DLK Partners has recently been sending out a series of e-shots as part of our on-going business development plan. The e-shots have, even if we say so ourselves, proved to be rather successful, as we decided to take our own advice for a change.
Make life easy for yourself
Unless you are desperate to break into a new industry sector, it is advisable to concentrate on an area in which you have proven experience. We so far have focused on our experience in marketing and design for the property and luxury yacht sectors, as we have good case studies that successfully demonstrate our experience in these areas.
Targeted marketing list
Take the time to make sure that you have a targeted database, made up of people who want to receive your e-shot, as well as being decision makers. There is no easy way of compiling these lists, it takes hard work, persistence and patience, but a poor database will lead to poor results from your e-shots. It also goes without saying that all your databases should comply to all the most up to date data protection laws.
The right content and design
It seems obvious, but the quality of the design and content of your e-shot is paramount. The old adage – a picture paints a thousand words- has never been more poignant. Text heavy e-shots are a real turn off; we always try to limit our e-shots to one simple clear message that is then backed up by excellent images of our work. To expect that the recipient is going to actually read everything you have written is either naïve or arrogant.
Don’t fall at the first hurdle
The title or subject of the e-shot is another important element, as this is the first thing the recipient will see. Don’t try to be too clever, and whatever you do, don’t be misleading, if your sales e-shot does not live up to or match the subject/title then all you will do is alienate people and end up damaging your company’s reputation.
Send them at the right time
The last thing you want is for your carefully written and designed e-shot to languish for days in somebody’s in-box, all because you sent it at the wrong time. There is no exact science to this, all it take is just some common sense, ask yourself the question when would you be most responsive to receiving a sales-led e-shot?
Follow it up
Unless you are truly fortunate, most e-shots need a bit of help to turn into actual new business or sales. Unless your e-shot is offering a discount, reduced rate etc, it is more than likely that if you are selling a service that you will need to call the recipient a few days after the e-shot has been sent. This approach adds a personal touch, and allows you to engage with a potential new client, which in turn will help move the business relationship onto the next stage.
If you think your marketing and design could be working harder for, please contact David Liney at dliney@wordpress-188329-571014.cloudwaysapps.com, and we would be happy to offer our professional opinion.
