E-mail prospecting: how to get results?
Do you ever communicate with a prospect by e-mail? This prospecting approach has a number of key advantages that differentiate it from other methods. It can be an integral part of a strategy, or it can be combined with other approaches, such as B2B cold call.
To make the most of e-mail prospecting, you need to be aware of its particularities and advantages.
The main benefits of this approach include :
- The capacity to send documentation and visual elements;
- Easy redirection to your website and social media;
- The ability to reflect on and edit your message before sending;
- The written record left by your communications, making follow-up easier;
- Automation is possible.
CLEAR, POWERFUL MESSAGE
As mentioned previously, the great thing about e-mail prospecting is that it gives you time to correct your message. This is a CRUCIAL step that should not be overlooked. Before you send your e-mail, make sure that it’s free of typos, that the sentences make sense and that the message is coherent. A mistake-free e-mail shows your professionalism and attention to detail!
To get your prospects to open and read your e-mails, you need to think about a catchy subject line – one that sparks curiosity. However, it should be relevant to your content and not just be click-bait. The body text should also be engaging. Be precise, concise and to the point. Keep introductions and presentations brief. Although important, they shouldn’t dissuade your reader. It’s important to show your value and expertise quickly! A good A/B testing strategy can help you identify what works best with your target audience!
E-MAIL TARGETING
While the e-mail approach makes it possible to reach a large number of people at the same time, our experts strongly recommend that you carefully target the people to whom you want to send your message. Draw up an overview and a list of your potential customers, then make sure you get the e-mails of people who fit into the mold of your customer persona.
*Make sure you collect e-mail addresses legally and only reach potentially interested individuals.
As mentioned previously, there are tools available to automate an e-mail campaign. This means you can target different types of customers and deploy different strategies adapted to each of their needs and interests. By personalizing your approach, you increase your likelihood of closing leads.
AUTOMATED MAILINGS
Automation is certainly an effective way of reducing your workload and complementing your e-mail approach. In the case of a newsletter, for example, automation allows you to send a pre-written e-mail to your new subscribers. You will certainly have to write the e-mail itself, but the software used takes care of sending it automatically to new subscribers. The platforms also allow you to send your e-mails at pre-determined times. Even when you’re asleep, e-mails can be sent for you if you decide!
Automation can also be used to create a stream of e-mails based on various strategies to reach your personas effectively. Your contribution to all this is to write texts and develop certain strategies OR you can choose to collaborate with the experts at Boost Affaires for these tasks.
RECOMMENDATION
When it comes to reaching your prospects who have never been contacted by your company before, it’s usually a good idea to plan more than one prospecting e-mail. Just like “cold calling”, it usually takes more than one email to reach a prospect.
That’s why we recommend a minimum of three e-mails to be sent to people who don’t reply on the first attempt.
Of course, your situation may require only one contact, or it may require more than three. For help with your e-mail prospecting, our expert at Boost Affaires can discuss your needs and interests.
