Using Email to Nurture Your Commercial Moving Leads

Now that you've collected a sizable number of commercial moving leads, it's time to contact those prospects and introduce your products or services. One option is to pick up the phone and call them, although a second option is to use email to develop your sales leads.

Personalize Your Emails

We've talked about this before on our blog, but addressing the recipients of your emails by name will yield higher response rates, and ultimately more opportunities. If you acquired your leads through from Sales Leads' Office Relocation Leads, most will contain key information like the company's project size, financial investment, and email addresses. You can use this to your advantage by creating personalized emails featuring the recipient's name. So instead of beginning your email with “Greetings to whom it may concern,” you can address recipient's directly by saying “Greetings John Smith of XYZ company.”

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Crafting the Perfect Subject Line

Arguably, the single most important element in a marketing email is a the subject line. Using the generic, uninspiring subject line across all of your emails is a recipe for failure. So, how do you craft a good subject line? While there's no magic formula, many marketing experts recommend keeping your subject lines short, between 11-15 words for maximum visibility and engagement. That's obviously not enough to tell the recipient why they should choose your commercial moving service, but you can still pique their interest by using the right wording. For instance, you can say something along the lines of “Hey [insert name here]. Are you planning an upcoming office relocation project?”

Send Multiple Emails... But Don't Spam

If at first you don't succeed, try again – a principle that holds true for email marketing. If the recipient does not respond, wait a couple of days and send him or her another email. Messages often get buried in recipients' inboxes, which is why it's a good idea to resend them if you don't get a reply. However, you should refrain from sending too many marketing emails, as this may be construed as spam. When you send your email campaign will also have a major impact on your results. For example, sending on a Monday around 9 am will generally reiceve a much higher response rate than sending on a Thursday afternoon. 

Include Your Name and Phone Number

Don't assume that your leads will respond directly to your emails with an email of their own. In some cases, recipients may respond by clicking the “reply” button. In other cases, they'll want to speak to your directly over the phone. This is why it's a good idea to include both your name phone number somewhere in your emails. It is also important that you track who is opening and clicking on your emails. The most clear benefit to doing this is it will give you insight into who is engaging with your content, and who is not; that way you can segment your lists by Hot, Warm, and Cold leads. 

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