WHY EMAIL APPENDING ALONE CAN’T HELP YOUR BUSINESS

1. WHY EMAIL APPENDING ALONE CAN’T HELP YOUR BUSINESS It is a relieving and alluring moment when your next business meeting is cancelled, or when you don’t have to spend the next hour on a conference call with a faceless entity. The same, and much more can be achieved with the help of an email thread. There is a significant advantage to this. While most people enjoy the love-hate relationships with their inbox, communicating in email is by far as personal as business communications can get. – Email meetings are fast – Can be arranged at a convenient time, and taken forward later – The whole conversation is documented automatically But just adding email addresses to your customer databases is not enough to establish effective communications with your target audience. While email appending is a useful service that helps you to interact with prospects on a personal level, it does also require the back-up of an efficient engagement plan to take the conversation forward. 7 Things to Sort Out in Your Campaign Plan after Email Appending:

2. 1. Know who you are marketing to You have an ideal buyer persona based upon which your marketing plan is constructed. While this is true, not all the people in your list, or your target group, is composed of all the qualities of the ideal buyer. A good marketer figures out the touch points of the individual during the initial stages of the conversation, then makes a pitch that will be appeal to their individual needs. Email is a personal communication medium, and personalization is the key in cracking most deals. 2. Know what your competitors are offering Your email recipient is also the recipient of your competitor’s emails. Analyse competitor success, and failures, so that your campaign doesn’t become a replica of others. Posting third-party links on your mails can be beneficial for your readers but you must also consider the cost-to-profit ratio of doing so beforehand. Do not introduce your major rivals in your mails. Even if you do, put your alternates in better highlight. 3. Don’t be boasty, or preachy “It’s another one of those marketing mails.” Don’t let your readers utter that sentence. Be a helpful benefactor in your mail – not a salesman. Introduce yourself, not as a brand, but as a friend trying to address an ongoing ailment of the prospect. Thanks to data driven marketing, you have all the information about your prospect in your hand. Use that to engage them in a personal one-on-one. Making your pitch too sales-y also may compromise your integrity as an email sender. 4. Understand your prospect’s perspective This is an advantage of using email as a communication medium. You have enough time to read, and re-read your prospect’s response and understand their concerns fully. But marketers often trade off reasonable replies to prompt responses and lose valuable clients by miscommunicating. Judge the importance of the client’s feedback, analyse it and respond within 24 hours after getting a proper solution to their problems. 5. Analyze the failure of your email pitch There is always the next email. But to send the next email, you must judge how your previous mail fared in front of the prospect. In

3. automated platforms, it is easy to analyse the performance of your past campaign, and what you did wrong there. On an individual level, know why the prospect chose to opt out, and re-realize the demands of your prospect group. Align these aspects in your engagement funnel, and re-launch your campaign. 6. Have a follow-up strategy in advance Always mind the objectives behind sending your email. Make your email marketing strategy accordingly: It is not advisable to make a generic follow-up module on a personalized platform like emails, but with a set strategy in hand, you will be free to make minor maneuvers through it. 7. Know your deal-breaking point Marketers often think themselves invincible and make the unforgivable mistake of promising things they can’t deliver. This doesn’t only spoil one deal in the midway, but also becomes an issue with the brand image later on. Always take your time before you commit to something, consult with the client service departments and then take a diplomatic approach to solve the client problem without getting your company into trouble. When you can’t do any, know when to back off from the deal.

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