As a company promoting a service, rather than an item or a new launch, your approach to email marketing will be different than a traditional big box store or a boutique. Instead of flash sales, coupons, or free delivery on a Friday night, you need to promote the value of your service. Since nurturing a potential lead through the sales process can take months, it is imperative that you keep them informed, engaged and interested in your business and your value.
Buying a new home or remodeling your current home can be very stressful. So it’s no wonder homeowners are surfing the web to research what to expect before they start. They find your website and shoot off a quick email for more information, and unless you’re able to respond promptly, you’ll lose the potential lead. With marketing automation, you know every lead is followed-up on and provided relevant content in preparation for your sales team making contact.
Depending on which study you read, as many as three out of four internet leads today fall through the cracks, never being followed up on. That’s a shocking statistic already, but apply the figure to your own leads per month, and you might start to sweat. If you receive 100 internet leads in a month, 75 of them are going nowhere.
When most people launch an online store, they focus on Internet-based marketing tactics, email marketing and social media. Very few choose to integrate offline marketing with their efforts, and still fewer use direct mail as part of their strategy. However, while it may not be high-tech or new, direct mail can be a great way to launch an online store, and here’s why: