How to get the best results from your email campaigns

How to get the best results from your email campaigns


Imagine you are assigned the task of buying gifts for a large and mixed crowd of people…you do a mental exercise and decide to buy four types of gifts – one for the singletons, one for the couples, one for the kids and the fourth for the teens.


What you are essentially doing is segmenting your target group into various categories to ensure their gifts are relevant, appropriate and most importantly,welcome.


List segmentation in email campaigns is no different.  Your objective is the exact same thing; ensuring maximum engagement by sending useful, relatable messages in your email campaigns.


Segmentation works by drawing contacts from your list and creating buckets based on a shared characteristic. The contact buckets could be grouped on the basis of common interests, job titles, demographics, industry background, geographies or even similar buying behavior. Using strategically precise target buckets ensures maximum effectiveness of campaigns.


Besides heightening the ability to launch clinically targeted campaigns, segmentation also helps the business reach out to and engage with a particular prospect with a specific need.

Deliverability spikes in a campaign launched at a segmented list of addresses. Content customization becomes possible because of the insight gained into the target segment’s background. With campaign relevance optimized, open and click through rates get a boost.


Unsubscribe rates drop since the homework in terms of content relevance is already done and recipients are not irritated by the messages. Resource optimization peaks as your sales and marketing efforts are focused on a narrower target list. Efforts are not drained or diluted following up on contacts with low potential.


There is thus no doubt that segmentation leads to a positive impact. It is a powerful tool that helps messages get directly delivered into recipient drop boxes and kicks off marketing strategy on the right note. Are you using segmented lists in your campaigns?





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Revisiting the BANT approach to Lead Scoring


Revising the BANT approach to lead scoring,Plugleads, Lead generation services, Business development automation.


The BANT approach is an oft repeated mantra among sales people. Pioneered by IBM several decades ago, BANT continues to be a popular criteria used to qualify prospects/leads.

BANT is an acronym or Budget, Authority, Need and Timing. Lead scoring software use these four elements as the benchmarks to qualify a prospect. The BANT score evaluates the prospect’s readiness for sale.



Does the prospect have the ability to purchase your product or services? Does he have the required funds and budget to buy your offering? Establishing this at the earliest stages will save the sales person considerable effort.



Is your point-of-contact the decision maker? Does he/she have the permission to make the purchase decision? If no, can your prospect connect you to the decision maker? Make sure to find out who the final approving entity is going to be and work towards reaching out to him/her.



How well suited is your offering to the prospect? Does your offering solve the prospect’s problems? What issues is your prospect facing? How far can your offering resolve these issues? Identify the pain areas and illustrate how your solution can resolve them. The better this is explained, the greater will be the need and consequently easier, the sale!



Do you have information on the prospect’s urgency in finding a solution? What is the time frame within which they are looking to close the sale?  Do they have adequate time to evaluate your solution? If the need is not immediate, explore possibilities to stay engaged until a future date when the sale can be realized.


Leverage the BANT criteria to create a qualified list of prospects. Such a list helps sales staff prioritize their efforts and ensures maximum closures.





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