4 Successful Email Marketing Tips

Posted by Administrator on March 2nd, 2007

One of my associates is an email programs manager and there’s one HUGE benefit to email marketing: your cost per lead is very inexpensive. And, with email marketing, you can get a lot of traction! I’ve picked his brain a bit about some quick government marketing tips that anyone could use to target government decision makers and agencies via email to boost sales leads.

The important thing to keep in mind, he warns, is that if you decide to use email in bulk (multiple messages sent at one time), be aware of the laws that regulate email delivery, such as the 2003 CAN-SPAM laws in the U.S.

With the CAN-SPAM laws in mind, here are the top four government email marketing campaign tips we came up with that can help you successfully build relationships:

Start with the Right Targets

Find out who government decision makers are by accessing contact lists of key decision makers. Don’t waste your time emailing officials who you suspect are involved with the decision-making process. (Onvia can provide you with custom contact lists)
Target officials at the right time. Access historical purchasing information to see when there has been a need for your services or when budgeting has been approved.

Create Meaningful Copy

Individually targeted email campaigns can generate 9 times more revenue and 18 times more net profit than generic emails
Establish the value you will bring to the agency, including the benefits, competitive comparison, testimonials and procedures

Develop a Lifecycle

Track when you are sending marketing communications, and how often
Adjust the government marketing communications to fall in line with the progression of your sales cycle
Here is a basic lifecycle chart to help you develop and track your email campaigns:
1. Acquisition (Identify Prospects) – Launch your email campaign to your targeted lists of prospects
2. Persuasion (Engage Prospects / Introduce Sales Opportunities) – Develop follow up campaigns to reinforce the emails and establish meaningful sales conversations
3. Conversion (Seal the Deal and Grow Revenue) – Establish the contracting opportunity and address the agency’s needs and expectations
4. Retention (Retain Current Sales Relationships) – Maintain contact with the agency and address any new agency needs
5. Loyalty / Renewal (Renew Contracts and Expand on Opportunities) –Engage in discussions about contract renewals and ask the agency if they would be a referral or case study subject

Provide Calls to Action and Informational Tools

Always include contact phone numbers, email addresses, and your company website if you have one
Offer testimonials or case studies as part of the campaign
Offer referrals
Offer samples, if applicable

More Information from Government Contracting Best Practices
For more tips on successful marketing campaigns, read Government Marketing: How to Track your Best Approach and 10 Government Marketing Tips to Drive More Sales Leads.