MSP sales stand to see an increase in conversions of target clients through email marketing campaigns that are carefully managed. Automation can help, but it’s essential that you don’t make those on your email list feel as though they’ve given their address to a spam agency. Whatever email outreach you do needs to successfully invite follow-up at a statistically predictable rate that incrementally increases as you refine operations.
Tips in Encouraging Email Follow-Up
Solid Customer Relationship Management (CRM) software can be key in helping you organize email outreach programs. Still, you can’t just leave your campaigns to these kinds of programs. You will need to take a hand in managing things, but you don’t want to re-invent the wheel. Trial and error can produce results, but it’s better to inform such efforts with available data. Consider these tips consultation groups providing MSP solutions often advise:
Lead Prioritization for Maximization of Impact and Personalization Potential
Your MSP sales team needs to operate using categorization protocols. What prospects are going to actually buy from you? Where are they on the sales cycle? CRM helps you categorize. You need to find a way of scoring leads. There’s no use wasting time on leads that will never convert.
At the same time, clients who are about to convert don’t need to be inundated with TOFU (Top Of the Funnel) marketing. Lead scoring and prioritization is key in maximizing email effectiveness. You put those at the top in the “personalization” category, and tier others accordingly.
Dialing Up Personalization Depending on Outreach
Once you’ve scored your leads and even existing clients in your outreach marketing list, you want to decide where personalization makes the most sense and how much to commit to a given email. Those closer to conversion should have greater attention put into associated emails. Those who have merely responded to your emails are at another level–depending on their response, of course. CRM solutions need to have a way of gauging responses to your email outreach campaigns.
Leaving Automation in “Charge” of Everything Else
After you’ve prioritized leads for impact maximization and appropriate personalization, you want to ensure all other contacts in your marketing database are properly nurtured. Automation makes this ideal. Essentially, you can make it so that any email sent out arrives at the most opportune time. You can do this with regularity. Think of automation as a filter or net. Your automation “net” pulls more qualified prospects from the “sea” of leads, allowing you to “harvest” them into conversion.
Making Marketing Emails More Effective
MSP sales teams which automate where appropriate, personalize as necessary and prioritize leads have a greater likelihood of seeing conversions increase. Email marketing maximization has much potential, and using the right CRM software, you can acquire illustrative data for future outreach.