Managing Email Leads

In the previous post (“Email Marketing?”), we took a brief look at e-mail, automation, and how it can help improve marketing and sales. But what about the leads that are generated from those email campaigns?  What about the "clicks" that are connecting your company with interested buyers?  How are they being captured and managed?

E-mail, although an efficient means for communication, provides only limited ability for companies to fully engage with their prospects and clients. Often, companies suffer from a "one and done" contact with would be buyers, because there is no process or strategy for ongoing, timely communications.  Many marketers are forced into an "I sent the email. Now, I will sit, wait and hope" mindset. Instead, a process of how to handle respondents and non-respondents should be in place to maximize email marketing.  So how is that done?  For respondents (those who respond to the email message), systems should be created so you can track them, by name, and how they responded. Then, put them through a qualification process to determine what kind of lead they are (for example, are they “hot”, “warm” or “cold”?).  If they are "hot", move them over to sales for follow up, and/or into the CRM system.  If they are not, move them into a nurturing group that will receive future communications. 

For non-respondents, pull out hard bounces (bad email addresses).  Then, you should already have a pre-determined strategy on how the remaining records will be marketed to again.  Email? Direct Mail? Telesales?  A Combination?  Develop a communication process that will utilize multiple touches and multiple methodologies that will help you to obtain information on the respondents  and that will move the respondents closer to “raising their hands”.  This process, along with the right tools and technology, will allow you to move from "sending email" to becoming a true online marketer.

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Email Marketing

There's been quite a bit written lately on marketers that are looking for "automated marketing".  The articles use terms such as "e-mail solution", "newsletter automation service", "marketing automation", "e-mail solutions provider", etc.  In many conversations, these terms are being used interchangeably.  However, the reality is that they are unique terms for different things. This interchangeable lexicon indicates that while marketing is indeed a mature discipline, the way we go about practicing it is rapidly changing. And many are having a hard time keeping up.

E-mail Marketing is defined by its name: using email to market your company's goods or services.  Most companies use some form of email marketing, whether internally (through Microsoft Outlook, for example) or via an email service provider such as SilverPop.  Regardless of who actually sends the email, email marketing is, at its core, a pretty basic, entry level means of online marketing.  At its most basic level, a message is created and sent to a group of recipients.  Higher levels allow users to track how many email messages bounced, were opened, and clicked on.  Beyond that, email lists can be created based on pre-set criteria, allowing certain messages to go to only certain recipients.

So, how does this differ from "automation"?  Good question.  While e-mail marketing can and will have benefits if used in the proper mode and manner, marketers can be more efficient when "automating" their communications.  In other words, "pre-setting" email messages to be sent to the right people at the right time based on pre-selected criteria.  Once these "automatic" campaigns are in place, they run themselves, allowing marketers to spend more time on the strategic aspects of driving sales.

So, if you utilize email marketing, good.  If you implement automated marketing? Better.  But we're not finished.  What about those leads that email marketing generates?  What process do you have for capturing them?  What tools are in place?  Read the next post to learn more.

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