We all know that warm leads convert far more easily than cold ones, that is, it’s far easier to sell to someone who’s interested than someone who’s not. However, in this age of permission marketing, marketers scramble to assemble bigger and bigger databases of leads through lists and newsletters. However, a warm lead cools over time like pizza out of the oven and a large list of stale leads doesn’t do a marketer any favors.
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A huge list of cold leads throws off marketing metrics making it difficult or impossible to determine whether a campaign is successful. Firing leads will increase your open, click through, and conversion rates by removing people who never read your pitch in the first place. This can be combined with metric focused sales testing, such as A/B testing a newsletter, can find new profitable insights and increase sales.
A huge list of cold leads throws off marketing metrics making it difficult or impossible to determine whether a campaign is successful. Firing leads will increase your open, click through, and conversion rates by removing people who never read your pitch in the first place. This can be combined with metric focused sales testing, such as A/B testing a newsletter, can find new profitable insights and increase sales.
It can be a terrifying thought to fire a customer that’s opted into your email campaigns, but remember, that permission doesn’t last forever. People’s lives and circumstances change and they may no longer be interested in what you’re offering. Letting go of these customers can improve your email marketing efforts by focusing your attention on truly warm leads instead of cold ones.
If you’re looking for more ways to improve your email marketing like this one, give Meera Kothand’s new article a read.
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