Email remains one of the most cost-effective lead generation tools. Unlike traditional forms of advertising, you can continue to market the same prospect multiple times with email. So instead of generating a single sale off a prospect, you have an opportunity to create a long term relationship by creating top of mind awareness. In order for email to work, however, you'll need a relatively large list of prospects' addresses. Today, we're going to reveal some helpful tips on how to automate email prospecting for industrial sales.
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Capture Email Addresses on Your Website
Assuming your business has a website, you should use it to capture prospects' email addresses by placing a newsletter signup form on it. Something as simple as “Enter your email address to sign up for our newsletter” can draw hundreds of new email addresses to your list, all of whom can be used in your marketing and promotional efforts. Just remember to send prospects a combination of both informative, non-commercial and commercial emails. If you only send prospects advertisements promoting your business, you'll suffer from low engagement and ultimately low sales/conversions.
Set Up Analytics
Analytics plays a key role in the success of an email marketing campaign. If you don't know how many prospects are opening your emails, clicking on the call to action, buying your service, etc., you won't be able to optimize it for better performance. So, use an appropriate analytics software or tool to track this information and more. Understanding the results and key metrics of your nurturing campaigns is a importannt for testing and improvements.
Use Personalization Tokens
What are tokens and why should you use them? Basically, tokens are words or characters that represent a particular element within an email, usually something personalized like the recipient's name, zip code, state of residency, purchase order, etc. If your email delivery software supports them, you can use tokens to personalize your emails. Including the token [name], for instance, may automatically include the recipient's name in the email. While you can always add this information manually by hand, using tokens automates the process so you can focus on other aspects of promoting your industrial construction business.