Response Capture

We meet a lot of marketers who do a great job of creating activity across multiple channels. As a result of this activity, they generate interest in their company from a wide variety of prospects. However, many times, the result is that the sales team (or sometimes even the marketing team) ends up picking through the leads in an effort to pan for gold. 

In the best run marketing kitchens that we have witnessed, there is a separate funnel for marketing that only qualified leads can make it through.  These companies analyze the cost per channel and can measure which activity produces the most qualified leads, at the lowest cost.

Don’t Eat Raw Meat

Every company has prospects enter their funnel that are either not capable of buying or will need more nurturing before they are ready. For every channel and touch point, establishing lead scoring processes can ensure that the food is fully cooked, before your serve it to your sales team.
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If you’re even remotely associated with online marketing, you’re bound to have executed an email marketing campaign. The success of email campaigns will depend on various factors such as the email’s subject line, the from name/address, the content in the email and the offer you present to prospects.

The following are three optimization techniques that we’ve found can dramatically increase email marketing effectiveness.

1. Target Audience + From Name/Address = Improved Deliverability

The biggest challenge most outbound emailers face is carefully targeting their audience and successfully delivering the email to the reader’s Inbox. With more than 97% of the daily email generated considered spam, your first task is just to get the message through spam filters.

Email deliverability can be improved several ways:
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