How To Skyrocket Your Sales By Mining Your Email List

March 31, 2016 Sapph Li

If your company is creating high-quality lead magnets to capture email addresses, you’re probably picking up good subscriber numbers. And of course, marketing is segmenting them and approaching them all differently.

But ... is your marketing team treating them like they’re all worth the same?

Even subscribers who could be your next high-value recurring customers?

Even though some companies can become siloed, it’s important to poke your head into the data other departments collect because you may be able to better leverage it with your skills to generate more revenue.

In this case, while it’s more feasible in terms of time and effort to communicate with the majority of subscribers via mass send marketing emails, the $10K potential customers hiding in that pile are much more likely to convert with personalized emails and nurturing. Which means it makes sense for you to monitor incoming subscribers, identify the VIPs and treat them like traditional sales prospects.

Here’s how to set all of that up.

1. Identifying And Researching Subscribers With A High Potential To Turn Into High-Value Customers

What is a high-value enterprise level customer worth to you over their lifetime? $10,000? $20,000?

Are you filling that potentially $10K customer’s inbox with same weekly content roundup emails or marketing workflows as the rest of your subscribers?

Yikes.

A. How To Record The Information Of High-Value Customers

First, either create a new list in your CRM or create a new spreadsheet to fill out the info for each contact in.

Have a column for:

Email Name Company

B. Researching The Background Of Subscribers With A Company Email Address

Let’s say you get a subscriber like:

vidal@dataveyes.com* (*Email address have been changed to protect their privacy)

Simply type in their company domain name and navigate through their pages:

Human Data Interactions

That gives you an idea of what their company is about.

But it’s not enough to form a clear idea of whether their company is a good fit for your provision. Here’s where Datanyze can really help you. You can use the tool to estimate their company’s revenue, so you get a decent idea of if they can afford your offering!

For Dataveyes, I reviewed some of their projects to get a clearer idea of what they mainly provide for their customers: what they do is create custom data apps for companies:

Business Line

To get a more accurate estimate of a prospect’s company revenues if they do not have pricing plans for their products or services, Google “[their product type] + [price]”. For Dataveyes, I Googled “custom app price”. One of the top results was this page and it mentions $150-450K for custom apps:

New York Company Fueled

From this research, I can conclude Dataveyes would have no problem affording my product and would get 10-20x ROI from using it.

Make a list of other qualities your existing high-value customers share so you remember to look out for it when researching new subscribers.

Example qualities:

  • The average lifetime value of each of their customers is over $5K
  • B2B company
  • Has invested in other on-site tools like Intercom and Hubspot

Bear in mind, Datanyze also lets you check to see if they’ve installed similar software to yours in the past. Coupled with your knowledge of their business you’ve gleaned from their website, you’ll know if they need a solution like yours but never used one before, or if they’ve been using a competitor for months or years. Either way, now you know how to start approaching them.

Once you deem a subscriber has the potential to become an eventual high-value customer, put their full, properly formatted company name into your spreadsheet or CRM. In my case, it’s Dataveyes. This lets you insert their accurate company name into emails later via mail merge or custom contact variables.

Next type in “[subscriber name] [company name] LinkedIn” into Google to see the subscriber’s position in the company:

Benoit Vidal Linkedin

You can also search through their ‘Meet the Team’ or ‘About Us’ pages to find them if their email is a ‘name.lastname@company.com’ format. That will give you a better idea where they sit in the decision making process - is your subscriber a CEO, VP, what is their role in the company? A Google News search can reveal their email address in press releases if they’re in marketing, too.

In this case, I would add Chief Digital Officer as Benoit’s position and Europe for his timezone (this is so you can later see when would be the best time to contact them to improve chances of them opening your email). I recommend lumping contacts +/- 3hrs into the same timezone so you would not have to separate your email sends into 10+ batches for each time zone.

After adding a high-value subscriber to your CRM or spreadsheet for personalized nurturing, move the subscriber to a separate list in your email marketing platform called High-Value Subscriber (Do Not Email) so your email marketing team knows to exclude them from future email campaigns.

C. Researching The Background Of Subscribers With A Personal Email Address

Researching the background of a subscriber who signed up with a personal email address (example: name@gmail.com) is slightly trickier since it doesn’t reveal the company they work for right away.

If you get lots of new subscribers a day, it may make sense for you to skip subscribers who used a personal email address since researching their background does take a lot more work.

Many email marketing services like Campaign Monitor and Mailchimp tells you the city your subscriber comes from based on their IP address.

Here’s how it looks in Campaign Monitor:

Sally Sparrow

Here’s how it looks in Mailchimp:

Subscriber Details

If their personal email address contains their full name, you can simply Google “[full name] Linkedin”. Go to the profile of the person who is in the same city as your subscriber. From there you can tell what company they work for:

Shawn Cadeau Linkedin

Then you can repeat the same process as outlined above for researching their company and determining their likelihood to buy your product.

