“I don’t just reach out to listings that are newly expired (like everyone does), but I dig deeper and pay special attention to the ones that expired a year or more ago, that never relisted. I figure that at some point these potential clients wanted to sell, so why not reach out to them to see what their plans are, how they may have changed and how I could help them meet their objective. If their plan is to sell sometime in the future, I offer to assist them with a strategy so they’re ready to hit the ground running when the timing is perfect.”
In order to sell, you need to convert and the key to email conversions is to nurture them using content. Like #2 above, the key lies in email list segmentation however, it helps to know what type of  content to use at each stage of the sales process. Once you nail that, your nurturing efforts will be much more effective and, your overall conversion rates will increase.
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When using pay-per-click advertising create a plan with budget expectations and performance targets such as cost per lead and cost per sale. If after three months, with AB testing to refine and improve, you’ve not gotten below those targets then pause to reconsider the channel. A good benchmark for cost tolerance per sale is to invest up to 25% of the lifetime value of a customer account. This will get you moving in the right direction.
Spam - commercial email or 'spam' irritates consumers. If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive it. The 'click through rate' for untargeted emails is likely to be very low.

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For example, email marketing services like MailChimp and ActiveCampaign allow you to track your open rates, read rates and click-through rates. Since email is the preferred method for business communication, special attention to these rates are required for small business lead generation. In addition, these platforms have some great training for b2b lead generation best practices.
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