Today we will talk about another question from our readers. How can we create a newsletter to sell high-value machines?
Our email marketing software is used by companies of all sizes and for all kinds of products.
It is a very interesting topic.
At first it may seem a much more complicated task than usually, but I believe email marketing fits perfectly this type of product.
Although it is a sector in which I have no personal experience, I believe there are two main points:
- The time between the contact with the customer and the conclusion of the sale will be different
- The number of leads who are really interested could be a challenge.
As you are working with expensive products, machinery, jewelry, luxury cars, etc. In the case of high-value machines, for example, they usually are a key parts for running a business, not everyone can make the decision to buy new equipment or direct its operation. In addition, as it is a more complex purchase, customers often will search a lot, to know the marketing, make comparisons between different suppliers, before concluding the deal with your company.
Our email marketing software can be useful because it allows you to keep in touch with the prospect for long periods of time using a very direct communication.
But
How can you use an email marketing software to create newsletters for this type of customer?
1) The first thing you should keep in mind is that you must work with a very targeted leads base.
It is not possible to work only with contacts registered on the website.
Does it mean you cannot get subscribers using a subscription form? Or a landing page?
It doesn’t
But it is very important to choose adequate sources of traffic.
Perhaps with ads on Google AdWords it will be difficult to get contacts to generate leads for your products. However, it is possible that with a well targeted campaign on LinkedIn, you can try to contact with potential customers.
You can search for managers, industries, sectors related with your product, and what is best, select the company size, to get in touch with people who really may be interested in the product you are offering.
This will vary greatly depending on the product or service you are selling. In any case, based on existing customers, you could create a well targeted mailing list.
2) What will you offer?
It is not possible to offer a discount for the subscription or an ebook with tips and tricks.
It is not appropriate.
Something more effective would be a document with information about the product you are offering, why it is the best option, the advantages and differences of your product.
A catalog with high-resolution images to show the jewelry or exclusive access to videos. Although you can publish this information on your website, perhaps the visitor would prefer to download this document to review it calmly, to make comparisons, etc. And our email marketing software is a very good option for that kind of campaign. If the first key point is important, this is also important because you need to find the most effective incentive to persuade the new lead to subscribe to your newsletter.
3) Once you have the prospect’s email, you must stay in touch with the lead
At this point, it would be important to try to arrange a meeting, physically or by Skype, or even by phone.
Take all the advantage you can from the new subscribe. With our email marketing software, you can set a number of autoresponders to send multiple emails for this new contact.
In the first email, you can present yourself, later, you could send the documents for him to download and try to arrange a meeting or phone call. It is likely that with that first email it won’t be possible to arrange a meeting.
But that’s why an autoresponder is useful in this case, as you can configure multiple emails on successive days and have several possibilities to Contact the lead.
4) After the first contact
You can continue to try to arrange a meeting whenever possible.
If you have testimonials and success stories, you can send these documents with the autoresponder, and thus show the potential customer you have experience to offer him the best product. It’s a good way to begin to establish a relationship of trust.
As explained earlier, we are working with a complex sale, therefore you should be careful and keep in constant contact with your customer. After this point, you may have established some kind of contact with the customer.
5) This would be the time to start targeting your contacts.
In a group, subscribers who contacted you back.
In another, those who did not reply. You will have much more information about the needs of these customers, their expectations, etc. This information is very important.
For customers with whom you couldn’t meet, you have only the information collected by your team. But this will be basic information, not targeted.
6) The purpose would be to arrange at least one meeting with all the new leads
Remember to send only the most important information.
It is not easy to send newsletters to try to arrange a meeting with the new lead, but how could you do it?
Well, if the autoresponder didn’t work, the customer may not fully trust in your company for now, or he is gathering additional information, comparing your product with other suppliers, etc.
However, our email marketing software can continue to be a very good option. By using this system, you can keep in touch with the customer by sending a newsletter twice a month, with news of your business, events in which your company participates, new solutions available or any other important information.
In each of these newsletters, you can add a text to try to arrange a phone call, offering to contact the customer, to assess their needs and send them a proposal, etc.
7) For customers with whom you’ve met
A more direct communication could be necessary. I’m not saying you should not send informative newsletters, this is a strategy that is still useful.
But you can send more targeted newsletters.
As you already met with them, perhaps you have them targeted by needs, production volume or interested in promotions. (we already talked about this in previous posts)
With this segmentation you could make more concrete proposals and send interesting emails for these customers.
In short
As we have seen in this post, you can use our email marketing software to sell high value products for the luxury market. The important thing is to create a segmentation process to find out the needs of each customer.
You can use email marketing to maintain a constant communication and prevent the customer from forgetting your company.
Finally, you need to prepare a newsletter that meets the needs of a specific consumer.
With these strategies, you can use our email marketing software and increase your sales.
What do you think?