Email Marketing For IT Sales – Timing Is Key
How do you make your email stand out in an inbox stuffed full of emails? Through timing of course.
Email marketing may not be as sexy or trendy as social media, but it’s certainly the ‘wiser elder’ of the marketing mix. After all, email marketing’s how we built our business and it got us on the Inc. 500 three years running. If you’re in IT sales you know that emailing top IT decision makers is the best option for direct contact when the phone call isn’t working.
Since the bottom-line is always a factor, ROI is never a concern when it comes to email marketing. If used properly and timed right, email is an incredibly cost-effective method with an ROI of around 4,300%, according to Direct Marketing Association.
Therein however, lies the challenge with effective email marketing: crafting emails properly and timing their delivery just right.
This post is about the latter of the two.
As With Sales – So With Emails – Timing Is Everything
One of the biggest challenges with emailing a head IT decision maker is timing – knowing when that CIO is going to be most receptive to your email and therefor most likely to respond.
If you time it right, then an email can be your most powerful channel for engaging your prospects and acquiring new customers. Time it wrong and your emails are treated not much better than spam – into the trash it goes.
Of course you’re thinking, “Thanks for stating the obvious Henry, but how am I supposed to know when it’s the right time to email a CIO?”
One of the key times is when organizational changes occur that trigger buying opportunities for CIOs or within the IT departments. The most successful sales professionals monitor those opportunities through alerts you set up in Google Alerts, SalesLoft or better yet, DiscoverOrg.
Be At The Right Place At The Right Time
In our last post we talked about using DiscoverOrg’s Triggers to alert you to upcoming projects within a company’s IT department that trigger buying opportunities.
When you’re alerted about a trigger event, that’s your opportunity to get your email in front of the CIO. Now that, you’ve positioned your email, and your company, to be at the right place, at the right time, with the right product or service – that CIO impressed with your timing.
But maybe you’re wondering how much more receptive a CIO or IT department can be to a triggered message vs a Business As Usual (BAU) message. Consider this, triggered messages resulted in a 70.5% higher open rates and 101.8% greater click rates when compared to Business As Usual (BAU) messages in Q4 of 2012, that according to the North America Email Trends and Benchmarks report.
Once again, in IT sales – and email marketing – timing is everything. And if you’re getting the real time triggers through DiscoverOrg, then you’re in perfect position to leverage that timing to maximize the ROI of your email marketing.
Email Marketing – When It’s Time To Get Serious
There simply is no other marketing channel that gives you the opportunity to match the email content to the stage of the buying cycle your prospect is in. And if they’re in a triggering event, then there’s no better stage you want your IT decision maker to be in.
Planning and creating timely emails takes more time, consideration and precision than using social media. Social media may be more fun to engage your prospects with, but email marketing is what delivers new customers.