7 Reasons You Should be Using Email Marketing Alongside Telemarketing
In spite of how widespread digital marketing has become over the last 10-15 years, telemarketing still remains a very effective way to build relationships with clients and sell your services.
That being said – smart business owners know that the key to rapid growth is to make use of multiple forms of marketing and use them together for maximum effect.
Telemarketing can be effective on its own, but you can often make your efforts even more effective by using email marketing alongside your telemarketing campaigns. Here are 7 reasons why this combo is so powerful:
1. Email Is Incredibly Effective
According to Signupto.com’s 2015 report on email marketing, emails sent by UK organisations have an average open rate of 24.45% and a click-through rate of 3.13%. When you consider there is no upper limit to the amount of prospects you can send emails to, these figures reveal the huge potential of email marketing for almost any type of business.
Used the right way, email can be effective on its own, so even if you use telemarketing heavily you shouldn’t rule out the potential of adding email to your mix.
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2. You Can Target Clients More Appropriately
When you use email marketing alongside telemarketing, you have more options. There might be certain clients who you know will be more receptive to an email than a phone call and vice versa. Having this option for how to reach out to prospects can make a big difference when it comes to building relationships and making sales.
3. Email Is Very Cost Effective
According to The DMA’s National Client Email Report 2015, over a third (36%) of businesses surveyed had a ROI of £51 for every £1 spent on email marketing, with 18% of companies reporting an ROI of more than £70 for every £1 spent.
When you also consider that B2B telemarketing has an average ROI of £11 for every £1 spent then it’s easy to see when using email marketing and telemarketing together is a very attractive prospect for businesses that want to get the most out of their marketing efforts.
The message here is clear: both channels are worth pursuing. But with email marketing being so cost effective is seems crazy NOT to be using it in some way!
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4. You Can Nurture Client Relationships
When you’re trying to make a sale but just build a relationship with a new client, you have to walk a fine line. On one hand – you don’t want to be too pushy, but on the other you don’t want to let a potentially great deal fall through by being too laid-back.
A great benefit of using email marketing alongside telemarketing is that you can build a rapport with potential customers in a very natural way. For example, instead of just calling a new prospect out of the blue, you can send them an email first to let them know who you are and what services you provide
5. Email Is Great For Follow Up
Some clients (or potential clients) don’t appreciate being called constantly by pushy sales people. If you haven’t heard from a prospect and you want to close a deal but without being too pushy, email can be a helpful tool.
This is another area where email marketing provides unique benefits. An email is much less intrusive than a phone call and will usually be much better received, especially in the case of trying to close a deal.
You can use email to keep the conversation going and then potentially follow up with a second (or third) phone call down the line when the client is ready to speak.
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6. Email Works In Almost Every Industry
Mailchimp’s benchmark stats for June 2015 show that email marketing is effective across a wide range of industries. Of course, some perform better than others but the average open rates are impressive even for poorer performing industries.
Although the numbers differ, the same can be said for telemarketing. There’s a reason that it’s still so widely used, particularly in the B2B sector.
7. Email Makes Tracking Results Easier
Another key benefit of email marketing is that it makes it very easy to track the behaviour of your prospects. While stats such as open rates and click-through rates are certainly important, you can go deeper and find out which parts of your website your prospects are visiting and how long they stay for.
This kind of in-depth tracking and measuring is something that’s not possible when you solely use telephone marketing, so by using the two together and tracking behaviour you can get a clearer idea of how your prospects are reacting to your marketing efforts.
Conclusion
If you aren’t currently making use of email marketing, hopefully this post has convinced you to give it a try. And if you are already using telemarketing, even better!
Building a list of prospects will ensure that you’re able to market your services in an extremely targeted and cost-effective manner at any time.
Andy Dickens
Andy Dickens is a veteran of IT Sales, used to leading by example. He is the CEO of Virtual Sales Limited (VSL) who offer telesales, telemarketing, lead generation and appointment setting services to B2b businesses. He previously was Sales Director EMEA for Red Hat and before that ran sales at Visio before it was acquired by Microsoft.