Business & Finance Advertising & sales & Marketing

Supporting Email Marketing Campaigns With Telemarketing Strategies

Todays consumers are more connected than ever before, they are able to send and receive information from smartphones, email and social networks 24/7. With all of the content freely flowing, it can be quite challenging to ensure your marketing campaign targeted towards your email list stands out and engages prospective customers. Even more difficult is developing the relationships that convert warm leads into loyal customers. Although traditional telemarketing has taken a backseat to email and other marketing activities, the medium can still play a major role in connecting with and nurturing promising leads.

Organizations can connect with prospects on a more personal level by combining telemarketing with an email list marketing campaign. When sales professionals interact with prospects by phone, they can address their questions in a way that cant be done through any other means. The key is to include telemarketing as part of a multi-touch campaign rather than as a separate way of reaching consumers.

For example, prospects can become frustrated when they receive a telemarketing call out of the blue, and they are unlikely to stay on the phone long enough to hear what is being offered. Rather than use the phone as the first means of contact, it is much more effective to initiate the conversation through an email list campaign and, later on, supplement these efforts through telemarketing. You can start by developing an interactive email list campaign. Include special offers or discounts, an embedded video, a free white paper or anything else to make it stand out among the many emails consumers receive on a daily basis. When the email list campaign is done correctly, the prospect will be familiar with the company and the products or services it provides.

Organizations can pinpoint prospective customers who are most engaged by tracking their email opens and views, downloads and clicks, forwards and shares, and use that intelligence to take a more personalized approach to their telemarketing strategies. When telemarketers call prospects and mention the previous email and special incentive, consumers are more likely to remember the email list campaign and more willing to listen. As you have already broken the ice, a phone call can strengthen the connection and result in greater sales conversions.

Despite the benefits of using both email list and telemarketing, the National Do Not Call (DNC) Registry prevents companies from calling a large portion of the customer base. Yet, customers on this list shouldnt be forgotten. Rather than reaching them by phone, the company can send these potential customers emails inviting them to call the company themselves to learn more about its offerings. This way, companies can remain in compliance with the DNC list and still connect with customers by phone and on their terms.

When using a combination of email list campaign and telemarketing techniques to connect with customers, organizations must ensure that they have the contact information needed to reach prospects through the appropriate medium. Without multiple ways to get in touch, its difficult to establish the relationships needed to convert leads and to reach customers who have chosen not to receive telemarketing calls; and synching contact information across multiple systems can be incredibly labor intensive. By including telemarketing as part of the email list campaign, and working with a partner to ensure your phone data and email lists are up to date, your organization can connect with prospects on a personal level that is impossible to achieve by email alone.

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