Email Marketing Campaign, Sales Effectiveness

Divide and Conquer

I have some invaluable information to boost your company’s sales effectiveness which our most successful clients are now implementing. It would be a crime not to share it with you.

5 ways to shorten the sales cycle – using technology to get your customers to buy

Speeding up your sales cycle is an excellent way to improve your company’s bottom line. From experience I have found that the most powerful, cost-effective way to do this is through segmented campaigns using the latest email marketing technology.

Segmentation is all about dividing your subscriber base into groups so that you can close them faster with a much higher success rate. Here’s how:

1. Buyer status

Your email campaigns should be tailored to your audience depending on where they are in your buying cycle:

• New buyers have never before purchased from your company
• Active buyers are customers currently using one of your products
• VIP buyers are your most loyal customers and key source of repeat business
• Lapsed buyers purchased from you a long time ago but have since become inactive.

VIP buyers should be acknowledged and given better attention through exclusive information or content and some of your best deals.

New buyers are likely to be researching, which is what’s lengthening your sales cycle. By using a series of email "conversations” to help them compare competitive sets, you can shorten the research phase for them.

2. Buyer/prospect behaviour

One of the most powerful features of email marketing software is the way recent purchases, enquiries or site visits can be tracked and recorded on your database and then used for segmenting your next email campaign.

If a bunch of subscribers recently enquired or clicked through about a product on your site, target them with an email follow up tailored to that specific product or product line.

If you have transactional customers who only purchase your type of product once every 3 years (for example), then the moment you identify a recent visit or click-through on a specific campaign, they become the perfect target for increased attention and offers.

3. Product line/category

One of the more common segmentation styles, this applies mostly to businesses who have a wide line of distinct product lines. Give each segment specific offers or content relevant to the product line you know they are interested in.

This is particularly useful for past or recent buyers – reinforce the wise decision they made by encouraging them to purchase the next level of product from the same product line.

4. Average spending

Don’t frighten away customers who have only purchased products in your lower price bracket by promoting products way above what they would usually spend. Target lower and higher end products and services appropriately.

5. Open rate

Simply stated, email list members that open your e-newsletter or click on something on a frequent basis are clearly more engaged than members who do not click on things... therefore, you can test sending a higher frequency to your most engaged members to increase conversion or response.

So by dividing and subdividing your prospects into distinct groups and tailoring your message to those groups, you can boost revenue, improve conversion and strengthen buyer satisfaction. Contact WebDynamic today to find out just how easy this can be using our unique email marketing system.