My colleague asked me an interesting question this morning: When should you send an email to a prospect ' before or after you've called them? I didn't have a solid answer for him because it depends on the type of teleprospecting campaign we are talking about. Trying to execute one emailing strategy across all campaigns is like trying to fit a square peg in a round hole ' it just doesn't work. In order to effectively pair emails with your calling efforts, you need to make sure you are refining your strategy based on each campaign.
Let's take a look at some of the various types of teleprospecting campaigns and the different emailing tactics I recommend using for each:
The 'Cold List' Campaign. If your team is going to call into a fresh cold call list, it's better to send a mass email out first. This will not only help to warm up the initial call for your reps, but it will also help sanitize your list. While it would be wonderful if cold call lists were always 100% accurate, we know that this doesn't always happen. By sending out an initial email blast through a tool like Act On, you'll not only be able to warm up your prospects, but you'll be able to cleanse the database with initial responses. For example, someone might respond with 'Thanks for your email but try contacting my boss, the IT Manager at ITManager@xyz.com. ' Reps can start calling into the prospects that responded first. For those that didn't respond, at least your reps can make reference to the email they recently sent as they begin cycling prospects into their call plan.
The 'Warm List' Campaign. Ah ' an inside rep's dream come true! When calling into a warm list, inside reps have the ability to really personalize every phone call and email. For this type of campaign, it's best to call first and then send an email to the prospect. If you have a warm list, odds are that your prospect took some time out of their day to listen to a webinar or attend a tradeshow. By intitially calling them and then following up with a personalized email, the prospect will appreciate you taking the time out of your day to thank them for attending. If you don't get your prospect live, just make sure you leave a voicemail and follow up with an email immediately, making sure to reference the voicemail you just left for them. The chances of them remembering you will be greater this way!
The 'Maintenance List' Campaign. This type of teleprospecting campaign refers to the prospects that have been in your team's queue for quite some time now, but they haven't really gone anywhere in terms of being able to disposition them. These prospects are usually the result of your team not being able to get them live over the course of several attempts (*I use the rule of placing these prospects in the maintenance category when there is no response after 10 reach outs). At this point, it's best to use a tool to mass email these prospects two times per month. Take the time to place one call into the maintenance prospect, but my advice would be not to spend too much time dialing into them, and focus on bringing in new contacts instead.
In order to obtain the most value from your different teleprospecting lists, make sure you are utilizing different email and call strategies for each one. If you get stuck using the same tactics that aren't getting results, odds are that you aren't changing up the strategy for each. What are your favorite email strategies when it comes to your teleprospecting campaigns?
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