AMSOIL receives tens of thousands of leads through its corporate website
each year. In order to help Dealers achieve maximum business growth and
success, AMSOIL has invested hundreds of hours of careful research and
development into a new corporate leads nurturing process designed to maximize
the conversion of online leads into buying AMSOIL customers.
Leads are nurtured through a well-designed, professional, targeted
marketing campaign. When leads request a catalog or more information on the
Business Opportunities page, they can choose whether they are interested in
receiving information as a potential customer, Dealer, retail or commercial
account. Based on this information, we place them in the appropriate email
track, which includes up to 16 targeted nurturing emails (one approximately every
7-10 days).
If the lead arrives at the AMSOIL website through a Dealer website, that
Dealer’s contact information (including email address and phone number) is
included on all the nurturing emails that lead receives. The Dealer also
receives that lead’s contact information (excluding email address). You may
communicate with the lead through phone, letter or in-person with the
understanding that AMSOIL is sending the lead nurturing emails on your behalf.
Any further email contact initiated by the Dealer could be confusing, cause
information overload and potentially lose that prospect, and Dealers are
discouraged from contacting these leads through email. Because the lead is
provided with the Dealer’s contact information, he or she may reach out to the
Dealer if they require more information.
Once the lead converts into a customer, he or she is registered to the
Dealer who initially provided the lead (if the lead was transferred through a
Dealer website) or assigned to a Dealer through the T1 Program (if the lead
arrived directly through the AMSOIL website).
Through this program, Dealers are relieved of the responsibility of
creating email messages that may or may not resonate with the lead, and they
are no longer obligated to fulfill the leads program timelines and reporting
requirements, freeing time and resources to generate more customers and service
existing customers.
The new program also allows all leads to receive the information they
requested at a fast and consistent rate. Marketing data shows that prospects who
request online information expect to receive that information within six hours.
If the information takes longer to arrive, their interest declines and they
often move on. The new AMSOIL email marketing program allows us to meet these
prospect expectations, helping Dealers gain more customers and successfully
build their businesses.
Posts
