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Are You Doing Email Wrong? Just Four Steps to Increase Sales

by Joy Gendusa  |  
February 25, 2014

Email marketing is similar to social media in that it's a marketing tool that's most effective for follow-up, not lead generation.

Consider these statistics about follow-up: 2% of sales are made on the first contact; 3% of sales are made on the second contact; 5% of sales are made on the third contact; 10% of sales are made on the fourth contact; and 80% of sales are made on the fifth to twelfth contact.

Yet... 48% of salespeople never follow up with a prospect; 25% of salespeople make a second contact, then stop; and just 12% of salespeople make more than three contacts.

Effective follow-up equals more sales, yet most businesses do not follow up enough with prospects. Enter drip email marketing: To nurture leads, you can send a series of emails on a set schedule—a drip email campaign—to your prospects until they become ready to buy.

Now, let's talk about how to create effective drip email campaigns. It only takes four simple steps.

Step 1: Choose an email software program

The first step is choosing an email marketing program to use for your drip email campaigns.

Here are some of the most popular ones:

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Joy Gendusa is the founder and CEO of PostcardMania, a marketing firm that specializes in direct mail, email, and website development. She used postcards to grow PostcardMania from almost nothing—just a computer—to a $20 million enterprise in less than a decade. Download her free "95-Step Total Marketing Checklist." Find her on Google+.

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  • by Ben Tue Feb 25, 2014 via web

    Great article. Where did you get your stats about the number of contacts required to make a sale?

  • by Donna Vassallo Tue Feb 25, 2014 via web

    Joy, this is a great article for email newbies and professionals alike. Good work!

    -Donna Vassallo, Owner
    MarketingWorks NY

  • by Joy Gendusa Tue Feb 25, 2014 via web

    Thank you, Ben and Donna! So glad you enjoyed!

    And Ben, I got that data from

  • by Ben Tue Feb 25, 2014 via web

    Thanks, Joy. I've been doing email marketing for 9 years, and this is not only a great summary, but also a good back-to-basics article for us old hands.

  • by Steve Faber Sun Mar 9, 2014 via web

    Nice post. I'm Chief Content Architect of WELD2, a relationship marketing startup. We use email marketing as part of our core offering, despite claims by some of its near death. They're wrong, it's still a powerful relationship builder, albeit one of digital marketing's senior citizens. Don't write the old man off yet, though.

    For us, the first step to a successful campaign is goal definition. Use real measureable goals, so you'll know what success means.

    You made some excellent points in the article. Re: the subject line, it's not only the first impression, it is arguably the most important of your entire email. I like to say " If it Doesn't Get Opened, it Can't Convert". Whether conversion means a sale, an opt-in, a social share, or even a contact, your email must first be opened.

    Next your content must have tremendous value. That means knowing your audience, what their problems are, and how you can solve them. If your goal is to bond with your subscribers and become a part of their lives, making your content indispensable sure makes it easier.

    Thanks for the article!

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