According to Warren Cornelius, Client Services Manager at Rocketseed South Africa, the key to bulk email is to communicate with existing and prospective clients in a smarter way than just sending out a generic basic email to your entire database.
“…target the right people with the right content at the right time.” he explains. You need to understand the interests of people and provide them with material that is relevant to them.
He added that there are two formats of bulk email:
Retention Bulk Email
“… to be able to talk to existing clients, to keep them in the loop and let them know that you still care about them as a client and to make sure that they stay in contact with the brand without having the effort of having people communicate with them on a regular basis.”
Acquisition Bulk Email
“… to be able to talk to existing clients, to be able to upsell, cross-sell, talk to them about the different products you have, as well as talk to the new clients that are possibly thinking about using your services but just need more information on it.”
Cornelius explains that there is a very common trend at the moment in B2B sales where Marketing Managers, Managing Directors and CEO’s want to be able to make their own decisions.
“They don’t want to be sold to, cold calls and hard selling is pretty much a thing of the past. So what bulk email does, is it allows those people to receive communications where they are able to upskill their knowledge on the understanding of the products that you are selling to them and then from there they are able to make a decision feeling that they have been empowered with enough info that you have given them over a period of time to be able to make the decision that you want them to make. So you are guiding them to help your sales pitch easier and to be able to close specific business deals or retain clients on a regular basis.”