Consistently communicating your message is an essential part of your marketing and a key element of sustaining momentum within your sales pipeline. Everyday your customers and prospects are become busier, therefore your message would benefit from being delivered on multiple channels. You may not know which channel will reach through and deliver the message that tips the scale, bringing your business to the top of their mind.  Increasing the channels you communicate through and the frequency of that communication, increases the chances that when your customer is on a burning platform and looking for solutions, your message will be there to solve their problem.

Email, phone, direct mail letters and email campaigns can all play a part within your communication package. Last newsletter I mentioned I use ACT as my contact database and SwiftPage to deliver email campaigns. For example an email campaign was used to deliver this newsletter message. You may have considered sending a campaign for your business. This newsletter, we will look at email campaigns and how analyzing the statistics they generate, can help sustain sales momentum.

We might think of email campaigns as the direct mail of the internet, although there are several added benefits when you utilize email to deliver your message. Benefits such as delivering your message to more customers and prospects and delivering it faster are some of the first I think of. These benefits alone help sustain sales momentum simply by increasing the number of customers and prospects that hear your message.

Delivering by email campaign gets your message working overtime in several additional ways. Most importantly, email campaigns generate statistics. Let us take an overview look at how analyzing these statistics can improve the effectiveness not only of your message but also your follow through.

One way to start utilizing campaign statistics is to implement split testing to improve message targeting. Split testing is a method that sends your message with two slightly different wording and uses statistics to determine which message drew more attention. Another important factor about email is that it enables you to highlight words within your message. The highlighted words, called hyperlinks, take the reader to places such as your website where more information about your business and the products you offer can be found. As these links are followed, statistics are generated. Analyzing this statistic, gives you insight into generally which products interests your customers and prospects and specifically who is interested in those products.

In summary, email campaigns improve your ability to sustain sales momentum by not only delivering your message to more customers and prospects and doing it faster, but also by producing statistics. Analyzing these statistics, gives you insight into what interests your contacts, enabling you to target your message more effectively and improving your follow up by equipping you with statistical knowledge.

While you are out seeing clients and closing deals, do not forget to ask how your customers and prospects heard of your company. Their answers will enable you to track which communication channel is providing impact.

If email campaigns are an initiative you would like to investigate or implement for your marketing and sales cycle, but time or knowledge has been holding you back, take this opportunity and learn more on our dime. Email today for your consultation Cheryl at ExecutiveSalesSupport.com

If you would like to use this article please include this bio box – Written by Cheryl at Executive Sales Support.com