A lot of our clients have brochures of their product ranges available, and have spent a lot of time and money making sure that they look smart and nicely represent their products. However, we have also seen several common mistakes – and they are the theme of this month’s newsletter.
Mistake One: Adding brochure as an attachment to an email campaign
Imagine a brochure which is 2mb in size. If you want to send that brochure to 1000 people, you will send 2 Terabytes of data! This will make sending very slow and make you very unpopular with whoever runs your email server.
Upload the brochure to your website, and put a link into the email campaign. Aside from dramatically speeding up the sending process, you can track who clicked the link to download your brochure.
Mistake Two: Giving it away for Free
You need to make your site as easy as possible for your visitors to get what they want, but if your brochure is a simple download you’re giving away valuable leads. Make the customer give you their name and contact details to get your brochure. Using web forms allows you to automatically collect customer details turning “downloaders” into LEADS.
Mistake Three: Forgetting Follow up
How many people download brochures from your site? And what percentage are followed up? By using web forms to collect customer details, you also open up the possibility for the customer to be automatically drip-fed follow-up emails using workflow inside Tall Emu CRM.
Mistake Four: Too much information
A lot of our clients have large brochures with thousands of products – but people are time poor and demand relevancy to their needs or they go elsewhere. Using webforms and mail merge, Tall Emu CRM makes it possible to send specialist brochures for particular product ranges on-demand. There are two benefits to this technique are; One, it tells you what people are interested in and two, you’ll increase peoples engagement and response rates by getting them to the information that they are interested in (and not annoy them in the process).