A major advantage of inbound marketing is the ability to easily track the source of your leads and traffic. One simple way to both track and route leads to the optimum responder is to use different email accounts.
Here are some examples to illustrate exactly what we mean:
Here are some example email addresses a car dealer in the U.K. might use:
- Separate email addresses for different sales or service departments: used.cars@uk.com, new.cars@uk.com, body.shop@uk.com, service@uk.com, parts@uk.com on business cards so when a potential buyer sends an email it is routed to the correct department.
- A dealer that carries multiple brands sold by different sales people could know immediately which vehicle someone was interested in if the email addresses on their salespersons business cards were make or model specific: alpha.romeo@uk.com or mercedes.benz@uk.com or honda.accord@uk.com versus honda.civic@uk.com – the possibilities are endless for both new or used automobile sellers.
- Different email addresses for different sales channels: cars.tv@uk.com, cars.radio@uk.com, cars.flyer@uk.com, etc.
The same tracking strategy would work if you had a store selling more than one product type. For example:
- Obtain a separate email address for each product type: flooring@us.com, lighting@us.com, plumbing@us.com – you get the idea.
- Here’s another example: mens.shoes@eu.com, womens.shoes@eu.com, childrens.shoes@eu.com, purses@eu.com.
Maybe you advertise in specific magazines. You could use email addresses like this:
- fashion.elle@eu.com or makeup.elle@eu.com or shoes.elle@eu.com
- fashion.vogue@eu.com
- fashion.glamour@eu.com
By using a separate email address for each product or service, when an email comes in you will immediately know what that person is interested in – and if you use different email addresses for different advertising channels – you can even know what type of ad they saw and how they found you.
These are not JUST for tracking either! How many times have you written down an email address or taken a business card and looking at it later been unable to recall why you have it?
If your email address IS the reason imagine how many more potential customers will remember why they have that email address!
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{ 1 comment… read it below or add one }
It’s amazing how much effort people are willing to put into things like segmenting their lists but then they email out from the same account name. Having multiple emails like you suggest in this article isn’t hard and provides fantastic results right away.
I love seeing which product someone bought before I even read their subject line.