Converting Leads with Email Marketing

For those of you who might be selling large-ticket products or services in a multi-step fashion, we thought it would be helpful to talk to you about how to measure and predict your success metrics.

The first thing you'll need to do is attempt to define what success means to you. This doesn't have to be daunting and your metric doesn’t necessarily have to be about how much you “profit” from your email, it could be how much you “learn” from your results.

In general it’s a good idea for you to decide what your definition of success is up front, then compare your results to your metrics after you’ve mailed. Keep this in the forefront of your mind: it’s really about continual measurement and refinement to hit success.

The Corporate Sale

If you are selling your product into a large corporation and you have a longer multi-step sales process, your email marketing metric for success may depend on what lead conversion means to you.  One way to do this is to “back into it” from the total number you need to convert.

If this is the first time you’ve emailed this campaign, your “unknown” is going to be your conversion rate, meaning "what percent of your recipients are going to do what you want them to?" So your best bet might be to test before you roll-out to gauge where your conversion rate might fall. If you know you know you need to drive 500 conversions and your test shows that your conversion rate is 1.25%, then you’re going to have to email to 40,000 addresses to reach your goal.

Finally, you’ll have to assess how much you’ve sold to see if your revenue equaled, made more than, or made less than what you spent on the entire campaign.

Comments

[garima]

I want to use fwd to friend link...actually the requirement is that i m sending a link for web to lead form in my email...once the contact submits that form the lead will be created...if he fwds that mail to another friend using fwd to friend link...that friend should also be captured as a lead in SFDC if he submits that form. Is it possible?...can it be done with the help of VR.