Targeting CEOs with email marketing
When it comes to targeting Chief Executives with an email marketing campaign it’s always best to live by the ‘quality over quantity’ rule.
CEOs and other high-level decision makers are rare breeds of customer; they will not be solicited easily and have very limited time on their hands to mull over contract decisions.
However, with the right rules in place, targeted e-newsletters can be an extremely effective way of promoting your services and products to the people that call the shots. Here are some easy rules to abide by:
- Low volume, high value: In terms of your CEO target data list, you need to be extremely selective. Only send your email marketing campaigns to the few decision makers that are likely to buy from you and have the budget for your specific products or services. This cuts down on time and makes for a better return on investment.
- Get to the point: Chief Executives are busy people. Their time is incredibly valuable so it is imperative that your correspondence to them is quick and to the point. You could devise your campaign in a series of hyperlinked headlines or as a short one-message e-shot.
- Opt-in only: CEOs HATE cold calls with a passion. Potential time invaders are usually greeted by stony-voiced PAs or receptionists, whose sole intention is to keep your call away from their boss. Emails remove this barrier but it is still wise to approach a first-time e-communication with caution. We would always advise that the CEOs on your target list have opted-in to your campaigns before you begin. You can do this by creating perfect data lists in the first instance.
- Tone: Make sure the tone you write your email marketing campaign in matches that of your audience. In the case of CEOs, go for professional and courteous. Ensure there are no grammatical or spelling errors.
- Know your onions: It is important that you do your homework on your contact before you make an approach. Researching and understanding their business and knowledge will save you from making embarrassing mistakes. Trying to sell email marketing to a CEO of an email marketing company, for example, will not do you any favours. Reflect your knowledge in the content of your email.
- Think contacts: If you have crafted a knowledgeable and concise email, using the right tone and data, you are nearly there! If your campaign has hit its mark and is relevant to your target Chief Exec, add in a Send to a Friend link so they can share their new-found wisdom (and your business details) with like-minded associates.