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MarCom Matters

June 2013
Issue: #44

The Road to Never Land

The subject line read, “Today or Tomorrow?”

Usually when I see emails sporting come-ons like this, I trash ’em in an instant. But something told me to sneak a peek at this one first.

Turns out the email was legit and came from a well-known software vendor. The nominal sender, Kyley, thanked me for researching marketing automation software and asked to set up a Web conference to discuss her product’s astonishing features. Then, evidently concerned that I hadn’t replied within eight milliseconds, she left a voicemail in which she pretty much just read the email.

Problem was, no matter how hard I scratched my head, I couldn’t recall looking at this vendor’s website or providing them with any contact information (although my head did stop itching). Even after rummaging through my inbox, all I turned up was an email from an analyst firm offering a whitepaper that this vendor had sponsored. But I had never registered to download the thing.

I dunno, maybe the inside sales folks were contacting everyone on the send list and not just those who acted on the offer.

Anyway, I know I’m making a bigger deal out of this than it deserves. But the episode got me thinking about why it’s crucial to coordinate outbound campaigns (whether digital or direct) with their follow-up actions.

Because few people will go to the trouble of doing what I did and hunt down the reason behind the email.

So after creating the content, emails, direct mail pieces, thank-you notes, landing and registration pages, blog posts, banner ads and PPC keywords, there is still more to be done. That is, to create a follow-up process and toolset.

And although the responsibility for this work lies in the nether region between marketing and sales, it is critical to making a connection with your recipients and getting the response you’re looking for.

Here are some things to consider when creating that process…

By communicating to recipients what triggered your follow-up, and then building research and flexibility into your process, you’ll improve the chances of making an immediate connection and getting a positive response.

Because if those recipients can’t make that connection right away, they’ll probably say, “Today? Tomorrow? How about a week from never!”

And who has time to wait that long?