Do’s & Don’ts of a Power Hour
How to get the most out of your email marketing
You’ve built a healthy email list, you’ve sent valuable content to your subscribers, and your readers have opened and clicked the email. While the average B2B marketer might consider this campaign completed, we know a great email marketer such as yourself will take one more step for the best results.
This next step is known as The Power Hour – 60 minutes spent calling those that either opened or clicked on a link from your email, within the first 72 hours of the send.
We’ve been witnessing our partners do this for eight years now, and we want to share some tried-and-true do’s and don’ts of the Power Hour. We’ve grouped them by different subscriber actions or statuses, for your convenience.
For subscribers who fill out contact or survey forms:
These actions demonstrate customers are very engaged with your business and are looking for assistance. OneAffiniti will send you immediate email alerts when customers fill out one of these forms.
For subscribers who click for your phone number:
When customers click on your phone number, it shows a heightened level of engagement, and you will receive an immediate alarm.
For subscribers who click on other links:
Something piqued their interest. Whether it be a product link or a thought-leadership link, there is always a way to start a conversation.
For subscribers who bounced:
A bounce generally occurs when an email address is no longer valid. This often happens when someone leaves an organization. This is not a negative – it’s actually an excellent opportunity. If your contact at a customer organization has left that company, you need to know who has replaced that person, especially if he or she is integral to your relationship with that company. So this is a very efficient way of managing your relationships.
If you find out that the contact did leave the company, ask if you can speak to the new person for their role. This is the perfect chance to set up a meeting and build a new relationship. It doesn’t even have to be an immediate sales pitch. Just a phone call or a meetup for a coffee to introduce yourself and learn about some of the projects or difficulties that your contact may be involved in in the near future. Sometimes a new contact can be the key factor in converting a prospect into a customer.
*Note:OneAffiniti ensures hard bounces are automatically removed from your list before your next email send. Once you get a new contact’s email address and receive permission to send him or her email marketing, you can upload the new email address into the email platform, Campaign Monitor. If you need help, please don’t hesitate to call us and ask for assistance.
For more ways to make the most of bounces, read eMail Bounces: Make it an opportunity.
For subscribers who opt-out:
Contacts opt out (or unsubscribe) by clicking the “unsubscribe” link in the footer of your emails. This means they do not want to receive email marketing from you.
The question you need to consider is: why? It could be they are simply trying to clean up their inbox. On the flip side, it could mean they are considering using a different broker. The only way to know for sure is to ask.
*Note:OneAffiniti ensures all unsubscribes are removed from your email list before we send your next email. You can look at your unsubscribes in detail in the email platform, Campaign Monitor.
For other reasons to accept — and even embrace — unsubscribes, read “eMail Unsubscribes: Is It All Bad?”.
For subscribers who don’t answer the phone:
This is perhaps the most important section. Many of your customers will fall into this category. Don’t lose hope! Just because they didn’t answer your call, doesn’t mean they aren’t interested. Let’s face it – these days, many people are just unwilling to pick up the phone for a number they don’t recognize. Honestly, I’m one of them! Robo-calls are my biggest pet peeve, and I’m sure I’m not the only one.
The best results come from building a healthy email list and providing useful content to your subscribers. Every campaign helps you better understand your customers and their needs. If you need to make tweaks to the content, please contact your campaign rep
The key to a successful Power Hour (and email marketing in general) is to avoid diving straight into a sales question. Be helpful, make a connection, and most importantly, provide value to your customers, and the sales will flow naturally as a result. After all, the difference between selling and helping is just two letters.