If you have a newsletter that includes people who haven’t tried your product, you can learn a lot by emailing those people and asking why they haven’t tried your product.
It helps you understand not just about where they may be from a sales opportunity perspective, but also to learn about their perception of your product. For example, maybe they don’t know about your product, or thought it worked in a different way, or thought it was comparable to a product they already use, or didn’t realize it could help them, or thought it did something completely different than what it actually does. You can then use what you learn to optimize your sales and marketing efforts.
Hat-tip Tim Thyne for the insight.
Edit: And also hat-tip to John Bonini, Director of Marketing at Databox, for sharing the idea with Tim.