Marketing Commentary from interlinkONE
Marketing. Web-to-Print. Warehouse Management.
Close the Sales Loop: Auto-Response Emails
Posted by 
on Wednesday, April 15, 2009 
at 9:28 AM 
in When looking at the success of the campaigns that we are involved in, a major statistic that we normally always look at is the response rate. How many people typed in their Personalized URL? Or clicked on the link? And then, how many people filled out the survey?
Those are great items to look at…
But, when it comes to the big picture, we also need to look at items such as this: how many people responded to this campaign, and then went to become a customer?
Now, depending on your CRM system, or your customer’s CRM system (if it’s not interlinkONE’s ilinkSALES product 
), it may be tough to map a response through the pipeline to a completed sale.
But, with our system, you have tools to help ensure that a responder is more likely to move down the path of becoming a customer.
One feature is the “Auto-Response E-Mail”. Basically, here is how it works:
- After someone responds to a landing page, the system can automatically send an HTML or Text email to their address.
- The email can be a simple Thank You…. But it can also contain links to other sites that the prospect might find interesting.
- Also, the email can be personalized… It can take advantage of the data they just provided on the response page, and present a custom message based on their answers.
For example, perhaps a campaign is inviting someone to an open house. If they say Yes, perhaps you send them an email containing a MapQuest link, more detailed information on the Open House agenda, etc. If they answered No, perhaps you send them a “regrets” message, but with links to access more information on what your company can provide to them now.
Certainly, you can put this type of information on a Thank You page. But the e-mail can help you in two ways:
- You can display personalized messages on the Thank You page, without cluttering it with other links and information
- You can put something in their Inbox that they can retrieve at any time (at least, until they really, really delete it from their mailbox)
An auto-response email can help save a step for your sales staff, or your customer’s sales staff, depending on who the campaign is for. We are not trying to discourage the sales staff from placing a follow-up phone call. But the email can help ensure that an immediate follow-up has happened, and that information that appeals to the prospect was provided.
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