Category Archives: Lead Nurturing

3 Benefits of Having an Email Newsletter

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If your company, organization or association falls short when it comes to staying top-of-mind with your consumers, it may be time to start an email newsletter.

Everyone is familiar with the different economics involved with maintaining customers versus recruiting new ones – it is far easier (not to mention, far less expensive) to keep current customers than it is to try and build new clients. Add to that the time and cost involved it would take to bring back an ex-client!

One simple way to maintain a regular stream of communication with your clients (and enve prospects) is using an email newsletter. There are numerous benefits to maintaining the stream of communication via email, but here are three benefits to starting your own email newsletter.

  1. It is a pressure-free way to promote product enhancements, new products/services and even company news
  2. Email has a very high ROI – nearly $40 per every $1 investment1
  3. It is a cost-effective way to enhance your brand voice, improve brand recognition and give your clients something to talk about

Not to mention, your competition is likely doing the same. Our first email newsletter will be delivered next month to our current clients. If this is something you are interested in doing, feel free to contact us, we can help!

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[1] “Email Remains ROI King; Net Marketing Set to Overtake DM, Says DMA” – 10/4/11 (link)

Webinar Review – Building an Effective Direct Marketing Campaign

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In part three of our webinar series, Ross Clurman outlines the components of an effective direct marketing campaign. Topics covered include:

  • Defining your targets
  • Segmenting your audience
  • Setting up campaign components: goals, objectives, strategies and tactics
  • Establishing metrics for measuring response
  • Best practices for direct marketing

A copy of the slides covered is below…

The Whitley Group – Building an Effective Direct Marketing Campaign

Webinar Review – Lead Generation and Lead Nuturing

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The below slides were shared in part two of our three-part webinar series on direct marketing. The presentation below reviews the best practices and examples for generating leads, methods of lead generation, and successfully nurturing those leads through the sales process.

The Whitley Group – Lead Generation and Nurturing

Glossary of Lead Generation and Logistics Terms

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Lead generation is an important part of any business development plan. In short, an effective lead generation campaign does two things:

  1. Reaches your target audience through multiple channels, on time and with a personalized message.
  2. Generates responses through a clear and compelling call-to-action.

How you track the message delivery and your responses, in other words: logistics, is just as important as the message itself. You should be monitoring all campaign actions and in a central location.

Outlined below are several terms and their definition for various lead generation campaigns and the associated tracking, or logistics information.

Prospect: a target (individual) in your database whom you have had little or no communication with.

A/B split: the process of randomly dividing your campaign’s list in half and changing one minor detail to see which version performs the best.

CPA (cost per acquisition): the cost of each new customer, based on a sale or registration.

CPM (cost per thousand): the cost for 1,000 impressions, names or clicks (depending on the medium).

Lead: an inquiry (i.e. full name and email address) obtained through any business development activity.

Call-to-action: instructions on how to reply, given to recipients of your outbound campaign.

Landing page: the page specifically used for converting a click (from an email campaign) or visit (from a direct mail campaign) into a lead.

Analytics: a generic term referring to the collection and aggregation of interactions with an interactive solution, such as a mobile application, landing page or micro site.

Pageviews: an analytics term referring to how many pages contain content that was accessed during a particular date range (not necessarily a unique user value).

Visits: an analytics term referring to the number of visits to a particular website.

The next few terms are specific to email campaigns.

Bounce rate: the percentage of emails which were undeliverable for one of several reasons. There are hard bounces (i.e. the user’s email address does not exist) and soft bounces (i.e. their inbox is full).

Open: the amount of emails in your campaign that were opened, typically expressed as a percentage of the total delivered.

Unsubscribe rate: the number, percent and list of individuals who unsubscribed from your email campaign.

Clickthrough rate: the number and percent of clicks (not always unique) in your email campaign.

Conversion rate: the amount of form submits on on your landing page from clicks within the email campaign, typically expressed as a percentage of total clicks.

Hopefully, if you weren’t familiar with these terms prior to today, you are now. Further, you’re a little more knowledgeable about those buzz words you keep hearing with regard to direct marketing and lead generation.

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