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Qualifying your Contacts with ACT! E-marketing - Guest Blog by Annie Cooley

by ‎01-22-2010 11:20 AM - edited ‎03-18-2010 11:07 AM (1,508 Views)

 Annie Cooley from Swiftpage joins us today with some very intriguing questions and insights...

 



Qualifying your contacts with ACT! E-marketing

By: Annie Cooley, Swiftpage

 

Our very first post for the ACT! by Sage Journal shared insight into lighting up your email lists. It stressed the importance of thinking first of who your message will be sent to and why you are sending it to them, more than just “Well, I haven’t sent an email in a while, better get one together.”

What if I told you the targeting doesn’t stop there? What if I told you your return on investment could increase even more because of it?

Let’s present another scenario with a qualified call list thrown in.

ACT! E-marketing’s Call List feature automatically gives you the advantage as it assigns a score to each of your recipients based on their interaction with your email messages. It produces a ranked, qualified list of who to call first. You can segment and send the qualified call lists to your sales department, putting them in front of your hottest leads.

Let’s look at the numbers again. Your list size is 500 targeted contacts, your conversion rate to sale (with a call list) is conservatively 7.5% and your product costs $350. A Call List ranks every email recipient that has opened the email.

Marketer A:
Sends email to 500 contacts with targeted message but does not follow up with a generated Call List
Open Rate: 36% - 180
Click Rate: 24% - roughly 43 clicks
Initial Conversion Rate: 5% - roughly 2 sales

Revenue generated by Marketer A - $700

Marketer B:
Sends email to 500 contacts with targeted message plus a generated Call List
Open Rate: 36% - 180
Click Rate: 24% - roughly 43 clicks
Initial Conversion Rate: 5% - roughly 2 sales
Call List Conversion Rate: 7.5% roughly 13 sales

Revenue generated by Marketer A - $5250

Not only does this generate more revenue, the Call List also saves your sales team valuable time. They no longer have to make those expensive cold calls because they know exactly who is interested and ready to purchase. So, with your next e-marketing campaign, don’t just stop at a targeted message, put your ACT! E-marketing Call List to action, follow up with your qualified leads and see the results for yourself.

Oh wait, it doesn’t stop there! Did you know with Drip Marketing you can set conditional actions based on your contact’s actions with previous drip marketing stages or specified field in your ACT! database? But that is another story and another article. Stay tuned!!

Side note: The metrics above are when the Call List is managed properly. There are still several items that go into closing a sale including: the message presented in your email, your appropriate response and the skill level of your sales team. None the less, the Call List automatically gives the advantage in reaching your most interested clients.
 

Message Edited by tmergel on 01-22-2010 11:20 AM
Message Edited by tmergel on 03-18-2010 11:07 AM

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