For some products and services, email campaigns just don't provide the in-depth information needed to make an informed decision about whether to make a purchase. This is especially true for industrial products and other products designed for business use. If you sell mostly to businesses, use email to get people interested in knowing more about your products, rather than to make a purchase after a few friendly emails.
More Info, Please
Create a series of email messages that promote the benefits and features of your products/services. Include a link encouraging people to sign up to receive additional information (in most cases, a brochure, product sheet, media kit, free sample, etc.) by mail. Not only does this solidify your reputation as a serious business owner, but also provides potential customers with the information they need to make a purchase decision.
Yes, direct mail pieces are more expensive than sending mass email, but when used in concert with email, sales may increase faster than when relying on email campaigns alone. To reduce costs, ask people to sign up to receive direct mail by including a call to action button in email messages. Don't bother sending direct mail pieces to everyone on your email subscriber list as this is a waste of time and money (not to mention rude as some people may not want to receive other types of information from you without their permission).
Alternative Forms of Information
If you don't want to create direct mail pieces or you want to offer additional information online along with a brochure and email messages, consider adding more informational content to your website or landing page. You should also consider:
· Producing a series of video demonstrations
· Creating a manual or whitepaper(s) that provide answers to common questions people have about your products or to showcase how your products solve problems
· Create a social media presence where you can answer questions people have about your products instantly
· Create case studies featuring other businesses who have used your products (really big customer testimonial)
Make sure to mention these resources in email messages and provide links so people can view these materials immediately.
Knowledge is Power
The more people know about your products and the more people understand how these products can benefit them, the higher your sales numbers will be. And while you can send informative content via email, provide more in-depth content via links or direct mail to really sell products to those most interested in buying them.