Brad Porter, President of Porter Consulting
At a time where everyone seems to live and die by social media stats such as likes, tweets and followers—who would have guessed that that email still reigns supreme? Yet, that is exactly what current research is telling us.
I read with interest a blog by Kissmetrics, Which Lead Generation Tactics Get the Best Results? based on a July 2015 report by Ascend2. And yes, you guessed it. Email still is the best lead generation tactic by far—easily beating out social media marketing (a 48% to 26% comparable success rate)! Yet, what I found even more interesting was that email marketing is not only the best way to reach customers, but it is also the least difficult way to do so. That’s because email has been around for a very long time, and people are extremely comfortable using it.
Kissmetrics goes on to discuss lead nurturing, and no surprise—most companies say that their lead nurturing goals are to increase lead conversion, increase sales opportunities, and increase lead qualification. And with lead nurturing, the top method to accomplish this is through email.
From that point, the discussion became more interesting to me. I found the most important factor reported was around the question, “What is it about email that causes people to respond?” The two top items that caused responses were the following: creating relevant content (by far) and personalizing campaigns. However, and this is a big however, it seems that people on the receiving end of email campaigns know that they are part of an automated approach and respond that way. They also feel that the highly automated personal approach can lack credibility.
So where does that leave us? It means that the email must be specifically targeted and appealing to the recipient. The article concludes, “The bottom line, whether you’re looking to attract more leads or help grow the leads you have, is shifting your approach from pure sales and marketing to problem solving.”
This point is spot-on. This is how real sales activities are done…solving the clients’ problem and not just selling them the next product. The article suggests the idea of asking for responses from your customer (the target of your email campaign) as part of the lead nurturing process is the way to create a customer conversation and get that problem solution going. This is a great approach…creating an email conversation with your target audience!
Interested in getting started on an email marketing campaign—one that is focused on solving your customer’s problems instead of selling to them? Porter Consulting has been helping B2B companies implement successful email marketing campaigns for years. Let me know if we can help you.
Brad is a 30 year veteran of marketing who understands the value of content that helps close business. You can find more blogs and content from Brad atwww.porterconsulting.net.