Telemarketing Lead Generation Blog

Integrating Email with Teleservices – Knowing When to Schedule

Posted on Feb 7, 2011 by Tyler Anderson, Account Executive

More and more telemarketing campaigns are utilizing a personalized one-to-one email component as part of the overall campaign strategy. Over the past several years TeleNet has built a proven-process for maximizing the effect of email on telemarketing results and we have found that one of the most important factors is scheduling. Effective scheduling is particularly important with lead generation and audience acquisition campaigns.

Here are some key steps as well as some scheduling timelines to keep in mind:

1. Introductory Email – The introductory email typically involves educating the prospect about your solution/offer and why it is relevant to them (lead generation) or providing general details and value around an in-person or web-event (audience acquisition).
   Timeframe: Typically the best time to send the introductory email is around 24-48 hours prior to starting telemarketing.
2. Follow-up Voicemail – While this step is often skipped, it is important to leave a voicemail referencing the email that was sent and reiterate why you are calling them (if you are not able to connect with them on the first calling attempt). Typically our actual response rate to email is higher than voicemail, but this step helps to provide a “soft touch” to reinforce what was already communicated to them via email. Also, by bringing the email to their attention via a voicemail, the prospect is more likely to check their Spam filter (as more and more emails are ending up there).
   Timeframe: Typically the best time to leave a voicemail is on the 2nd calling attempt.
3. Second Email – Typically, the second email is a forward of the introductory email with a simple message referring to the previous activities taken (introductory email and phone voicemail) and asking them if they are interested in speaking further. Typically our response rates to the second email have been 2-3 times higher than to the introductory email. That is an important statistic as many campaigns involve sending only one email over the course of the campaign.
   Timeframe: A good time to send the second email is about 1-2 weeks after the introductory email was sent.
4. Final “Last Chance” Email – While not all campaigns will require, a third and final email can be particularly effective when the campaign involves a limited-time offer or an in-person event. Utilizing the words “Last Chance” in the subject line of the email can help make the message stand out to the prospect. As the telemarketing efforts are ramping down, this can be a way to connect with prospects who have not been reached yet.
   Timeframe: Typically the best time to send the “Last Chance” email depends on the availability of the offer or the event date – 1 week before the expiration of the offer or the event date is a good rule of thumb.

Note: The best results are when all of these activities (email and telephone) are handled by the same agent or a team of agents.

Tagged: lead generation, targeted lead generation, lead nurturing, telemarketing lead generation

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