Convert Readership Into Revenue
 A quality eNewsletter can be an extremely valuable marketing tool but it is often overlooked as being a highly effective sales tool. With eNewsletter marketing readership can be looked at as a marketing measure, and revenue as a sales measure.
So how do you convert readership into revenue? Understanding a few key elements of the follow-up process is a great place to start:
Fully utilize your reporting capabilities. With all of the unique software tracking capabilities that are available with today's technology, it's easy to interpret statistics to determine readership. However, you can also utilize those statistics to uncover new sales opportunities.
Don't delay the follow-up process. A sale is based on the prospect's timing. If readers display a certain level of interest, make sure to forward the information to the appropriate salesperson for immediate follow-up.
“The statistics from your eNewsletter show very time-sensitive, actionable sales data,” said Jordan Way, marketing consultant at Proven Systems. “Since a sale is based on your prospect's timing and not yours, these statistics provide great insight that helps determines when you initiate contact.”
Prioritize your prospects. Focus your efforts on those who thoroughly read your latest edition. Give top follow-up priority to your most attentive readers. It's easy to become distracted and focus on those who deleted or didn't read your eNewsletter.
Be prepared. Take care in your initial approach with prospective clients regarding eNewsletter clicks. Decide on an approach prior to initiating contact and determine whether to make any mention of your eNewsletter. Whatever you do, save their time and yours by being prepared on how to begin the conversation.
As a marketer you search for ways to gather statistics on your marketing efforts. Unlike many other marketing investments, an eNewsletter provides you with statistics that contain highly valuable, time-sensitive actionable sales data.
This data gives insight into the prospective clients' level and area of interest, as well as their timing. Understanding the synonymous relationship that exists between eNewsletter marketing and sales opportunities is important to the success of any organizations' email marketing efforts.
To learn how you can put your company eNewsletter to work for you, contact the experts at Proven Systems Corp., 970-223-6565 or visit www.ProvenSystems.com. |
