Picking Out the Decision Makers from the Influencers

Make Your Email Campaign Work for You

When it comes to your Agency Access list, identify those you think would be your best prospects – all of whom are relevant to your style. Use your email campaign as one step towards further qualifying those people to determine whether they are either influencers or decision-makers. You can do this in a couple of different ways:

  • Engage them. Every email message you send should have a call-to-action and/or a relevant question they can respond to. This is a great way to “weed in” your best prospects. Those who respond are closer to their moment of need for your services than those who don’t.
  • Suggest to them. Suggest that they forward the message and ask, “Who else should be receiving this?”
  • Call them. Choose the top 25, 50, or even 100 ideal prospects and call them directly. Whether you do it or someone else does, it’s important to make that actual human contact in real-time to ask questions about their needs. Even if you don’t reach someone, they will hear your voice, and that will make a stronger impression than email alone.

The more narrowly you target your prospects, the better you will understand their needs and, the easier it will be to determine whether they are the right people to be in touch with. Email is more than just getting your name out there; it’s about starting a dialogue. So if you’re just using it to broadcast, rather than to engage, you’re missing part of the opportunity.

Ilise Benun

Ilise Benun is an author, consultant and national speaker, the founder of Marketing Mentor.com and the co-producer of the Creative Freelancer Conference. Her books include "The Designer's Guide to Marketing and Pricing (HOW Books), "Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive" (Career Press), and her latest, "The Creative Professional's Guide to Money" (HOW Books 2011).

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