Triggered Emails that Deliver Value and Sell Nothing
I recently signed up for a complimentary trial offer. Every few days, I get another email from that provider of said offer with tips on how to get the most out of my trial account.
The emails I get are very useful, an excellent branding and CRM practice. They don’t try to sell me anything just then. There’ll be plenty of time for that later in the sales cycle. But they do underscore the value of the service I’m testing out which will figure prominently in my decision to pay money for the service later.
It amazes me that such an obvious and inexpensive practice such as value-added, triggered emails isn’t employed more often.
In this era where every action must be accountable, I think companies feel compelled to ask for the sale at every turn in order to justify the expense of every move. Well, all too often, you can ask for the sale too early, and it’s my guess that many companies don’t realize or measure how many sales are lost by being too aggressive.
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