Ah, the generic mass email. We have all seen emails pile into our inboxes asking us to call this number or click that link. The sender has a heck of a deal for us and we must act now. It’s usually some mass-produced message some company sends on behalf of a sales person to tons of people, hoping and praying they get some kind of a response. A few thoughts come to mind when contemplating this tactic, and none of them are very good for the person sending them or for the person receiving them.
What in the world were you thinking? Did you or your team send this out en masse and now you’re just sitting back and “catching” qualified leads? I seriously doubt it.
The problem with generic mass email is that the message is so nonspecific that anyone who responds will still be a cold lead. OK, OK, maybe a tad bit warm, but all the qualification still needs to be done once the person contacts you. You may get people to call you, but instead of doing the work upfront – research and prep – you have to do it on the back end. And, the people who call you may not be the right person. So, the research and prep you do after they call you may be a complete waste of your time.
“I have a great deal for you.” The minute I see this in an email, I delete it immediately. I don’t even read what it’s about. Are they selling me something I actually wanted? I doubt it. There is no way I am going to take my time to call this person to find out about a product or service only to figure out if I need it. Has no one heard of the internet? I can do that on my own.
Also, many of the generic mass emails we all get include a link to access some amazing infographic or tip sheet. But there’s no way I’m clicking that link. Why? Even my 85-year-old mother knows not to click on a link in an email from someone she doesn’t know. With so many scams out there, most of us are well-trained to be careful about what we click.
So, by sending out a generic mass email, you probably believe you’re doing lead generation. But are you? Think about what you’re trying to accomplish and figure out ways that will help you get there more efficiently. Ensure your lead generation program maximizes your time. And, ensure your lead generation program benefits everyone’s time. What are some methods you’ve used to create a quality pipeline? Please share!