Recently Tangible Words has been investigating project management software. We’re finding lots of great websites selling what we’re looking for, however, they’re not writing follow up emails that spur action from us. They have offers you can’t refuse when you are in a buying process, like free demos. So once we saw all the things the software could do on the website we were motivated to click Yes, I want a free demo (good call to action). Then, we received an email to schedule the demo (great follow up email).
But, after we left the website we forgot all the reasons why we wanted a sales demo or even how the product caught our attention (we’d been researching lots of websites). Busy and inundated with information and great ideas we pass over the sales emails (which we asked for) yet are jamming up our inbox. We don’t have time to try to remember what it was we wanted from them and why. So when trying to clear our inbox to get on to more urgent important tasks we ignore the emails and the sales rep completely.
Result? All the money these companies spent on that process from website design to copywriting, the sales rep and email automation software for the follow up emails = INVESTMENT FAIL
What would have made the process better and not a waste of money for the business? A simple follow up email that uses one sentence to remind you why you signed up, like “you were interested in our project because (insert your USP) do you want to still schedule that demo?”
Then provide an option to immediate action like “if this week is too soon, let’s set a date today for four weeks from now.” Here you’ve still booked a commitment but allowed some leeway in the action. That way they don’t blow you off completely because right now they’re too busy. Plus, giving an exact date can progress the conversation further and gives the sales rep a deadline to create a relationship and convince the potential client user it’s worthwhile to commit. Over this time sales reps can make sure they fill the client’s calendar with meaningful sales conversations before they’re required to respond.
In the end, it may not be the date you eventually choose, but even offering a short grace period would have kept us interested without too much pressure.
Us: a demo that may have prompted us to buy. Them: a sales connection they could have built into an ongoing relationship.
Tangible Words helps you examine and measure your audience responses to emails. Regardless of the email software you use like MailChimp or Constant Contact it’s more than the words that are important (especially your subject line) but also who’s sending the emails and what time they’re sent. Professional copywriters can write email subject lines that’ll get your emails opened, and create the right content to promote clicks within the email.
Let us show your staff how to copywrite your emails to get you the responses you want.
PS Tangible Words ended up choosing Asana project management software. Ask us why?