Email marketing campaigns have been around for years, but some business owners have not mastered the art of creating a great email that captures attention and motivates people to visit the company website. Others have done well with the content but drop the ball when it comes to compiling a mailing list. Instead of using qualified Leads, they grab whatever they can find and hope for the best. Here are some of the reasons why the latter approach is harming the business.
What is a Qualified Lead?
In order for a lead to be considered qualified, the email address in question must belong to a person who at some point indicated an interest in the type of products the business owner has to sell. The email addresses included in the list for the direct email campaign can be obtained using a number of resources. That can include opt-in pages on the company website, contacts that took place through social media, or even people who passed their business cards on to a member of the sales team. This type of lead can also come from a list that is purchased and guaranteed to reflect people who have bought or thought of buying products like those offered by the company.
A More Targeted Campaign
When the listing is composed of email addresses of people who have expressed some degree of interest, it can be referred to as a targeted list. Thanks to that historical interest, there is a higher probability that more recipients will open the email and read it rather than deleting it immediately. In this way, the business owner is increasing the odds of a response and maybe even making more sales.
Avoiding a Reputation for Spamming
Using a list of unqualified email addresses could lead to consumers thinking of the company as sending out spam. The last thing any business owner wants to do is generate a negative image with any consumers. Once that perception is established, overcoming it will take a lot of time and money. In some cases, it will be impossible to change the minds of some consumers.
Direct email campaigns can be effective, provided they use targeted addresses. Make sure the list only includes those who want to receive the emails and the results will be much better.