March 2004

Getting Past Spam to Generate Qualified Sales Leads
By Laura Vavrunek, MAXMIN Marketing

With the influx of spam email over the past year, you may have decided against using email for lead generation. However, with the introduction of spam filters and the increase in opt-in subscribers, you should reconsider using this low-cost, quick-results vehicle to promote your next product or service. Here are a few simple rules to get you started and help guarantee you a better response.

Know Your Audience
It's rare that the whole world needs your product or service, so narrow your audience to the few who matter. This not only saves you money on direct marketing costs, but it increases your chance of quickly connecting with higher qualified prospects. Most reputable list-rental brokers offer criteria selections to narrow your target audience by geography, title, industry, and company size. Use them to hone your list selection.

Have Something of Value to Offer
Features and benefits alone are not enough to sell a product. Addressing a pain point or solving a specific problem for your prospects will get their attention first. With the overwhelming number of emails people receive daily, yours must rise above the others just when they need it most. Sometimes timing is everything, especially with the right offer.

Say It Right
If your budget allows you only one shot at producing and sending an email creative piece, your message must be succinct out of the gate. Although the best practice is to test various messages, lists, and offers with your audience, this may not be your option. Start with the subject line; the first words your recipients see need to entice them to open your email. Once opened, they'll look for the value you have to offer. Place the offer upfront with an immediate link to your landing page. Keep it short. They can always download white papers for the details.

Use Creative to Complement Your Message
A majority of present day email programs accept HTML formats. Take advantage to showcase your product or enhance your message with relevant images. Again, keep it clean and simple. If your recipient can only accept text messages, the words have to do all the work.

Launch Your Campaign
You know you've achieved success when, after you launched your campaign, you immediately realize how many recipients have opened your email, clicked on your offer, and registered to receive more information. An average, open-email rate is between 20 to 40 percent; click-through is 1 to 2 percent; and form completion is half a percent.

MAXMIN Marketing is a creative marketing services company that helps businesses generate qualified sales leads, create market awareness, and retain customers using proven communication vehicles, efficient program management, and outstanding creative. Visit our portfolio online at www.maxminmarketing.com.