Mass email of Salesforce.com Leads can be effective for a salesperson or marketing team to connect with Leads in your pipeline. Depending on how your marketing funnel works and lead generation, there are strategic opportunities to take advantage of the Salesforce.com mass email leads function.
More details of how to use the mass email leads function can be found here. Assuming you know the mechanics, here is how to drive productivity in your sales process:
- Create a value content offering. Your email template should be personalized with the proper merge fields. Segment your leads based on their Lead Status and for those that are not converted and are seeking more information, send a special pdf document attached to your email template. This will stir the pot in your lead funnel.
- Monitor a report of mass email opens. From your segmented mass email effort, look for those leads that are opening the email multiple times. Prioritize the list. These are people telling you they are interested and are engaging the content.
- Mass email a higher value offering. Within a day or two, identify the list of interested leads and follow up with another segmented mass email. Invite them to something that is a natural next step such as a special webinar, download or consultation. Ensure the value is high and worthwhile for them to raise their hand. Ensure the email feels personal, not mass.
- Use digital body language as call lists. With your mass email lists, you can extend on your process. Those leads that are interacting with your value may warrant a phone call. Use your list as a call list for an added touchpoint in the sales cycle.
The key is to personalize your message just as you would send a personal email to someone and ensure that the value you are offering is helping, not selling. Helping means that you are in tune with where the lead is at in the sales process and engaging accordingly.
Setting up this process using Salesforce.com Mass Email Leads function can act as a repeatable process that can be fine tuned as your salespeople gather more information from the front lines. Save time and engage the highest priority leads. Find out how to implement this also with Salesforce consulting for your business.
How can this help your sales process?