Converting Your Prospects into Leads Using Emails

Converting your prospects into leads using emailers When anyone tends to give you their contact details, they might not be ready to have a sales conversation. It is important to nurture them to a point that they become ready to have a sales conversation. However, in order to nurture them, you require some methods through which you can stay in touch with them for a longer enough duration. Audience aggregation is one of the methods businesses use in this case. In this method, you simply aggregate the audience at one place and then you continue to deliver multiple messages at various point of time. There are various channels to do audience aggregation and one of the most common channels is Emailers. In this session, we would give you an understanding on the concept of audience aggregation and we will go into the details of how to effectively do the same using Emailers. In order to set the context right, let me share this graph with you. This is a bell graph that represents the distribution of different kind of people who usually visit a website. Do not really get stuck on the figures. The idea here is that majority of people who are visiting your website are not ready to buy your products or services. It is not that they will never buy but they are just not ready to buy at this stage. But, if you leave them, you would be leaving them forever or if you take the burden of maturing them and addressing their concerns while they are moving from the stage where they are not ready to buy to a stage where they are ready to purchase, the chances are that you can eventually turn them to customers. And this is what is the real advantage of doing lead nurturing through audience aggregation. Another major advantage that we see where audience aggregation plays a major role is getting the dropouts back into the funnel. All of us as marketers are aware of some kind of marketing funnel that you would be using internally Like here we start with getting users eyeball and move people ahead getting them aware of the kinds of products that you have and then make sure that they consider your product and so forth. Here the critical element is not the way you have defined your funnel. No matter the kind of funnel that you have, at every stage there will be dropouts. the main concern is how you can actually get those dropouts back into the funnel Audience aggregation is a method to do that. What you can do is, all the people who are dropping out, you can get them aggregated somewhere and continue to deliver a message and nurture them in their buying process. At the right time they would eventually come back to your marketing funnel that you have created for your business. So what exactly is audience aggregation? As mentioned earlier that during audience aggregation, you bring your audience together in one platform. Like you can see here, here is a field of plants and you bring them together at one place and now what you are doing is you are nurturing them by sprinkling content. The content that you will use will be dependent on how you want them to mature in the buying process. Over a period of time you would observe that a good number of these potential customers will get matured and will come to you as inbound sales ready leads. Another point that i want to make here is that this is a continous process you will continue to bring people together, you will continue to nurture them and over a period of time you would see that this will become one of the major source of sales ready leads. One of the methods through which you can do that is through emailers, one of the company which has been effectively doing it is mixpanel. It's an analytics tools company, which has a tool which is in competition with Google analytics and KISSmetrics. What they have done is that they have aggregated audience over emailers and they keep pushing out different emails in order to move people forward in their buying process. As you can see here, this is one of the emails that was sent out to their audience. The title of this email here is BS metrics, which is *** metrics. What exactly they are discussing here is in this particular emailer is that all the metrics which are normally being used by the people or in a way, which are actually provided by Google analytics including the page views are *** metrics and not they are really not the one that would give you good business value. Since they have an analytic system which is based around the events rather than page views, they are trying to convince people that they should really be tracking events rather than page views. So in a way they are convincing people about the opportunity of their product. We will discuss further with lots of examples and case studies in the actual session. Thank you