Generate Leads with a Well-Written Email
Posted By Industrial Web Solutions Marketing Team on September 14, 2009
It’s no secret. If you’re conducting an email campaign to generate leads your target audience groups need to be clear about what’s in it for them. And the strongest possible way to demonstrate that is to prove to them how you already got it for other clients. That’s right. Client success stories are the most powerful sales tool you have.
For example, if you are a manufacturer and your products, design ideas, part recommendations, vendor managed inventory programs, manufacturing capabilities, or other solutions dramatically helped a client to do what he does in a significantly improved way (saved millions of dollars in production/delivery costs, reduced ‘to market’ time by 50%, substantially improved the quality of a product resulting in your client experiencing increased customer satisfaction, et cetera) than use that story in your email.
You don’t have the space to tell it all so get it in by way of a client statement or testimonial and then provide a link to the full client success story – with images if you have them. The most important thing is to include quantitative results. The more specific you can demonstrate the result the stronger an impact it will have on your readers.
Go through your success stories or case studies – or have them professionally written for you if you don’t have any – and match each story to a target audience group. In other words, this type of customer would be really interested in having this kind of success – not this kind of service but this kind of success, a very important distinction. The fact of the matter is customers are only interested in the service in so far as it brings them a very specific result. Highlight that result. Back it up with verifiable proof. Get your customer to confirm the results with an emotional impact statement and you’ve got yourself a powerful sales tool!
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