Instant message and chat are some of the most common modes of communication today. It’s true. Back in the old days, we had a phone, the Yellow Pages and the U.S. Postal Service to reach out to prospects. Sending out around 10 letters a week, each letter was typed on a typewriter and mailed. When we graduated to PCs and laser printers, we doubled our letters per week to 20! And for important prospects, we would FedEx an approach letter.
When we sent out a bulk mailing — which was hundreds of pieces — a good response rate was 1%, with an almost incalculable close rate. Today, with the proper software, marketing departments reach thousands of email boxes an hour and achieve a “click-through” rate of 3%.
Unfortunately, the saturation of marketing email has led many to either ignore their inbox or become experts at filtering out spam. Yet, everyone uses...read the rest here.
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