Driving Sales with your e-Newsletter

Would you like potential new clients to ring you up?
That’s what happens to me. Potential clients pick up the phone and contact me. My newsletter is one channel that creates this result for me. Readers are interested in what I have to say. They feel engaged with me.
But this is not enough.
I also have a call-to-action every time I communicate with my readers. I encourage them to buy one of my products. That creates sales and it also sets the phone ringing.
Is a call to action enough to fill your presses?sales
The honest answer is probably not – especially if you have such a productive press as a Xerox press! So here is another way to use your newsletter to drive sales. Note that this system requires you to send out your newsletter electronically.
It also requires you to use a system that tracks action in your newsletters. I use MailChimp. I like this system because it is easy to use. It is also free until you have a list of 2,000 contacts (although the functionality is better with the paid version).
So here’s a three-stage process to drive sales with an e-mail newsletter

  1. Offer a downloadable resource

People who are seriously interested in a product or service like to have more information. Consider a free download that offers, for instance, 5 ways to get the best out of a direct mail campaign. (You can set up the download within MailChimp, or you can set it up on a specific page on your website).
Put a link to this resource in your newsletter. Make sure you have a clear call to action to download it. Tell people that it is free and that they don’t have to leave any contact details.

  1. Check who downloads the resource

A good e-mail system will be able to tell you exactly which users have clicked through to the resource. A couple of days after you have sent out the newsletter, download this report. Straight away you have a list of people who are interested in this product or service.

  1. Contact your new prospects

It is now time to pick up the phone! When I have used this system, I have had an incredibly high rate of success with my calls. Not everyone has made a purchase, but I have managed a worthwhile call with nearly everyone. These calls have often led to discussions about other products and services as well.
What happens if you don’t have the phone number for the prospect?contact
If you have a name and e-mail address it is very easy to find out the number for a prospect. A simple Google search will reveal the number for the customer if their e-mail includes the company name. You may even be able to find a direct dial line for them. And using LinkedIn can even reveal their cell phone number.
Here’s a case study
90 minutes ago, I sent out an e-mail about my mentoring services. Already, I have a list of 14 people to call. I know this list of contacts will grow throughout the day.
Try this system out for yourself
It’s a simple, cost-effective way to build a series of successful calls and sales meetings.
Editor’s Note: This post is part of a larger series on how to effectively leverage digital media channels to drive sales:

PS If you’d like more information on how to use social media effectively to drive readers to your newsletter and to sell printing services, download my free e-guide “Ten Social Media Rules For Print Sales People”. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to use social media and sell print effectively.

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