What if their personal email address is an alias like?

bja777@gmail.com*

*Email has been changed to protect their privacy

Simply take the part of their email before @, surround it with quotes and Google it (in my example it would be “bja777”). Scroll down the Google results to see if this alias is attached to a name and company:

Who is Admin

From that result, I got their name and what website they own.

This works sometimes because people often use the same aliases for their other online profiles. Also, if they themselves have registered domain names in the past, searching using their personal alias may turn up results of websites who tracks domain WHOIS data.

Again, you can visit their website to determine if they would be a high-value customer based on your criteria list.

D. Making This Labor Intensive Research Process Manageable

Since this research can be a labor intensive process, it may make sense for you to either delegate this task to an outsourced data entry specialist (send your new subscribers in smaller batches to 3-4 data entry specialists so no single person knows your entire list) or apply some conditions to whittle down the number of subscribers you have to research.

For example if you have email behavior and on-site behavior tracking, you can limit your research to only the subscribers who:

  • Viewed your pricing page
  • Opened your initial lead magnet welcome email

What Email Sequence To Send To Nurture Your High-Value Subscribers

Now that you’ve picked out all the 12-carat diamonds out of your subscriber's list, what do you say to them to convert the maximum number into paying customers?

The key differences between emails your marketing team sends to normal subscribers and the ones you send will send to high-value subscribers (aka qualified prospects):

Content Formatting Personalization

A high converting email nurturing sequence for prospects:

  1. Offer a valuable resource to start building a relationship
  2. Why is the problem your product solves a problem?
  3. Offer them a 1-on-1 brainstorm session
  4. Send another valuable resource
  5. Describe how your product solves the major problem

Email 1: Build Relationship With New Subscriber

When to send: Immediately after they sign up to your email list

Formatting: Normal email marketing template

Intercom Product Management

Your first email to all subscribers should:

  • Welcome them to the community where you promise to provide them with valuable advice related to the goals your product helps users achieve (example: if you’re a lead generation tool, your goals would be prospecting and sales)
  • Share with them one resource that’s high enough quality to be a standalone product (see Intercom example). This is either the lead magnet they signed up to receive or if they simply subscribed on a general form, send them your most valuable resource.

Once new people sign up, this is when you research them to pick out the high-value subscribers. Then you begin sending them the personalized nurturing sequence below.

Email 2: Why Is The Problem You Solve A Festering, Nagging, Growing, Thorn-In-Their-Side Problem?

When to send: 1 week later

Formatting: Normal email marketing template

  • In this email, you describe the struggles that people face trying to do X (which your product solves). Bonus points if you can present it as a story relating the experiences of one particular person (more relatable and emotionally engaging).

Email 3: Ask Your High-Value Subscriber - What’s The Biggest Issue You’re Struggling With Now With X?

When to send: 1 week later

Formatting: Plain text

  • In this email, you simply offer your valuable expertise on a goal related to what your product does. The purpose is to build a more personal relationship with the prospect to further gain their trust and establish your authority. Personalize it with some details of your contact.

Example:

Hey Richard,

I wanted to ask, what’s the biggest hurdle you currently have to jump across (1) generating qualified leads for [Company Name]?

I have 10+ years of experience filling pipelines with ready-to-buy leads so I’m happy to point you toward 2-3 hidden sources of qualified leads you may not be using today.

Let me know if you’d be open to a 10-min brainstorm?

Signoff

(1) Help them with a goal that is related to your product.

Email 4 (Optional): Send Them Another Valuable Resource

When to send: 1 week later

Formatting: Normal email marketing template

  • In this email, share another valuable resource with your prospect related to your product

Example (if let’s say you’re a traffic analytics company)

  • Ebook guide on how to extract actionable insights from analytics data, with ample examples
  • Comprehensive checklist on conversion experiments to run that have a major impact on the bottom line

Email 5: Describe How Your Product Solves The Problem

When to send: 1 week later

Formatting: Plain text

  • Describe what inspired the founders to create the product
  • Reiterate the biggest pain problems your prospects face
  • Describe how your product’s biggest features solves this problem
  • Offer a limited time incentive such as if they start a trial in the next 48 hours, they can get 10% off all plans afterwards

Or (especially if your product is technically complicated)

  • Ask them to book with you a demo

Key Takeaways

  • Identify subscribers who have a high potential to become valuable customers, remove them from general email lists and send them a more personalized nurturing email sequence
  • Treat these high-value subscribers as qualified prospects
  • Send them a version of the nurturing email sequence you normally send to prospects to convert them into paying customers but include unsubscribe links and use some email marketing formats since that’s what they expect from you after signing up to your list

Have a question about picking high-value customers out of your email list? Leave it in the comments below!

About the Author

Sapph Li

Sapph Li is a B2B copywriter who runs prospecting + outreach campaigns. You can find her sales email templates at Art of Emails.

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