Email First: Why Sales Teams Should Change Lead Follow-Up Process4 min read
Consumers prefer businesses to start a conversation with them by email, no matter which industry you work in. Most people don’t answer phone calls from unknown numbers and would rather communicate by email or text to get more information from your sales team while still in the early stages of buying or leasing.
Recent PERQ consumer insights show 70% of shoppers want to be reached by email first. For the home furnishings industry, that number increases to 79%, followed by text (13.5%) and phone (7.5%).
For those searching on PERQ multifamily property websites, email communication ranks first at 67% versus the phone (22%) and text (11%). Additionally, car buyers also prefer email (64%), but are way more likely to text (29%) than talk to a salesperson over the phone (7%).
“No matter what stage of the buying journey they’re in, it’s all about communicating with the customer on the customer’s terms. If a customer says they are more comfortable with email, then you email them back. More comfortable with text, you text them back,” says Frank Lopes, vice president of FB Digital and Forrest & Blake Marketing & Advertising. “What you want to do is try to convert them to the next level of engagement, and you always want to make the engagement as personal as possible.”
Email Nurturing Keeps Your Company Top of Mind
Nurturing customers using automated email drip campaigns helps continuously engage leads until they’re ready to buy. By emailing potential customers helpful content and incentives, businesses build rapport during the long buying cycle of high-dollar decisions — decisions like purchasing a car, a new mattress or leasing an apartment.
“It’s worth it to stay top of mind with your customer,” says Jordan Barrick, vice president of Quality Furniture in Texas. “Sending AI-type emails where it sounds like we’re reading their minds makes it a custom experience.”
Leveraging the lead information collected through the interactive experiences on their website, Quality Furniture sends out personalized, appropriately timed emails for up to three months after a consumer visits their website.
Home Inspirations Thomasville in New Jersey also uses AI software and email nurturing to reach website visitors. “We want them to know we’re here to assist,” Owner Ed Massood says. “We do see email as a prime way to communicate with customers. The emails are geared toward their interests, scheduled and designed around the timeline the customer submits when on our website. It has to be personal — that’s what makes it work.”