Quite simply. Yes, they are! A lot of business to business email campaigns are well planned with the message being crafted to strike a particular nerve with a targeted decision maker who has a specific role or responsibility which should make them think about a product or service and how it could make things better for their organization. So what many email marketers tend to do is throw a thousand emails out to a large list of business contacts hoping that about one hundred of them fall in front of eyes to whom the email is relevant and hope for the best.
This is shooting in the dark at best. When email messages can be customized to hit a specific point, why can't the target lead lists also be customized to match the email message? They should be. One of our customers planned a well-crafted campaign to go after decision makers responsible for testing their software applications for locating bugs in the coding right through the earlier stages of development. However, the ideal target for their campaign was not a CIO or VP of Applications.
They needed to reach someone specifically responsible for developing and testing applications in Java at the earlier stages for their message to really connect and strike a chord. The solution: A combination of our list building and account profiling services our Tele-prospecting team called into their target accounts and helped locate very specific contacts within them who were responsible for Java testing and along with the answers to few more profiling questions to score them better. Simply put, as a software applications manager who is responsible for Java testing, you are more likely to open and spend time going through an email which relevant to what you do.
- The open rates are better
- The response rates are better
- You reduce the chances of companies thinking you send them spam
- Your campaigns being smaller and more focussed makes quick follow up and lead qualification easier
- You get into the practice of qualifying early and generating quality business leads over quantity mail blasts
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