Whether cold lead, hot lead, newsletter subscriber or already acquired customer, a (re-)purchase of your products often depends on the right information and the right intervals between your mailings. Perfectly planned email campaigns are the solution to creating trust and always being present in the minds of your leads.

Cold Leads

The “warmer” a lead, the higher the probability of a purchase being concluded. In contrast, a lot of time and effort must be invested in a cold lead to turn it into a hot lead and ultimately into a customer. Your product may not have been convincing enough on the first visit to your website. Or perhaps the prospective customer was simply not yet ready to decide on a service.
With a newsletter campaign, you not only remind your cold leads of your company but can also spark their interest again – this time with success!

Campaign ideas for cold leads:

What has changed in your company since the last visit to the website? Are there any special product offers that generate enthusiasm among your prospective customers?
Feedback and customer survey – What experiences do your cold leads remember from their last interaction with your company?
Specific demand for desired information – What data is still required from your cold leads in order to fully assess your product offering?

Hot Leads

You can recognize a hot lead by the fact that they regularly visit your website, actively inform themselves about your product/company on social media and get in touch with you. In order to persuade a hot lead to make a purchase, it is essential to maintain their interest and push them through further measures.

Campaign ideas for hot leads:

Previous success stories – Success stories are a good way to fully convince those people who already seem interested in buying of your product. Ideally, you should send your hot leads stories that are individually tailored to their needs.
Free support – Offer your hot leads a free consultation appointment or demo videos and whitepapers on topics that are still unclear.
Offer a sales meeting – if the free support is used, send your hot lead convincing words in another newsletter that will persuade them to talk to your sales staff.

It is a very positive sign when a prospective customer subscribes to your newsletter or blog. This action in particular should be encouraged with further follow-up emails about additional product information or updates. Not only does this make your subscribers feel important to your business, it also gives you the opportunity to send content that converts your subscribers into buyers.

Acknowledgement – It is important to respond to new subscribers immediately. Therefore, always send a welcome e-mail in which you express your thanks for the registration.
Transmission of the latest newsletter topics – To bridge the time until the next newsletter is sent out, simply send your new subscribers the latest issues of your e-mail campaigns.
Call-to-action – Invite your subscribers to make a purchase or have an initial consultation in every newsletter. Ideally, the invitation is linked directly to your email address or your online store.

Won customer

Even after a successful customer transaction, you should come up with further measures to encourage your customers to repurchase or interact further with your brand/product. With well thought-out newsletter campaigns, you will stay in the minds of your existing customers and remind them of the benefits of your product again and again.

Campaign ideas for Won Customers:

Acknowledgement – especially in your first email, the thanks for the purchase of your product should be emphasized once again. In addition, the newsletter can be provided with interesting company news or requests to follow you on social channels. This will keep readers up to date and curious.
Check (dis)satisfaction – After approx. 2-3 weeks, you should ask your customers how satisfied they are with the product they have purchased or whether any problems have arisen. This not only demonstrates exceptionally good customer service, but also gives you the opportunity to resolve any problems immediately before the customer becomes dissatisfied, switches to the competition or spreads negative reviews.
Upgrade/additional purchase – Use the opportunity to offer additional products or services in another e-mail newsletter and thus create new incentives for your customers to buy. You can support the whole thing with special discounts or special offers.

Would you like to plan and manage your newsletters with a professional campaign tool?
Then contact us by phone or at office@koerbler.com