In this case, we are talking about potential customers and clients :
- PRM for Lead Relationship Management
- CRM for Customer Relationship Management
While we hope that the former will swell the ranks vp r&d email lists of the latter, we are talking about two different populations. It is about attracting and retaining customers. So it is vital that we adapt our email communications to these families...
These leads and customers are therefore two very different targets. Too often, the easy solution is to adapt the acquisition strategy and email marketing as a simple extension of the CRM strategy.
Ah! the famous easy way ... Like the child who built a small mill on a stream, "let us not lose sight of the simple things", but let us follow some rules to get the right message to the right people.
Do you speak the prospect?
Prospects know little or nothing about your brand, its world, its news... You're going to have to win them over. Remember, we already told you in a previous article that the time it takes to read an email is very short. So be efficient and get to the point.
Let's assume that the marketing aspect is stronger than the editorial aspect:
- The offer! The offer! The offer!... Take care of it. It has to be sufficiently attractive, impactful and... captivating! Above all, it is what will convert your potential client into a client.
- Put it in front of them. Our potential customers only have a few seconds to figure out what we're talking about. Make it a priority to highlight the products, range or collections that will make them want to know more. Be more pragmatic than aesthetic (not ugly either, we agree). Forget metaphors and reserve images and analogies for communications aimed at established customers.
- Multiply entry points and click opportunities. Don't limit yourself to just one product and offer multiple opportunities to learn more: special offers, new products, product variations, etc. And above all, intensify the presence of CTAs throughout your email.
