Although it is true that the more you communicate with your prospects, the more business you will do with them, that truth is surrounded by a raft of must-dos, should-dos, caveats and possible missteps. You don’t want to overdo it and drive them away and you don’t want to “under-do” it and not get the results that are possible. Some email strategists favor a regressive schedule – starting the program with a high frequency and slowly tapering off from first contact, others think the opposite approach works best.
The idea is to understand your prospects well enough to know their threshold. It is critical to not send sales messages and materials, but to earn respect and attention by sharing well written and professionally produced communications, the type that Solutions for Growth produces for its clients.
Why would you email frequently?
- Demonstrate your expertise
- Communicate your businesses trustworthiness and likability
- Achieve top of mind awareness
- Focus the conversation on benefits and value
You’ll notice “sales messaging” isn’t listed.
How do you know if you’re doing a good job? We suggest you keep an eye on metrics such as:
- Open Rate
- Click Through Rate
- Unsubscribe Rate
- Conversion Rate
… and furthermore, suggest you call us to help make sense of these analytics – and formulate a strategy to make your email program work even better.
Click here to set up a call with me to discuss how my team can help you figure out the best way to begin getting an email strategy in place that will power your email marketing activities.