrol in a workshop, don’t send an email with the subject line “Monthly Newsletter Enclosed”. Try ‘Latest Workshop Dates Now Available”.
2. Email Copy. The goal of your email then is to get your reader to leave their email and go to your landing page. This ratio is called the conversion rate and if you have 100 people open your email and 5 click through to your landing page, then you have a conversion of 5%. Your email copy has to be short and to the point and in a compelling way motivates your reader to stop what they’re doing and to click.
In the workshop example, the email would state the key facts of when, where, and how much but also the benefits of attending followed by the “Click here to register” link.
3. Your Landing Page. One concept to remember is to make sure there is continuity from subject line to email to landing page. If you tell someone to ‘Click to Register’ then they should go straight to a registration page. Don’t make them figure it out.
By following a three step system your sales prospecting can improve because your message and offer will be clear.
