You can spend all the time in the world perfecting your subject lines, finding the optimal broadcast time and improving your server reputation, but if you’re not sending your emails to contacts that are in a buying cycle, then all that time spent perfecting your emails is time wasted!
Most email marketers will spend a lot of time researching clients and making sure the right people are reached by the right kind of emails. But what happens to these contacts after you have started emailing them and their preferences change? Do you continue sending them the same emails, or do you adapt?
Your data is one of the most valuable assets in your company, which is why you should always look at your contact lists as being dynamic rather than static. This means, just because a client is interested in one thing, doesn’t mean they’re going to be interested in it after a few weeks or months.
Let’s imagine one of your contacts has been identified as a ‘hot prospect’ during your initial research. However ‘stuff’ has happened in their business since then, and although they are technically still a ’hot prospect’, what you are marketing to them is no longer a priority. If you continue to bombard them with ‘hot prospects’ messaging, your emails are eventually going to become just another piece of spam in their inbox, since they are no longer interested in what you have to offer. This is obviously not ideal, as they are still a valuable client and you have spent a lot of time and effort carefully positioning your brand ready to make a sale.
If you had been continually tracking your contacts’ engagement across both email and your website, you would have discovered that they were no longer interacting with your content in the same way they used to. This is when you should move them down a gear into a nurturing campaign, where you can maintain low levels of communication whilst still keeping in contact. When they start to engage with your emails again, is when you should move them back into the original sales funnel. This can be easily done by setting up a trigger which does this automatically for you.
If you wanted to get really smart, you could combine a series of triggers, so that if a contact went on to visit your website, they would set off a series of specific sales emails related to the page they had visited. After that you can go on to giving them a call and see if they are interested. If they are, you can automatically move them back into the original ‘Hot Prospects’ campaign to continue the targeted messaging.
By doing this, not only do you protect your brand from being perceived as a spammer, but you prolong the life of a contact and increase the number of sales that come out of your campaigns. This is obviously a win for both you and your contacts, as they will value your brand even more for sharing relevant information with them, when they need it.