Targeted e-mail combined with outbound calling is the ideal 1-2 punch for increasing leads, sales activity and revenue. It has long been accepted that combining outbound calling with direct mail marketing dramatically increases results in B2B programs.
The killer application of email marketing and phone calling is the ability to prioritize phone calls based on the actions of the email recipient. With tracking capabilities you can now know what link your prospect clicked on and where they went to next. Plus, you can track many other elements as well.
This gives us a bit of marketing ESP (extra-sensory perception) to combine our shared knowledge from various mediums such as email newsletters.
I explain more in my article, "Combine Your Cold Calling Efforts With Email Marketing," on RainToday.com.