Writing Lead Generation Emails
Emails are the preferred mode of communication in the B2B lead generation sector. That much is clear to call centers all over the world. The new-age BPO units are making use of emails to get in touch with their professional contacts. There are certain distinct advantages of using emails. To begin with, your telemarketing calls do not come across as unwanted when you have already touched base with an email first. Secondly, you can list all your call center services in a single email for a quick glance. Thirdly, emails get more attention from busy business executives than phone calls made from the outbound call center desk. Despite so many advantages, very few call centers units can actually translate emails into a productive medium of lead generation. The problem lies with the kind of email you send out.
Most emails from call centers have a very impersonal feel. They are not addressed to the receiver. This makes your contact feel that you are sending the same email to many similar receivers. The novelty is lost and the contact loses interest in your call center services. The method of sending out non-personalized emails also smack of unprofessionalism. It does not take much to use software and ensure that all your emails are sent out with a personal salutation. That is not all. You have to ensure that the sender of the email is generally the person who is the contact person at your call center. The receiver will feel the need to call or reply back. If the sender's contact information is missing, the busy executive will not take the pains to sift around for it.
An area where call centers have to improve their email marketing is on the subject line. Email marketing depends a lot on the subject line of the email because that is what gets the receiver to open and read the email. BPO writers have to take the sales pitch out of the subject line. When you make the sales tone too blatant, it repels the receiver. A smarter idea of lead generation here would be to tease the receiver by telling how the email can be beneficial for him/her. No one would like to read an email that doesn't give them a value-add. When you pitch for their interests, they will be curious to know what you have to offer. Avoid using all-capital letters as such a subject line triggers the spam filters.
After the emails are opened, then it becomes the prerogative of the content of the email to trigger lead generation. Your opening line is what sets off the tone of the email. Using clichés and mundane red tape language will only get you a frown and the receiver will reach for the delete button, or worse still, report you as spam! The same goes for the main body of the email. The writers at the call center have to realize that the email must highlight the need of the receiver as opposed to the need of the BPO unit.
Questions and Answers
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