To Generate New Leads
Use an email newsletter to generate new prospects and gather information about their needs over time
Call new prospects and offer to send them a promotional offer via email
Drive prospects to a special landing page on your website where they can sign up for a free demo or download a new report
Join up with a membership organization and email a special offer - a quote, a discount, a pass for a seminar. Include a link for them to sign up for your newsletter directly
To Nurture Leads
Email an invitation to an event you're holding or your booth at a trade show
Send a follow-up message with links to detailed information about your product as well as a personalized piece that highlights the specific benefits for that prospect
Enable them to sign up for information they'd like to receive on a regular basis
Send short "stay in touch" messages with tips to help them based on their particular stage in the sales process
Send short news blurbs or helpful quizzes that are appropriate
To Build Relationships with Existing Customers
Notify customers of a special sale for current customers only
Send an email from your CEO thanking them for their business
Email a series of "improving your results" pieces
To Build your Brand Awareness
Send an announcement to targeted prospects and drive them to your website
Share important news with a link to a landing page on your site
Leverage existing email communications. For example, add a limited-time offer to purchase an additional product; include it in the confirmation email when an order is placed
When you send a reminder for an event, include a link to information they may want immediately - a handy statistic, a case study, etc.
Email Marketing Tips - To learn more about this author, visit John Brennan's Website.
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John Brennan
(Visit John's Website)
John Brennan Ed.D.
Dr. Brennan is President of Interpersonal
Development, LLC, a training and
development firm. Interpersonal
Development has provided sales training
and coaching to more than 3,000 sales reps
from over 100 companies.
A native of Australia, Dr. Brennan
received his doctorate from the University
of Rochester. His dissertation researched
the effectiveness of Behavioral Modeling
Technology in training people in
interpersonal skills. While he has spent
most of his career designing or delivering
training, he was also a Vice-President of
Sales of a training and development
franchise with operations in 25 markets.
Dr. Brennan has designed and delivered
sales training in North America, Asia,
Europe, Australia and the Middle East. He
has been a guest speaker at numerous
national and regional professional
conferences.
When Microsoft wanted Best Practices
articles on sales for their web site, they
called Dr. Brennan. The results are at office.microsoft.com/e
n-us/FX011387391033.aspx
His firm’s clients have included Volvo,
The Prudential, Merrill Lynch, Eastman
Kodak, Gannett, Equifax Europe, the
Economist Group and countless small
businesses.
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