Build an Email List of Target Industry & Target Personal in the Organization (Specific set of Designations / Decision Makers/High impact Influencers)

Research about the Business Critical Problems that can be solved by your Solution Or Services. Make sure they are critical

Make atleast a list of 5-7 such Critical Business Problems. Anything less than that may not be of primary target for resolution by them

This approach will potray you as an organization which is built upon the Sense of giving Resolutions to Organizations rather than just being a Seller or Vendor

The Mailer

Introduction− Start the email marking them with their name or

last name− Introduce them that you have done a research that

most of the organizations in their industry face some common business critical problems like…. and list the identified problems

− Ask them if their Organization faces all or many of the mentioned problems

− Your Answer & Call of Action

The Mailer

Now comes the important part where you give your response to the interest of the lead about how would you resolve their problems and set a call of action path for them. You can take 3 kinds of approach for it− Here’s the Solution to your problems− Enter the Door to know more− Not that easy mate… Ask our Experts

The Mailer

Here’s the Solution to your problems− You straight away position your solution or

service, the approach, the process that you have created to kill these problems

− Make sure you point to each listed problem and your solution to it

− Make sure it makes sense to them, so it has to be precise and realistic

The Mailer

− Your next step is to make them get in touch with you as an Inquiry

− I suggest to give as much one-to-one contact information as possible. Let them decide their best & easiest option

− This approach makes sure that you get only those leads who are fully justified with your information and are interested to work with you

The Mailer

Enter the Door to know more− Make them go to your website’s landing page to

know about the solution− Make sure that it has the precise knowledge they

would want and inline with what you have generated the interest

− Any small kind of diversion from your topic and they would be off your page increasing the bounce back ratio of your campaign

− Do work hard on your landing page by keeping it very clean and to the point

The Mailer

− I suppose you could have understood that at this point the call of action is to push them to your website, which would give them much much more information than an email

− You can have many materials for them on the landing page like Brochures, Comparisons, flow Chart, Process Diagram, Videos, Client Testimonials, Case Studies, White Papers, etc. which would really make them a strong prospect

− And the landing page, and all other related pages must have all the points of contacts where they can reach to enquire

The Mailer

− This approach builds a strong relation between your offering and the prospect. They can relate, refer, foresee

− And the lead becomes more precise and more confident on what you offer

− So you might get less leads but the probability of conversion may increase drastically

The Mailer

Not that easy mate… Ask our Experts− Keep things open…very open− Tell them, that we have the answer and for the

same we have hired experts to co-ordinate with you and provide you the right solution

− This might keep them excited to know more− Make them get in touch with you with all the

possible options

The Mailer

Now this is a two-faced approach. Many might feel that you would be making a fool out of them and consuming their time without giving proper solution, while you would start getting inquiries by many asking to tell them more about the solution you offer to their problems

The problem is that here you have to qualify the incoming leads, as you have kept the mailer so open that many leads would come and may not fit in. So a good qualification approach would be required

Few important points to remember

Do avoid SPAM words and content style to make sure your emails are delivered in Inbox

Your Subject line is the first point of Client Interest. If it is not interesting, your email may not even be opened and read

Never write Subject Lines with more than 6-10 words

Use easy language and avoid jargons

Few important points to remember

Use Organizations Individual email for sending and receiving emails for this campaign especially. Also mention ‘Regards, Your name’ in the mailer

Track the campaign, open emails, link clicks, leads from the campaign, closings from the campaign

As I read the article again, I realize I could have done better with my campaigns

Regards

Prasanjit Das

prasanjit.biz@hotmail.com

Twitter: @PrasanjitBiz

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