Hopefully you’ve read my previous post ‘Dickiebird Hot Tip: A Quick Email Follow Up Technique That Could Land Your Next Big Client’ – otherwise you might find this piece a little too practical.
Here are the practical steps about how to dig into your Mailchimp email list and find your hottest prospects.
Send your email via Mailchimp – make sure it’s a good one that’s useful and interesting and one that prospects will open. If you haven’t got time to put together a decent email, get in touch and we’ll put you in touch with people who do a great job.
You’ll need to check Mailchimp every day after you sent the email to see who’s opening and clicking on your emails. Chances are, it will be a prospect you haven’t heard from for some time.
Action > Check Mailchimp every day
By default, Mailchimp opens to your dashboard and looks like the image below.
Action > Click on the blue subscriber number
The screen below will come up. By default it shows you the readers who opened your email the least amount of times.
Action > Click twice on the ‘Opens’ tab at the top of the list
Now you have a list of prospective customers who have opened your email the most. You can see the person at the top has opened the email 42 times! The others have opened it at least 10 times.
Create an individual follow-up email to your hot prospects in your regular email provider (not Mailchimp and not a group email). This may well open the door to new business. I wouldn’t suggest you start your follow-up with “I see that you opened our email 42 times, clicked three links and forwarded it to 2 people”.
In your follow-up, try something more subtle, such as an email to say “Hi Joan, it looks like you got our latest email about swimming pool fitness. As we haven’t been in touch for a while, have you got any questions about your pool or landscaping project”? We’re only an email away, so please call or email if we can help in any way”. Make sure you have your phone contact details at the bottom of your email.
Action > Send individual email to your people with the most opens
The Fortune Is In The Follow-Up
If your product or service is high value eg. over $2,000 per customer per year, that simple follow-up might net your business $5,000 plus.
In my experience, it’s something worth trying, and at worst, you’re providing customers with more personalised communication – it’s a simple courtesy that most businesses overlook.
The manual email follow-up method might not be cost effective for everyone – for example, if your product or service is only worth $50 per year. In this case, if you have Marketing Automation in place, you can create a simple rule that follows up with an email like the one above.
You can read more about Marketing Automation in my previous post. Otherwise, get in touch with any questions about setting up professional Marketing Automation for your professional service or software business.
I’d love to know if you’ve tried follow-up email or automation. Let me know about your experiences, successful or otherwise.