The Goldilocks Rule to Emailing Leads for Technology Marketing

Figure out the best way to keep your leads happy, connected, and interested in your company without crossing the line or falling short.

Emailing is one of the most important and efficient tools you can utilize for keeping in touch with your technology leads, whether at the initial stage or at the purchasing stage. You want them to stay connected to your business in hopes of turning them into a customer. However, there is a fine line between what you should and shouldn’t do. Think Goldilocks! Not too hot, not too cold, just right.

The simplest ways for you to lose a potential customer is by being too aggressive, too passive, or completely irrelevant.

  • Too aggressive (too hot): Emailing prospective leads too often will annoy and overwhelm them. Rather than look forward to your content they will become immune to it and begin to ignore it, or unsubscribe. Plus, your company will begin to hold a negative connotation in their minds. Hubspot suggests conducting some email frequency tests “to establish the appropriate frequency for your database, keeping in mind different list segments may have higher or lower thresholds than others.” Check out their “5-Step Test” to help get you started.
  • Too passive (too cold): On the flip side, emailing your prospective leads too infrequently can also backfire. You run the risk of your leads forgetting who you are and moving on. Hubspot’s “5-Step Test” for email frequency will help to alleviate this as well.
  • Irrelevance (just right): Sending emails that have irrelevant content is only going to frustrate your leads even further. In most cases, leads connect with you because they want content relevant to a certain topic, product, service, etc. Sending them content that does not correlate may cause them to believe you are an irrelevant company. This will lead to high unsubscribes. You should figure out the simplest way to segment your leads so you can send specific content to a specific group of people. Hubspot has put together an article on ways to segment your email list called “27 Ways to Slice & Dice Your Email List for Better Segmentation” that can help get you started.

Nurturing leads is a very sensitive business, but a necessary one if you are to generate new business for your technology company. Figure out what is simple and pleasant to control for both parties; that porridge that is just the right temperature, that mattress that is just the right comfort.

  • What measures have you taken in developing “just the right” email leads?

Hubspot: The 5-Step Test to Determine Optimal Email Frequency

Hubspot: 27 Ways to Slice & Dice Your Email List for Better Segmentation

Photo Credit: violscraper via photo pin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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