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Feature


Communications & Marketing


Building an engaged


I think we all would agree that these are strange times, but how do we ensure that we come out on the other side, not just with our businesses in one piece but perhaps even stronger? I have specialised in using email marketing, CRM and tracking tools to drive sales and help businesses grow for several years, and so I want to share three strategies that I believe will help you take advantage of the opportunities that will present themselves when lockdown is over.


1. Getting your data right Understanding your data is absolutely key when it comes to generating a qualified sales pipeline. But don’t get hung up on the size of your database -the most important thing to focus on is segmenting, because if you send the same message out to everyone, you’re inevitably going to alienate some of your audience. Start dividing your database into


easily definable tags, such as customer types and geography, then move onto things like their interests, or pages they have looked at on your website. Segmenting means sending the relevant information to the relevant people, and so you will soon see your engagement go up by at least 60 per cent. Next, try not to think of your


data as being in lists, but as something more dynamic - a prospect will only be in the buying cycle for a short amount of time. During that time they will want your sales messages, but outside of that, too many promotional emails are likely to make them to


54 CHAMBERLINK May 2020


disengage and unsubscribe. Try using automation in your


email marketing and CRM to automatically move contacts in and out of different marketing message groups, based upon their online activity. For example, if you sent out a newsletter and a contact, ‘John’, then went onto visit the customer service page on your website a few times, it’s probably safe to assume that he is experiencing issues with his current supplier and is researching alternative companies. You can then set up a rule in


your email marketing, that would make John a ‘hot prospect’ and would move him from receiving the general newsletter to a series of targeted messages around customer service to nurture him further. The analogy of a slow flowing lazy river (newsletters) and fast moving rapids (targeted messages) is often used to describe this process.


2. Be the best radio station you can be Imagine that you are out driving and the radio station you are listening to starts playing songs that you don’t like. You’re going to change station, right? Well if the email marketing you send out is not what your customers want to read, they will do the same, but the way that they do that is to unsubscribe or send you to junk, which means less ‘engagement’ and less opportunities to follow up on.


So, think about what you are


sending out - do your customers want to receive it? If it’s about how you have achieved the latest


Understanding your data is key when it comes to generating sales pipelines


sales pipeline - preparing your business to come out of lockdown By Simon Washbrook (pictured), founder of Popcorn Email Marketing


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