An article by Joy Gendusa offering great insight into bettering your email marketing strategy….
Email marketing is similar to social media in that it’s a marketing tool that’s most effective for follow-up, not lead generation.
Consider these statistics about follow-up: 2% of sales are made on the first contact; 3% of sales are made on the second contact; 5% of sales are made on the third contact; 10% of sales are made on the fourth contact; and 80% of sales are made on the fifth to twelfth contact.
Yet… 48% of salespeople never follow up with a prospect; 25% of salespeople make a second contact, then stop; and just 12% of salespeople make more than three contacts.
Effective follow-up equals more sales, yet most businesses do not follow up enough with prospects. Enter drip email marketing: To nurture leads, you can send a series of emails on a set schedule—a drip email campaign—to your prospects until they become ready to buy.
Now, let’s talk about how to create effective drip email campaigns. It only takes four simple steps.