At the moment we are cold-calling, which is working wonders, but its very slow and time consuming. Requires calling, getting to the right person, then maybe a couple calls, then bingo! Then an email in response. Looking at cost-effective options. How can we be more targeted. Email marketing is an option, but I don't want to just send a bulk of unsolicited emails (done it before, mail chimp etc..., need to add some form of value, understand our different segments). Trying to avoid to just send newsletters... what options could we try?
You have an enormous list. But no matter how segmented it is, which medium you use, or how good your email content or call script, you'll be wasting a lot of time if you don't have enough information about the people you're selling to.
So let's back up a step and develop a customer persona with as much detail as possible. Look at the people you've just sold to in order to fill in the characteristics of the people most likely to buy from you.
You may have more than one persona. People with different backgrounds, resources, and needs require different communication tactics.
Compare these personas to your list. Research and compile data about each person to match them to a persona.
Further segment your list to decide who's likely to buy from you now and who's likely to buy from you in the future. You can figure this out by looking at the people who have already bought from you. What circumstances do they share?
Now you can decide who would be best to contact how.
I can help you build a sketch of a main customer persona you sell to, and get you a you list of the questions to ask in order to build any other personas you want to sell to in about an hour on the phone.