One of the most common ways to generate leads for B2B scenarios is Email campaigns. Are these effective ?
I have done email campaigns as well and my experience with them has been mixed. There were a few campaigns that generated a lot of responses and some which were real duds without even a single response. This made me analyze both the campaigns to understand the difference and the cause for such in-consistent results. The crux of the analysis is as below:
- Successful campaigns were those that were targeted at my current/past customers for new products or services. These usually resulted in a lot of resposnes and also the conversion rates for these campaigns was also higher.
- Campaigns that were targetted at new prospects (from a generic list) were the ones that were duds with no response or meagre response. Even the one’s where I got resposnes were the prospects with whom, I already had a discussion (on email or over phone or met) already.
This suggests that Email campaigns are best suited for promoting new products/services to existing customer base rather than new prospects.