80% of buyers would rather talk to a BtoB seller over email than over the phone. Therefore, it is important for market participants to react to this new behavior.
No more spending hours searching and cleaning data to send emails that get few replies. No more tedious work for the seller to manually send their emails, not to mention reminders that take endless amounts of time.
Lesson 1 drawing lessons
It is a fact that reaching decision makers is becoming more and more complicated. The number of e-mails sent by companies is constantly increasing. On average, a professional receives 48 emails per day, 15 of which contain advertising. However, this channel remains powerful for prospecting and offers excellent returns if used well.
Email methods have changed and new regulations like GDPR are increasingly regulating this practice. 51% of decision makers unsubscribe because they receive inappropriate messages (source SNCD EMA study).
Providing 2 good reasons to follow up with a customer
We see that sales reps sometimes hesitate to send more than 3 reminders because they think they are being too persistent. However, it takes an average of 5 interactions before you receive feedback from a decision maker. It is often rare for prospects to respond to the first emails. According to a recent study*, a first prospecting email gets an average response rate of 18%, the third 12%, and the 6th a 27% response rate.
With a sales automation solution, sales reps can build a personalized relationship with tailored messages that arrive directly in prospects’ inboxes, with the same efficiency as a one-to-one relationship.
Teach 3 rules of good email practice to increase productivity
The programming of the e-mail sequences allows a three times higher response rate when the sequence consists of between 4 and 7 e-mails. A final telephone prospecting sequence should not be overlooked.
Lesson 4 An Effective Cold Email Campaign
● The goal: Which persona receives the message (position, industry, company, etc.)?
● The main subject of the e-mail: take care of the wording of the message, keeping in mind the problem to be solved
● The Pitch: What will draw attention?