THE EMAIL PROSPECTING ECOSYSTEM TARGET CONTACT ENGAGE ACQUIRE
A 5-STEP PLAN TO EXPAND YOUR EMAIL UNIVERSE AND FIND NEW CUSTOMERS, WITHOUT THE RISKS! Email is one of the most powerful marketing channels. High ROI and low cost make email the backbone of many companies marketing activities, yet it can be difficult to apply that power to acquiring new customers. The main worries are deliverability issues and potential for spam complaints, which will negatively impact your company s sender reputation and overall email deliverability. What s the solution? When you need to acquire new customers, the last thing you want to do is leave the power of email marketing on the sideline. These 5-steps will show you how to create a customized and separate email marketing ecosystem for acquisition and lead generation purposes, for both consumer and B2B marketers. This is an ecosystem you can leverage to source new prospects and clients, without risking your current corporate email infrastructure. step 1. ARGET Identify and T Acquire Your Target Prospects Not long ago marketers did not have the opportunity to access and leverage large non-customer email universes. Fortunately, this has totally changed! With ever increasing consumer online interactive activity, email remains the primary online communication tool. The byproduct of the increasing online activity is more and more comprehensive email information, which is highly accurate, highly relevant and highly deliverable email data. This is email data that is tied to an individual, household or business along with associated demographic and lifestyle information, which can be targeted and selected as the universe for your prospecting ecosystem. 2
step 2. Keep Prospecting Separate As a best practice, it is recommended to keep your customer and prospect email initiatives and infrastructure totally separate. Why? Your customers rely on your corporate email communications for alerts, notifications, confirmations, receipts, sales/discounts, events and a whole host of operational and marketing transactions that bring value to the consumer. One bad prospecting campaign via your corporate email infrastructure can risk the delivery of your valued corporate email communications, thus why it is important to keep your prospecting emails campaigns separate. 5 ADVANTAGES OF WORKING WITH A PARTNER Totally Outsourced: You provide your insight, targeting, copy and cadence, we ll deal with everything else. Deliverability expertise ensures your branded acquisition message gets delivered and opened. (And only pay for delivered emails!) Custom Solution: Your customized solution is driven by your acquisition or demand generation goals! Isolated: The best practice is to keep customer and prospect email initiatives and infrastructure totally separate while maintaining compliance with your existing corporate email requirements. Deliverability and Risk: You don t have to deal with deliverability issues and ISP concerns. 3
step step 3. CONTACT Develop a Contact and Cadence Strategy The contact and cadence strategy should be specific to your prospecting ecosystem s goals. Deploy three, six, nine or twelve messages to the same universe designed to work together to convert these prospects into customers. The marketer maintains total control over the entire process by providing the message content and dictating the message cadence. 4. ENGAGE Evolve the Offers and Messages With Each Wave Multiple messages sent during multiple waves gives you the chance to continually learn and improve the emails you re sending as you develop a deeper and more relevant understanding of prospects. Testing between each wave helps to identify the elements that resonate for your specific prospecting universe. Use these lessons to evolve the next waves and maximize conversions and engagement. 4
EMAIL PROSPECTING ECOSYSTEM BENEFITS Stay top-of-mind with prospects to increase conversion, loyalty and lifetime value. Spend less than you would in other channels to drive new customer acquisition. Extend reach from other prospecting initiatives into online initiatives. Gain a deeper and more relevant understanding of prospects. Create an email marketing channel to provide exclusive offers, create awareness and deliver other benefits to the prospect universe that will stimulate demand for your product or service. step 5. ACQUIRE Grow Your Email Universe Without the RISKS! As a result of your customized email prospecting ecosystem you will acquire highly qualified leads, in addition to new customers. There will be some consumers that open your prospecting messages, click on certain links and offers but never convert. You can actually acquire these highly qualified leads to bring in-house for continuous marketing efforts in attempts to convert to customers. 5
Email Append, LLC Your Trusted Email Data Solution Specialist Email Append LLC is the leading provider of customer driven email data solutions consisting of consumer and business email information products and services, database marketing services, data processing services and customer and prospect email marketing solutions. For over 16 years we have provided customer driven email data solutions and services to leading companies in multiple industries by providing the most accurate and deliverable email addresses in the market. http://www.emailappend.com/ & http://www.emailchangeofaddress.com/ To discuss creating your customized Email Prospecting Ecosystem: Contact Tim Swigor via tim.swigor@emailappendllc.com or 781-631-3600 Ext 1 Email Append is a registered trademark of Email Append LLC