When's the best time to add a lead to your newsletter list?

A reader asked when they should add leads to their email marketing list.

They have a pre-ticked box on their enquiry form that says something like "I consent to receive information and promotions." They add anyone who doesn't untick the box to their mailing list.

• If they couldn't contact the lead they add them to the list two weeks after the initial enquiry.
• If they contacted the lead they add them two weeks after the deal was won or lost.

They email the list about once a week with - in their own words - product info/selling points/sales/testimonials etc.

The reader had inherited this process and wanted to know if the two-week delay was a good idea.

Emailing right away is better than waiting two weeks.

That's because a lead is most interested in what you sell when they fill in your enquiry form. And, they're hoping for a response. Waiting two weeks means your newsletter is unexpected and possibly no longer relevant. Neither is good and increases the chance being reported as spam.

But, I don't think that the weekly company newsletter is the best approach for a new lead. I say this because:-

• There could be a delay of up to a week between the enquiry and the newsletter. Again, that risks it being unexpected and possibly irrelevant.
• A newsletter with product info/selling points etc is likely to be premature at this stage of the relationship with the lead.
• Just because someone didn't untick the checkbox while enquiring doesn't mean they want your newsletter. They could have skimmed past the checkbox without understanding it. The checkbox covers you legally but you're better off confirming before you start mailing them.

Instead, send an email specifically designed for new leads. It could cover:-

• Why you're emailing them.
• The ability to opt-out of all further communication.
• That someone from the office will try to contact the lead.
• Ways to contact you.
• An offer to receive your newsletter.

Telling them why you're emailing, and giving the ability to opt-out of further communication, is important because spam-bots often use genuine email addresses. If someone gets an email they don't want and don't expect they're likely to mark it as spam. This way you reduce the chance of that happening.

Telling them that someone is going to call makes it more likely that they'll answer the call from an unknown number.

Giving them alternate contact methods boosts your chances of a successful contact if your sales person doesn't get hold of them on the first call.

And, telling them what your newsletter is about, and getting them to confirm that they really want it means you've got a reader who cares.

Maybe something like this...

Hi

Somebody, hopefully you, filled in the enquiry form on our website (www.example.com). If that wasn't you, please use this link and we won't contact you again: link-to-your-unsubscribe-handler

One of our team will try contact you as soon as possible. We normally call within 5 minutes during working hours or early the next day.

If we're not able to reach you, you're welcome to contact us by email to info@example.com, or by phone on 555-555-5555. We're in the office from 8am to 5pm Monday to Friday.

We send a weekly email newsletter with industry information, product news and special offers. If you'd like us to send you a copy please click here: link-to-your-newsletter subscribe-form

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