Do your outbound sales campaigns require multiple follow-ups? If so, you’re likely adopting the wrong tactics.
Let me explain…
If you send an email marketing campaign to a big database, what happens? If your campaign hits the average, less than 2.6% will be clicked, and only a fraction of those will generate an actual lead.
So, what about all the others who didn’t respond? You have to send them another email by checking if they got the first. After all, there’s still a lot of opportunities out there. Right?
But what happens when less than 3% click the next message? You have to send another one because only a stupid person would leave all those potential customers untapped. So you send another.
I think you get the picture.
The medium you choose for cold outreach directly correlates to the number of follow-ups you need to do. Email marketing has a response rate of <3%, which demands a big contact list and many follow-ups to present any chance of success. The same is true of direct mail which has a response rate of less than 3%, and cold calling which has a marginally better response/connection rate of just 6%.
What does that mean? It means a lot of the time; you don’t even need to follow up. And if you do, you only need to do it ONCE.
That leaves more time to spend building meaningful relationships instead of wasting it on activity that masquerades as progress.
I know which I’d prefer. What about you?