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Creating E-mail Templates to Integrate with Your Telemarketing Lead Generation & Nurturing Programs

Posted on May 28, 2008 by Kathy Rizzo, Vice President Marketing

With the magnitude of voice mails reached during the telemarketing process, sending personalized emails to prospects that you are unable to reach can be a very effective way to solicit a next step. Additionally, email is an important element of any lead nurturing program. The best way to integrate e-mail into an existing telemarketing strategy – whether a strategic nurturing program or a single campaign – is to develop plain-text e-mail templates that can be quickly customized and sent by your telemarketing agents (see previous blog posting Integrating Email with Telemarketing Lead Nurturing). We recommend using plain-text so that your e-mails are perceived as one-to-one communications and do not appear as mass marketing or advertising pieces. Here are some tips to follow:

  1. Keep the text short and limit the information: Make your message readable from the preview window. Many people do a quick scan of their messages in the preview window before opening them. Also be mindful of how much information you provide. If you provide your prospect with all possible information upfront, then you’ve left little reason for them to speak with you. The key is to give them just enough information to provide relevancy and to peak their interest in speaking with you again.
  2. Personalize your message & tie it to a common business issue. First, you should always address the email specifically to your prospect using their name. Secondly, you should personalize it to their industry or job functions by stating a unique business issue that they likely face. For instance something like: “Being in a services industry presents unique challenges such as XXXX”. This shows your prospect that you understand their situation and are talking directly to them.
  3. Reference past contact. Whether you are following up with the prospect because they downloaded a whitepaper or you are following up on a previous conversation that you had with the prospect, your email should reference the past contact, even including a date (if available). This catches the attention of your prospect and acts as a reminder of their previous interest. Here are some examples that you can use: “based on our conversation on March 16th….” Or “Last week you downloaded our special whitepaper entitled…”.
  4. Solicit a response. Every email should include an invitation to respond. If your goal is to schedule a phone conversation, clearly state your intention in the email and ask the prospect to respond and let you know a convenient time for you to call. The average prospect will not reply, if you do not directly solicit a response! Also, it’s acceptable to state in the email that you’ve been trying to reach them. Here’s an example: “I’ve been trying to reach you via phone over the last several days, and thought email may be an easier way for us to connect and schedule a time that is convenient for you to talk. When is a good time for me to give you a call to discuss XYZ?”

The idea is to use these tips to create templates that are easily customized by your telemarketing agents and can be sent, as appropriate, to your prospects. Email is an excellent tool to integrate into your telemarketing approach.

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

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