12 Keys to Generating Sales Appointments Using E-Newsletters

Do you use e-newsletters as part of your business development strategy?  Would you like to generate more sales meetings using this marketing vehicle?  Below are 12 keys to gaining traction and growing your sales pipeline using e-newsletters.

1. Grab them with the subject – The subject line is key in getting prospects to open your e-mail – incorporate catch phrases such as “Secrets to____”, “Advantages of _____” “XX Keys to ______”, “How To ______” in the subject line and limit the subject to 10 words or less

2. Use valuable content – Include news and/or advice that prospects want to read

3. Include a testimonial – Show people what others are saying about your solution inside the article using quotations and/or a side panel

4. Post the e-news article to your web site and/or blog – Before constructing the e-mail, post the article to your web site and include a “Read more…” link and a link from the article title line in the e-mail – this drives more traffic to your web site and sign-up pages

5. Use graphics strategically – Effective graphics draw attention and can be used to lead prospects to your solution – you should incorporate your branding but be careful not to distract prospects from the key solution being outlined

6. Keep it brief – Limit your e-mail to 400 words or less and include a link to the full article on your web site

7. Do not use too many hyperlinks – More than 1 hyperlink per 50 words is filtered as “spam” by many e-mail servers

8. Request action – This can be in the form of a sign-up for a webinar, a free article, a free consultation meeting, a free demonstration, 10% off sale, etc. – the point is to create action from the target audience

9. Use sign-ups on your landing page – Use sign-ups to free collateral and invitations to your webinar, Facebook page, LinkedIn profile, Twitter profile, etc. to create more connections

10. Ask for a meeting – People who interact with your sign-ups are interested in your solution – work to schedule an interview by proposing 2-3 times for a phone interview or meeting

11. Follow CAN-SPAM Act guidelines – Include your company name, address, telephone and an “Unsubscribe” option at the end of your message

12. Keep in front of customers and targets – Schedule routine e-newsletters and add respondent e-mails to your contact management system – keep in front of your customers and prospects to continue building your sales pipeline.

As you generate more connections and meetings, you will find your sales pipeline continuing to grow. It’s important to keep in front of your key prospects to avoid having a sales drought and to avoid having to build your pipeline from scratch repeatedly.

Do you utilize e-newsletters to generate sales appointments? I would love to hear your feedback.

Wishing you all the best,
Andy Hedrick

Founder and COO
AE Promotions
http://www.aepromotions.com/

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