Email Now the Number One Prospecting Tool—An Interview with Kendra Lee

RainToday.com's Podcast: Marketing & Selling Professional Services

Don't count email out as a marketing tool. When done right—focuses on your client and feels personal—it can be the most effective item in your tool box.

"Email is very effective, and, in fact, it is now the number one tool for prospecting. It has surpassed cold calling," says lead generation expert Kendra Lee. "But it is only effective if it's written with your client in mind. You have to focus on the issues your clients have. If you do that, you are going to get responses."

Not only will you get responses, but prospects will agree to meetings and proposals, Lee adds.

"We've had clients who do email campaigns where they're writing to groups of prospects who are similar, and they're securing appointments without actually ever picking up the phone," she says. "One client that we were working with had a list of 121 prospects all with a similar background, and she got six appointments and one huge proposal from a four-email campaign that she did. And she never even picked up the phone."

Email campaigns like that aren't difficult to run, but they do require some skill. Listen as Lee discusses:

• What to include in an email and the tone you should use
• How to write subject lines that get noticed
• What you need to keep in mind for mobile email
• How to manage an email nurturing campaign
• What she covers in her on-demand webinar Email Strategies to Break the Delete Barrier