Thinking of using e-mail marketing? You might want to think twice. There are some things in e-mail that makes it impractical for lead generation campaigns. Read on to learn more.
One thing that you can be certain about,
in terms of generating IT leads, is the ease in getting them through direct marketing means. And with today’s variety of marketing tools available, you can be sure to find one that will fit your IT lead generation needs. Among these is through the use of e-mail marketing. And while you might be tempted to use it, since it is a very affordable method of reaching out to most IT businesses, you should pretty much take this option with a grain of salt. You might end up making some errors that, while small in appearance, could be large in effect. Better stay with telemarketing, to be honest. That would be a better idea. Now what should you be wary of e-mail for?
1. Spam – one sure way to drive appointment setting prospects away from your e-mail campaign is by becoming a spammer. Too often, you send too many e-mails to the same prospects that they start throwing your message to the trash bin. That will certainly be a waste of your efforts.
2. Unattractive subject lines – just like the packaging of cereals, an e-mail’s ability to grab the attention of prospects is also dependent on the subject line used to describe it. If it fails to elicit a positive reaction (by opening the message), your e-mail is pretty much worthless.
3. The senders are unknown names – one sure way to keep your e-mails from being opened by potential B2B leads is by anchoring it on people that the prospects do not know about. Put it this way, if you are a small IT company that is offering its first product or service, sending e-mails out to potential buyers will certainly not bring the results you desire.
4. Putting attachments on your mail – considering how suspicious people can be on e-mail attachments, especially unsolicited ones, business prospects will simply not open them at all. If the main body of your message is stored in an attachment, you lose a lot of opportunities to get your message across.
5. Use of jargon – want to know the best way to confuse your prospects? Use jargon in your content. That will surely create a lot of rejections. A lot of e-mails often fall into that trap, and you have no chance to clarify whatever term you used there.
6. Failing to give the basics at the start – this is pretty much common with e-mails meant to drive event participation. If you require prospects to click a link on your e-mails just to get the basic details, you are really doing your campaign wrong.
7. Very few calls to action – sure, content is king, but if your e-mails do not contain something that will compel readers to take action, then you are not doing your campaign right. You will just be wasting your time and effort.
See these mistakes? That is why it might good to choose a different marketing medium, like social media or IT lead generation. These might be a better choice.
