MARKETING FEATURE CONT .
If you want to spam people , you ’ ll have to find someone else to help you commit suicide on your domain and sender score .
Remember , using this approach , or any type of e-mail marketing , requires that you honor a prospect ’ s request to opt out if they ask to be removed . Also , all e-mail campaigns must have clear instructions for how to opt out . You should also remove any e-mails that bounce , as they will continue to hurt your sender score if you keep attempting to send e-mails to them .
Opting In Is Only Step One
Getting someone to opt in ( i . e ., subscribe ) to your e-mail list is only step one and is a very difficult and expensive step at that . It ’ s common for MSPs to spend $ 100 + to get an e-mail opt-in , even more if you are looking for a very qualified lead that wants to book an appointment to talk to you about IT services .
From there , these leads need to be cultivated into SQLs , or “ sales qualified leads ,” that 1 ) meet your qualifications for a qualified lead , and 2 ) want to meet with you . This is done with a strategic follow-up process and designing your campaigns so that this delivers the maximum number of appointments , not just leads and subscribers .
If you ’ re casting a wide net to get the maximum number of subscribers and leads , you will also get a lot of people opting in who are not ready to move forward in meeting with you and are not responsive to additional e-mails . Sometimes they just want to get the offer you made . Sometimes it ’ s an impulse action birthed from curiosity , not a signal they ’ re a buyer in heat , which brings me to a very important point : The goal of lead generation marketing is not to just produce “ buyers in heat ” but a pipeline of “ getting ready to buy ” prospects who will , with proper communication and follow-up , turn into “ ready to buy ” prospects at some point in the future .
Therefore , opting in is only step one . From there , you want to continue to e-mail your list no less than four times a month , roughly once a week , with additional content they ’ ll find useful , interesting , or entertaining . That is the only way to keep prospects engaged and responsive , and it ’ s extremely difficult to get right . Over time , leads will become unresponsive , either opting out altogether ( most common ) or simply not opening and clicking on e-mails . When a prospect becomes unresponsive for a period of more than three months , you should send them a “ reactivate ” e-mail to attempt to get them to open , click , and / or respond in some manner . Here ’ s an example of one we ’ ve used successfully :
Sample " Reactivate " Email Subject line : I think we should part ways . . . << First Name >>,
My e-mail delivery system shows that you ’ re not opening , reading , or clicking on the e-mails I ’ m sending , which is a sign you no longer have interest in getting them .
Therefore , I ’ m going to unsubscribe you and stop sending you e-mails so I don ’ t add to your already overblown , spam-filled inbox .
HOWEVER . . . if this is a mistake and you still want to stay subscribed to get my e-mails offering videos , articles , and blog posts , then click on one of these links below to let us know you want to stay on our list :
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Of course , if you want to unsubscribe , then do nothing and this will be the last e-mail you get from me — or you can expedite this and click here to remove yourself .
I ’ m not trying to be hurtful , but I only want to e-mail people who really want to get them so I don ’ t add to the already ridiculous amount of spam in the world today .
No matter what you decide , I ’ m dedicated to providing you value in advance . . . and STILL dedicated to YOUR success ,
Robin
10 | MSPSUCCESS . COM