Electronic lead nurturing

Anne Holland from Marketing Sherpa recently posted an interesting piece entitled ‘The perils of moving entirely to electronic statements & customer touches.’ When it comes to customer service and account management, I cannot agree more with Anne.  There is simply nothing better than the human touch.

When it comes to lead nurturing, there is also a tendency to try to automate and deliver content electronically.  On a cost per cost comparison this certainly makes sense because the cost of email is nothing compared to the cost of having a person calling one up by phone.

The only problem is the result. My guess is nil, nada, zilch, zero.

Few studies have been done on the subject but  were I a betting man I would guess that only very small percentage of electronic touches are ever seen by your customers or prospects - regardless whether you agreed to receive mail from the sender. And once the receiver’s spam prevention program classifies you as a spam sender you’re just going to be spinning your wheels.

In the lead nurturing business there is simply nothing more effective than a one on one interactive dialog designed to enhance the brand and build trust.  It is the only method that ensures the message you want to communicate is delivered to the right person effectively and interactively. 

Result-wise there is simply no substitute for the human touch.

Michael Falkson

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