How much potential revenue have you left on the table through failed communication marketing efforts? The answer for most sales-focused businesses is, a lot.
In today’s world of marketing where there are so many potential touch points with potential customers and clients, it can be hard to dial in on the most effective strategies for doing so.
All customers and clients are different and will react differently to how, when and where you communicate with them. In this short guide, we’ll be discussing the top tips and implementation strategies for leveraging email marketing, SMS, and ringless voicemail to increase revenue and customer relationships for your business.
Leveraging Email Marketing
Whether you’re sending out cold emails, cycling clients through email sequences, or trying to effectively close deals, improved email marketing strategies can improve all facets of your sales process. The following are the best tips to implement to your email marketing strategy to increase revenue and conversions.
Segment your email lists for targeted email sequences
Not all email campaigns are created equally and in order to get the most out of the messages you send, it’s crucial to segment your email lists.
It’s best to segment email lists according to what is the most impactful for your particular business. Some campaigns will benefit more from segmentation based on demographics (age, sex, location), while others will benefit more from what content they’ve interacted with, past purchase behavior, and so on.
By segmenting your email list first, you can then go on to creating your sequences accordingly.
Keep your messages focused & personal
One of the biggest reasons why email campaigns don’t perform or convert as well as intended is that there is simply too much information or distractions present in the message.
The best way to prevent this is to focus on one thing only for each email.
What is the most important message you’re trying to convey? What information is needed to get this message across? What isn’t needed? Is there a clear CTA for your reader to act upon?
You should be asking yourself these questions with every email you create in order to generate the most effective results.
Additionally, It’s been shown that personalized emails receive a 17% reply rate as compared to generic emails that typically only receive a 7% reply rate. Therefore, it’s important to keep each message personal and catered to the customer or client you’re sending the message to. Utilize past information you’ve gathered on the customer including their business, pain points, and purchase history.
If you have email sequences established with current or previous customers, encouraging referrals is a great strategy for keeping customers invested in your product, while simultaneously bringing in “free” warm leads.
Offer incentives for each referral they could bring in. Think, what value would a customer receive by referring their friends or colleagues to use your product or service?
It’s a surprise that more businesses aren’t implementing SMS marketing for their sales strategy since SMS messages have an incredible 98% open rate and 90% of messages are opened within three minutes. Here are the top tips for how you can leverage SMS strategies to increase your revenue:
Know your customers
As mentioned above with emails, segmentation is equally as important for SMS campaigns. Analyze and segment your customers based on location-based demographics and purchase history.
This is incredibly important for sending promotion based texts. For example, if you’re an insurance broker, you wouldn’t send a text offering discounted monthly payments to a customer who recently purchased insurance at full price.
Timing is everything
Even more so than emails, timing and immediacy are key when it comes to crafting effective SMS campaigns.
Sending texts that contain promotions, sales, or local events are most effective when they are in-the-moment impulses. This could mean sending a promotional reminder a few hours before it ends, or inviting clients to an event the morning of.
Keep in mind that while communicating through SMS is effective and easy, it’s also incredibly personal. You wouldn’t want to receive a text from a company at 1am, and your customers don’t either. A guideline for acceptable hours to send SMS messages is between 8am and 9pm.
Utilize effective CTA’s
Specific call to actions increases the likelihood that clients will engage with your messages and convert.
Effective text CTA’s can include:
- “Claim your offer here”
- “Text back to RSVP”
- “Show this text for x% off at checkout”
Your CTA’s should reflect the offer or message your conveying and make it as easy as possible for a customer to follow through. Determining the best CTA’s will take some tinkering, so it’s important to analyze results for different scenarios on a regular basis.
In recent years more businesses have begun to incorporate ringless voicemail in their sales strategies primarily due to the ease of non-intrusive communication and efficiency. The best method for implementing ringless voicemails in your strategy is as follows.
Plan Your Campaign
Like Email and SMS, the first step for planning your ringless voicemail campaigns is to segment your contacts based on purchase history, demographic information and their positions in your sales cycle.
The next step is determining the frequency of messages. Many companies employ a drip method, where for example, customers have left messages once weekly over the span of a 3 to 6 month campaign. This will help to establish consistency, and also space out the number of return calls to process.
To get the most value out of your messages, consider who you’re sending what to and the response you’d like to elicit. For example, leaving messages to customers who are “just about there” in the sales cycle and offering an exclusive discount could be enough to bring them across the line and convert.
Keep Messages Natural & Organic
No one likes receiving spammy, robotic sales calls. Keep your messages short, personal and natural. Use their name, touch upon their established pain points, and give just enough information to elicit a callback.
Providing too much information or having an unclear message can overwhelm customers, and make them more likely to ignore you.
Establish a process for following up
Depending upon the volume and frequency of messages you’re sending, you’ll need to have a process in place for responding to callbacks and connecting them with the right team member to provide the guidance and help they need.
Before you set your ringless voicemail campaign in motion, make sure your staff is prepared with the right background info and the next steps needed to guide each customer further into the sales cycle.
Syncing Channels into One Concise Strategy
While all of these channels are undoubtedly effective on their own, to get the most out of your efforts it’s import to sync these channels into one concise strategy.
Utilize segmentation across channels
We talked a lot about the importance of segmentation in this guide, for all channels.
When syncing these channels together for your marketing strategy, you may find it useful to keep the segmentation of your contacts the same across all channels to reduce time spent segmenting, and to increase the effectiveness of your messages.
Track results consistently
Perhaps the most important step you can take after unrolling your new campaigns is taking time monthly to deeply review the results each channel has brought in, and tweak or remove segments accordingly.
More touch points to close sales
The more touch points you have to send effective and valuable messages to your customers, the higher your chances are for getting them to convert.
Luckily, with this omnichannel strategy, you will have all of the opportunities you’ll need when structured effectively. However, always have respect for your customer’s time and personal boundaries.
Ex: if a customer hasn’t been responding to your email sequence, don’t spam them with texts and voicemails until they respond.
Utilizing modern communication channels like Email, SMS, and Voicemails can be incredibly powerful tools for your business to not only streamline your sales cycles but to bring in additional measurable revenue.
As with all new marketing initiatives, effectively implementing these strategies for your campaigns will take time, resources, and cooperation of your sales and marketing team members. It’s crucial to carefully plan your campaigns based on your customer base and current objectives, and tweak accordingly as you track results and progress.
When correctly integrated, these strategies will increase your customer relations and allow you to avoid leaving potential revenue on the table at each step of your sales cycle.