BizzBee Solutions is a consulting company that helps SMEs and start-ups to grow. Our services vary from business plan development, product sourcing (finding specific manufacturers), lead generation (finding specific clients), business mentoring services and many other related fields.
E-mail Marketing – GET THE CLIENT WITH THE RIGHT EMAIL!
WHAT WE OFFER:
We looked at the average ECR (Email Conversion Rate) and we did not like the numbers. We decided that e-mail marketing can be done more efficiently and more effectively. A 2% response rate is not acceptable.
Our e-mail marketing approach is different. Instead of sending a lengthy newsletter with lots of flashy images and text (and increase the chance of being treated as spam), we aim to be simple and to the point. Our service ranges from the identification of a target market to sending a tailored and personalized email.
Several aspects need to be considered when using e-mail marketing:
STEP 1: List of prospects for e-mailing
To send emails you need to have a database or list of contacts you want to approach. In addition to the email, if you want to personalize it, it is better to have more information for each prospect both for the person (their name, surname, job position, LinkedIn profile etc.) as well as the company they work in (company name, size, industry, website, number of employees, etc.) This business intelligence can increase the response rate, as they will feel like the message is specifically for them.
If you do not have a list of prospects, or you have some basic information, we have a separate service dedicated to this. Have a look at our Lead Generation service, where we help clients to identify their ideal target market, find the right companies and obtain email addresses of relevant positions.
STEP 2: Content and structure of the messaging
Depending on the content, your prospect will respond, ignore you, or even direct you into a spam folder. You can choose a rich content full of marketing words, promotional images, and other marketing tricks that common marketing people use.
Our approach is quite the opposite way, we keep it simple and to the point. Prospects actually respond to honesty, no lengthy messages filled with marketing words that do not have a clear meaning. We found a paragraph that describes our intention exactly:
“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer makes all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.”
— William Strunk Jr, The Elements of Style.
We use personalization and variables to make the email appear like it is actually written by a person to the prospect.
STEP 3: Number of messages
It is not always the rule that the more messages are the better the result. Especially when people just resend the same email and hope for a different outcome. For example, our most common follow up email is:
“Hi #Name#, I emailed you a few days ago and as I didn’t get a response, I wanted to make sure that you received this email. I wanted to get your feedback on our product/service… Below is the original email I sent you. ”
We can send 3rd, 4th and 5th mails, but they all need to be designed smartly so as to support the promotion and increase the response rate.
STEP 4: Sender of the e-mail
We have the capacity to send bulk personalized emails via our servers. We can use our domain as the sender, however, we advise them to be sent from your domain. A potential client can then go to the website to read more about your product or service.
STEP 5: E-mail communication support
Not every response leads directly to selling your product or service. There are many prospects that will ask additional questions, seek references or ask for clarification. These responses need to be manual, as the prospect needs to receive an actual answer rather than a generic response.
We can support you in the building of FAQ (Frequently Asked Questions) and answer the majority of these questions for you. The FAQ is a live document that is updated as new information comes to us. This way, whenever a prospect asks a question that is already detailed in the FAQ, we can respond to it on your behalf. With this approach you avoid duplication answering the same question to many prospects.