Telemarketing Lead Generation Blog

Combining E-mail Triggers with Telemarketing for a 1:1 Approach

Posted on Apr 26, 2010 by Tyler Anderson, Account Executive

Email has quickly become an over-saturated, easily cluttered medium. The challenge today is developing emails that will stand out with your prospect base and solicit a response – or at least allow for a warmer follow-up phone call. There are several ways to do this utilizing “triggers” within your email message:

1. Reference an event or trade show that their company has participated in.
   Their attendance or participation in an event will often times point you in the direction of what they are focused on currently. Your company doesn’t have to have been involved with the event, but referencing it shows that you are doing research prior to reaching out.
2. Reference a recent product launch or press release.
   It is important to show prospects that you are aware of their current situation. It could be a quarterly earnings release or an announcement of an acquisition. The key is relating the news back to your prospective decision-maker and their role. A couple of questions to think about in follow-up: How does this news affect them? How does your product/solution/service best fit their current situation?
3. Reference a previous phone conversation.
   If the prospect is someone that you have spoken with previously, the “trigger” is leveraging what you already know. If they mentioned previously that they wanted follow-up within a certain timeframe or period, make sure to mention that right off the bat. If you were referred to them by someone else, make sure to reference the referral early in your email (even in the subject line – Example: “Referral from _________”). If there was a previous challenge or potential need uncovered, refer to the conversation that you had and how you can help them. This approach may seem obvious, but it is surprising to see how this information is overlooked and not utilized effectively in an on-going touch strategy.

Most of the time our approach utilizes a combination of telephone and email to connect with prospects. We view email as a vital and necessary tool in generating demand, interest, and building connections. It is important to remember that you are fighting an uphill battle to gain the prospect’s attention via email. Utilizing “triggers” is a great way to stand out and be able to accomplish your ultimate goal: a connection or re-connection with the prospect.

Tagged: lead generation telemarketing, integrating telemarketing and email, lead generation, lead nurturing, telemarketing sales leads

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