The major issue that a lot of businesses often have with their marketing campaigns doesn’t actually come by way of a lack of viable prospects. In fact, it’s quite the opposite – most businesses have more prospects than they know what to do with. It’s getting those prospects motivated to take that next step – to turn them into genuine responders in every sense of the term – that a lot of organizations struggle with.
But if you’re looking for new opportunities to improve your response rate and establish meaningful connections with people by way of your marketing campaigns, don’t worry – there are a number of options available to you to choose from depending on your needs.
Creating a More Active Experience For Your Customers
First, you need to understand that converting prospects into responders isn’t necessarily as easy as flipping a light switch. Roughly 90% of all sales are closed between the fourth and 12th contact attempt… but at the same time, only about 10% of all sales professionals actually bother to go beyond a third contact attempt.
What this means is that you need to embrace the fact that you’re in this thing for the long haul… and sequenced mailings are a bit part of how you do that. Create compelling, relevant collateral for ALL of those touch points. Use targeted mailing best practices to make sure you’re reaching out to the type of people who are most likely to become your customers in the first place. Build your marketing campaign in a way that creates the most personalized experience possible – get rid of those generic “Dear Sir or Madame” greetings and come right out and use someone’s name.
You’re not trying to “convince” someone to do business with you as much as you are warming them up to the idea of establishing relationship with your brand, and that is something that will (understandably) take a fair amount of time. You need them to come to this realization of their own free will, and sending out as many thoughtfully constructed sequenced mailings is how you do it. On the plus side, all of that effort will certainly payoff. You’ll end with more than just a one-time customer and will have a loyal legion of followers before you know it.
If you’d like to find out more information about converting prospects into responders, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
