As mentioned in previous posts, I love to download white papers, webinars and other marketing materials. I'm a sucker for the data, and I love to observe the follow up process. Usually I am astounded with how "off" the follow up is: it's either non-existent (typical) or it asks me to jump from reading a white paper to committing my time to watching a demo or talking on the phone with someone (no, thanks).
Well, yesterday I was thoroughly impressed when I received the following email from Tim at ExactTarget as a response to a white paper I had downloaded a couple of hours before:
Thanks for downloading the Social Media Kit.
Generally, folks fall into one of three buckets.
- Thank you for the follow-up and material; however, at this point I am only educating myself on email marketing best practices.
- While I am educating myself on email marketing, I am also interested in learning more about ExactTarget's email solutions.
- Please call me as soon as possible. I am looking to evaluate my email programs and take a look at what ExactTarget has too offer.
I'm a firm believer that any one of these answers could be right answer as long as it is what's best for your business.
Your response will allow me to better gauge your interests without bothering you during this busy time. Thanks again for your consideration and I hope to talk with you soon.
Wow. I LOVE this. I think this follow up is absolutely spot-on because of its simplicity; anyone can do this.
I immediately responded and told Tim that I fell into the first category (I'm a serial downloader, always looking for new info), so thanks, but no need to contact me anytime soon.
I also explained that I am really interested in lead follow up and nurturing, and asked what kind of response this email typically received. I quickly got an email back:
"I get all kinds of great feedback from my follow up emails. It is straight and to the point and it's an easy way to get to know where people are at with their email marketing. . . .Even if people aren't interested they still like to respond to tell me how great the follow up email was."
Wow again. And I thought I was the only kook out there who cared much about the follow up email to actually ask the question.
And, then, after answering my question and telling me to keep his contact info in case I need anything, he adds:
"One thing that might be helpful to you would be for me to opt you in to receive some ongoing communications from ExactTarget over the next 6-8 weeks. The series of emails includes industry best practices, tips and tricks, what to look for in an ESP, why email, etc. If you are interested in receiving these emails, please let me know and I can make sure that I sign you up."
When I downloaded the white paper there was an option for me to opt-in for their newsletter. I didn't check the box for whatever reason. But, after engaging in this email conversation with Tim, I said, "Sure, add me to your list."
It was such a refreshing email conversation, and, I look forward to the additional emails from them. Even if I don't have a need for their solution, I may learn a thing or two about how to nurture leads.
Would this type of follow up email work for you? Do you have any lead follow up email successes that you can share?
More Savvy B2B posts from Michele.