Email Marketing is normally used by marketers. As it should be. However, if your objective is to generate leads for your sales team, then your sales team only sees “leads” that receive the email, open it, click on the call to action and fill out the form on your landing page or reply directly to the email.
Experienced email marketers know that typically less than 3% of recipients turn into leads in this way.
Of course, the marketer can pull up a list of contacts that opened or click on the email but, didn’t become a “lead” by replying or “converting” on your landing page. However, this usually gets done a few days later in the course of analyzing the performance of the campaign.
Certainly, those that click on the call to action in your email are really telling you that they are interested in what you have to offer. There are many reasons that they may not make it all the way through the process of “converting” into a lead.
Seldom is there a good way for the marketer to provide the list of “clicks” to the sales team in a timely way.
Put Email Marketing Results in the Hands of the Sales Team
Imagine if you could! Not only would you significantly increase the “leads” your sales team has to pursue as a result of a campaign but, by combining the intelligence about your email campaign with the information in your sales CRM, you can target your sales team on ideal leads.
Here’s a video to give you an idea of how it works:
First, identify the email recipients that clicked on the call to action, then sort that list by the sales intelligence in your CRM solution that gives you an idea of the size of the opportunity, the decision making authority of the contact, etc.
Then target your sales team on those that are the largest opportunities with the highest likelihood of purchasing.
Again, most email marketing solutions can’t do this. Only an email marketing system combined with a CRM solution can deliver this type of powerful capability.
This approach mitigates many of the typical challenges of using email marketing to generate leads for sales people. First, most businesses don’t have a very large email list. Including recipients that click on emails increases the effective response rate.
Second, using sales intelligence in the CRM to target the best sales opportunities avoids one of the biggest pitfalls of email marketing – sales people spending too much time with unqualified prospects.
Of course, the approach does not have to be limited to a single email blast but, could be applied to an on-going drip email campaign and varying calls to action can help further distinguish the best prospects.