Independent Distributors Council Meeting Takeaways

Email Marketing: Your Company’s 24/7 Sales Team

July 18, 2018

Fifteen leaders from HIDA’s Independent Distributors Council attended a webinar with marketing gurus Jan Beery and Rebecca DiGiaimo from KBK Communications to discuss ways to maximize their e-mail marketing strategies. Here are the top four takeaways:

#1 Email marketing is an extension of your sales team, working 24/7

• You can use a strategically crafted email marketing campaign to nurture leads and bring them to a sales qualifying stage, even during your off hours. 
  
  

#2 Never purchase email lists!

• Your contact lists must be earned, not purchased. If you use purchased email lists, your IP address can be blacklisted.
• Existing leads you’ve generated via tradeshows, networking and the “contact us” function on your website are considered earned lists. 
  
  

#3 Grab your customers’ attention with timely, valuable content

• E-newsletters, blog post teasers, and product updates are some of the content ideas you can use to position your business as a resource to your customers. 
• You can source content from HIDA’s Daily Clips newsletter and Google Alerts for news.
• If you have a blog, use a subscribe button to gather leads. As you nurture that lead, you can obtain more information. 
  
  

#4 Email marketing can streamline your customer service processes

• Email marketing can automate your service-based functions and improve the customer experience. You can automate existing processes such as: customer onboarding, FAQs, e-commerce navigation, and GPO access. 
• Cart abandonment reminder emails can help your company bring back 25% of lost revenue.

Next Meeting: The Independent Distributors Summit at the Streamlining Healthcare Expo and Business Exchange, Tuesday, September 25. The topic will be on e-commerce. More details to follow.