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Asking for the call in a cold email vs sending to a landing page?

by Synnuh
10 replies
I'm about to start split testing my current strategy of asking for the call in the prospecting email to sending the person to a landing page where they have to request more information.

Has anyone tested this in the past, or know of any tests around the intarwebz that could keep me pointed in the right direction?

I'm selling lead generation systems (website, managed PPC & SEO, and reputation management) to contractors.

My thought process is that it's going to keep me from wasting so much time explaining the process to clients that I can't (or don't have the skills) to close. By putting more hurdles in front of them, I'm only going to bring in the serious clients that are ready to work with me.

Maybe even split testing another process of straight up telling them that if they're ready to build the system, to call me.

Anyway, do ya'll have any thoughts on this?
#call #cold #email #landing #page #sending
  • Profile picture of the author arrival7
    Try posting this in the online marketing section, you will get answers there. Best of luck.
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    • Profile picture of the author iAmNameLess
      Originally Posted by arrival7 View Post

      Try posting this in the online marketing section, you will get answers there. Best of luck.
      No, that is very unlikely.

      Look, if you care about conversions and you want people that will buy, you want to generate the call. A phone call is much more valuable than someone filling out information on a form. 25% of leads that fill out a contact/estimate form, never pick up the phone when you call.

      They're used to filling out contact forms...

      When they call you, they've already made a bit of a commitment to you and that goes a long way.

      Make your call to action phone related... but don't ignore your website/landing page, use that too. Give them an option, but since a lot of people check their emails on their phone, it makes it very easy for them to call you if you make that your focus point.
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      • Profile picture of the author Synnuh
        Originally Posted by iAmNameLess View Post

        No, that is very unlikely.

        Look, if you care about conversions and you want people that will buy, you want to generate the call. A phone call is much more valuable than someone filling out information on a form. 25% of leads that fill out a contact/estimate form, never pick up the phone when you call.

        They're used to filling out contact forms...

        When they call you, they've already made a bit of a commitment to you and that goes a long way.

        Make your call to action phone related... but don't ignore your website/landing page, use that too. Give them an option, but since a lot of people check their emails on their phone, it makes it very easy for them to call you if you make that your focus point.
        Thank you, sir. It makes sense.

        Originally Posted by Jason Kanigan View Post

        @OP: Might be worth doing some research on Pay Per Call techniques and apply them to your own business.
        I've been trying to get my prospecting / closing process down before I spent money on my own ads. The campaigns are already funded, just haven't gotten around to hitting play.

        Now that all this has been said, is there any way to cut down the amount of tire kickers?
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  • Profile picture of the author helisell
    iamnameless got it right.

    In my experience once the phone goes down you are forgotten.

    They are extremely unlikely to ever visit the landing page because in their minds 'they can do that later'

    'Later' never comes it just sits there and allows them to do bugger all
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  • Profile picture of the author Jason Kanigan
    We don't know what your copy looks like. Or the traffic source.

    Get some traffic to it and test.

    Anything else is speculation.
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    • Profile picture of the author ewenmack
      Since you made contact first with the prospect, it naturally follows you quickly
      hop on the phone to see what you have is right or not for you both.

      Automating this process probably won't yield
      the results you are looking for.

      More opportunity to automate the qualifying process when the prospect discovers you through advertising.

      Best,
      Ewen
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  • Profile picture of the author Synnuh
    My prospects are being scraped from Yellowpages and Manta.

    I gather the list, and go through, checking off all of them that have a bad online presence, or a low quality / converting site.

    I'm going to run a split test tomorrow morning on 500 emails to the LP to see if it doesn't do a better job qualifying.

    If I could have it my way, only the people who had their wallet open ready to buy from me would call me. Is that a pipe dream?

    The automation of qualifying them is what I'm looking to achieve.
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    • Profile picture of the author ewenmack
      Originally Posted by Synnuh View Post

      My prospects are being scraped from Yellowpages and Manta.

      I gather the list, and go through, checking off all of them that have a bad online presence, or a low quality / converting site.

      I'm going to run a split test tomorrow morning on 500 emails to the LP to see if it doesn't do a better job qualifying.

      If I could have it my way, only the people who had their wallet open ready to buy from me would call me. Is that a pipe dream?

      The automation of qualifying them is what I'm looking to achieve.
      You can tighten up the qualifying process by sorting
      who you put on the list to send your message to.

      Here's the steps Oren Klaff of Pitch Anything goes through
      when reaching out to investors.

      Short email asking for a quick 5 minute phone call
      to see if the intriguing thing is right or not.

      He will use social influence to make that work.

      You can't always engineer that,
      therefore you decide whether you
      continue to follow up via email,
      or just hop on the phone and use the email
      as a reference point.

      The more value you see in a prospective client
      before you go in, then you are more likely to multiple follow ups.

      This means instead of going after lots,
      come up with your dream 100,
      as Chet Holmes would call them
      in his book Ultimate Sales Machine.

      I'm not saying one method is better than the other,
      you'll have to weigh up what's right for you.

      Best,
      Ewen
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  • Profile picture of the author bizgrower
    Originally Posted by Synnuh View Post

    I'm about to start split testing my current strategy of asking for the call in the prospecting email to sending the person to a landing page where they have to request more information.

    Has anyone tested this in the past, or know of any tests around the intarwebz that could keep me pointed in the right direction?

    I'm selling lead generation systems (website, managed PPC & SEO, and reputation management) to contractors.

    My thought process is that it's going to keep me from wasting so much time explaining the process to clients that I can't (or don't have the skills) to close. By putting more hurdles in front of them, I'm only going to bring in the serious clients that are ready to work with me.

    Maybe even split testing another process of straight up telling them that if they're ready to build the system, to call me.

    Anyway, do ya'll have any thoughts on this?
    If not already in place, your marketing communication should state your pricing
    and paint a picture that you help clients in the xxx range of revenues per year,
    or projects per year .... Then you'll get the attention of savvy contractors willing
    to pay you your rate because they know they have to market, and they know the value
    of the ROI and how they can allocate their time and employee manhours (I suppose
    this is really the same as describing and marketing to your Dream 100 that the
    Ewen referred to.)

    Maybe not with contractors - older ones anyway, and certainly for other readers here
    in other markets, your call to action should also include communicating via Facebook.
    My internet savvy 20 to 40 something employees now do that more than texting, emailing
    and calling. This was not the case a year ago. It's free and mobile if they have internet
    access and a tablet or smart phone.

    Having observed my hotel employees and customers, I'm going to make some moves
    to better ways to communicate for my needs (a lot of customers do not read our reservation
    confirmation emails). As an aside, I would love to talk to lawyers about the challenges
    they now face with respect to how people communicate these days, and the impacts it has
    on legal agreements and behavior under contracts. 140 character contracts? LOL
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