Why Salespeople Should Think Like Email Marketers

The average person sends 34 emails each day. But when you’re in sales, that number can easily triple or quadruple.

And when you’re sending more than 100 emails every day, it can be tempting to use the same template over and over again. Emailing becomes more of an automatic task than something you want to work on and improve.

What if you knew the best and worst time to send an email? Or the most effective way to write a subject line? Or how to increase open rates? Luckily for salespeople, email marketers have already done the hard work for us and there’s a lot we can learn from them.

Here are three reasons why salespeople should think like email marketers:

1. The Subject Line Matters More Than You Think

The subject line isn’t just a summary of what your email is about; it’s your one chance to persuade people to actually open the email. In fact, a Chadwick Martin Bailey study found that 64% of people say they open an email because of the subject line.

What you should do: Writing subject lines like an email marketer doesn’t mean you need to create fluffy, promotional clickbait. However, it does mean that you need to try different things to see what works best with your prospects. You could test questions, personalization (using a prospect’s first name), or super short subject lines to see how they affect open rates.

Tellwise data insights: Tellwise found the following data in our own sales efforts.

  • Subject lines with 3-6 words have 14% higher open rate versus 7 or more words.
  • Subject lines that are 7-8 words and include a pain point have the highest open rates.
  • Subject lines that are 4-5 words and include a benefit/statistic have the second highest open rates.

2. Running Tests Can Give You a Competitive Advantage

Email marketers spend just as much time A/B testing emails as actually creating, scheduling, and running the email. Why? They know that one small tweak, like a blue button instead of a green button or a five-word subject line versus 10 words, can significantly increase conversion rates.

What you should do: Send your standard email to one group of prospects (they will be your control group). Make sure to track open rates and clicks. Then, change one thing and send that new email to another group, recording the same metrics. Did that change positively or negatively affect open rates and clicks? One thing to remember: never change more than one aspect of the email at a time.

Tellwise data insights:  Tellwise found the following data in our own sales efforts.

  • Cold emails with the prospect’s company name in the subject line performs 7% better than adding your own company name. For a warm or existing account, adding your company name gets a 9% higher open rate.
  • Non-question subject lines get a 4% higher open rate than questions.

3. There’s the Right and Wrong Time for Everything

Do you just shoot off an email whenever it’s convenient for you? Well, sending a follow-up email at 5 p.m. might work for your schedule, but it may be the precise time your recipient is stuck in traffic. While a timely follow up is important, email marketers know that they can increase their open rates by sending an email at the right time.

What you should do:
Try sending emails at different times to see how your prospects respond. Do you get more responses when you send an email in the early morning or after dinner? Are more people likely to click a link during the weekend or the weekday?

Tellwise data insights: Tellwise found the following data in our own sales efforts (the times below are in local time).

  • Best time for opens: Thursday at 8:30 a.m., second best time is Wednesday at 9:00 a.m.
  • Best time for clicks: Wednesdays and Fridays between 2 p.m. and 4 p.m.

Salespeople often forget that there is an industry dedicated to finding out what works and doesn’t work with email. And when so much of a salesperson’s job depends on whether a prospect will actually open your email, it pays (both literally and figuratively) to think like an email marketer.

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