SalesBook

Dynamic Online Profiles can make your E-mail Campaign much more Personal

By Patrick Robbins

There are several elements to an effective e-mail marketing campaign, and it doesn't stop when you send out the e-mail. To be sure, the e-mail itself is an important element, and it must be crafted carefully. The e-mail messages should be targeted and sent to qualified leads that are likely to be interested in what you have to offer, and further, the message should be easy to read, brief, and more than anything, should not be seen as "spammy."

A big part of salesmanship is establishing a relationship with the potential customer. It's a lot more likely that somebody will buy from someone they know and trust, rather than from a stranger. That's why sales professionals take great pains to keep track of seemingly irrelevant data, such as a contact's birthday, or the name of their family dog.

The Internet has created a powerful tool for marketing, but it does have the negative potential to eliminate that personal touch. The Internet, and an e-mail marketing campaign, is impersonal by nature. There is no smiling face, there is no warm handshake, and there is no taking clients out for drinks over the Web. Sales professionals who get the best results in e-mail marketing campaigns take extra steps to make sure that the virtual campaign is just as personal as the on-site visit.

Buyers and sellers in the online world of ecommerce tend to remain hidden and anonymous. A web presence designed to promote a product never gets beyond the product marketing discipline itself, and therefore relationships never get established between the buyer and seller. There is a way to do this online, and that is to incorporate a personal online profile into the presentation of the product. Buyers then know who they are buying from-even online.

Since an e-mail message is designed to be short, there is not much time to establish a personal relationship there. Because of this, some of the most effective e-mail campaigns are directed to those who already know the sales person - this also increases the open rate by 27%.

SalesBook.com, the next-generation networking platform for sales professionals, is the most effective way to accomplish this goal. A SalesBook profile is highly customizable, and lets sales professionals create an online presence that not only describes their products, but describes themselves as well.

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