Using emails to find clients
For business-to-business, or B2B, services, then email marketing will be one of the most effective methods you can use to connect with and find new clients. Using emails to contact prospective clients is a fantastic form of direct response marketing, and one where you can observe and analyze your success rates in order to see where you might need to make edits and changes. It’s something you can do from the comfort of a cafe whilst you’re sat with your coffee, too! What’s not to love about that?
If possible, your emailing strategy shouldn’t be about crafting a single email and then sending them out in one big bulk to a database you’ve purchased. Rather, the more personal you can create and deliver the emails, the higher you’ll find your success rate to be. Also, the first email you send to a potential client isn’t intended to land a sale immediately. Very rarely would a decision maker in a company receive a single email and decide to purchase a service there and then. Instead, your goal with your first email, which may well be your first point of contact with a particular company, will be to introduce yourself, explain how you can be of benefit to them, and entice them with enough information so they’ll take the time to respond to your message.
You can create your own emails, if you wish, or outsource the task to a skilled professional, who’ll be able to use their knowledge and experience to create emails that will have a much higher success rate than you may be able to achieve alone. The words, or copy, and the tonality of the content in your emails will be your determining factor when it comes to how many responses you receive from your emails, and how many people decide to use your service.
There are countless ways you can acquire and create a list of emails, and we’ll look into some of these in more depth in future articles. From meeting a potential client at a convention, to being referred an email address from somebody within a company, there is no shortage of ways to capture email addresses. However, your goal is to get as many warm addresses as possible. This means that you know the person you’re sending your email to may be interested in your service or product. It’s not wise to spend time creating and sending emails to companies and the people within them if they would have no use for what you’re looking to offer them.
One of the advantages of sending emails as a form of marketing is that they’re far less intrusive than cold calling over the telephone. You can send an email, and the person can then read and decide when to reply at a time which is convenient to them.
The second advantage of communicating via email is that rather than having to rush what you’re thinking as you would in person, or over the telephone, you’re able to sit and carefully craft your response to the potential client. This allows you to avoid rushing into making decisions, and allow you to choose the right words to convey your message.
If you offer a service or product that’s suited to other companies, then you should absolutely be working on your email marketing strategy. It might well be the form of marketing that gives you your highest return on investment, and your highest conversion rate.