So many companies out there are offering email list rental for prospecting and response rates can be varied, minimal at best sometimes. So why even rent one in the first place? Well, many small businesses use list rental every day and get awesome returns – more customers and more cash. So, how can you supplementthe effectiveness of your email prospecting campaign to get people who have never heard of you before to open your email, go to your website and maybe even buy a thing or two? Sounds difficult, we know, but it really is possible, especially if you’re using good small business email marketing. The key element: the success your prospecting campaign has is directly related to the amount of effort you spend in putting it all together. So, don’t just rent a list and leave it up to your list broker to bring in the dough. Is anything ever THAT easy? You know the answer, but don’t fear. We have put together some tips and tricks for email prospecting that will help you create the most appealing message you can to convert as many of those perfect strangers into paying customers as possible.

Explain the purpose of your email newsletter campaign

First things first – what are you trying to bring about here? Are you trying to get Sam the handyman into your tool shop, buy tools online or just sign up for a newsletter to get some handy tips and tricks and see how great and helpful your company is? The purpose of your campaign has everything to do with how you want to market to your readers. Why? Because too many companies try to send out introductory emails that only outline who they are and what they offer. How long do you spend reading every single sentence in an email, even from companies that you’ve signed up to receive offers from? Remember, the average person spends just a few seconds scanning your newsletter and are really just interested in the bottom line. Don’t clutter your message with paragraph upon paragraph of opinions that will never get looked at. Make your point. Make it clear, be concise and don’t put anything else in the message that would distract the reader from that main point. Now, with your main objective in front of you, your enticing offer will be focused on achieving your goal. You can also better manage this by using good email marketing solutions.

Understand your subscribers

Many businesses make the mistake of thinking their target audience is a small niche of people. If Sally sells seashells by the seashore, then who is her target market? Seashell buyers by the seashore, right? What about a daughter living in the city that wants to buy seashells for her parent’s beach house? She may not live near the beach nor is she a regular seashell buyer, but either way you look at it, she wants to buy seashells and therefore, she is a prospect (and potential money in Sally’s pocket). Don’t limit yourself to just a small perceived niche. The beauty of starting out with a broader approach is that you can always drill down and target your prospecting campaigns even further after running a couple of these broader tests. Monitor responses and find what was popular and which groups responded more than others. You might uncover that there are other groups out there, outside the obvious, that are really interested in your products.

Make a great offer

Discounts are always a positive way of getting some traffic through your door. Think about your past promotions. What promotions performed the best with your current customers? Was it a “buy one, get one free” or a “$10 off” coupon? Utilizing what has worked best with your current customers will almost always work with new readers as well. It has to be compelling enough for folks to want to check you out – visit your store or take some time to look at your website. We also can’t stress this enough – your offer needs to be clear, concise and to the point. Quick scan-ability is key. When you look at your offer, is it buried under a wall of text or is it bold, big and in your face?

Create trust soon

The content of your email should not only incorporate your main offer, but should also give your readers a reason to believe that you are a great company. Remember these people don’t know who you are, so give them a reason to trust you – fast. You don’t need to give the entire history of how the company was founded, who the owner is, how many employees there are, blah, blah, blah…but, something simple like “Serving the people of Lane county for 10 years” or “20 years in business” puts the message out there quickly that you are an established business – and that was all accomplished with just a few words, not a novel. You want folks to be interested in your company, interested enough to drive your sales.

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