Email Cadence Best Practices- Marketing and Sales Alignment
Creating an effective email cadence is hard. Blending it with a sales outreach is even harder. Knowing that marketing and sales share a lot of (if not all) the same contacts, how can you make sure that the narrative is consistent across the board for your email nurture? On top of that, what are some actionable steps you can take?
Bridging the Email Gap
In sales, the primary objective is to generate an opportunity and then convert that opportunity to revenue. Sounds familiar right? Marketing faces the same goals. Converting leads to eventual revenue. That being said, a good first step in bridging email effectiveness is to understand the sales process. What type of messaging is the sales team sending out that directly correlates with the leads you’re providing them? The goal here is to figure out two things: what’s working, and why. Now ask yourself, “how does that match up with what I’m talking about in my emails?”. There’s a strong chance you’ll find some major inconsistencies. It’s no fault to anyone in particular, but an overarching issue. Understanding what’s working for the sales team, and matching it what’s working for you will be instrumental in creating a cohesive story to tell your prospects.
It’s easy to say that email marketing just doesn’t work; because a lot of times it really doesn’t. When you first experience this, frustration sets in and the next course is to give up and go to a basic content drip email cadence. That doesn’t have to be the case. Most marketers greatly underestimate just how many emails it takes to get a conversion. On average, it’s about 18 to 24 touches before a prospect engages with an email. Will some be less, yes, but understanding that metric right out of the gate is key. Next, you need to know that your emails are most likely crossing over with sales. That means those various email touches are now being shared between two departments. If that’s the case, you’ll need to figure out the average number of times a contact is reached out to by a sales person each week/ month. You can now increase your marketing emails to get the most activity, within reason, each week between the two departments to ensure the best results.
Length and Quality
The quality of your email isn’t directly tied to how many words you put in the copy. In fact, many times, your wordiness will greatly decrease the value of the email altogether. The quality of the content that lives within each email is the most important thing you can focus on. Is your value being provided in a concise and understandable manner? The easiest way to portray quality in emails is by utilizing personalization methods. Addressing your prospect by name and adding in relative industry terms can make the reader feel more comfortable. The goal with every email should be to create a familiar space, filled with relative content the prospect can read through. The more applicable information you provide in each email, the better your conversion rates will be. How does this blend with sales? Well, your sales team has access to this fancy CRM full of all the information you need to increase email quality. They’re constantly learning about the prospects they reach out to and that information is all documented in their CRM. Get in touch with your sales operations manager, or whoever manages the sales tech, and ask to have data pulled on specific contacts. More times than not, they’ll be able to pull contact data that’s been stored in the sales software, and even pull keywords across all interactions.
Truly, the best thing you can do with email marketing is to create and control the narrative. By conveying a cohesive story and value, across all departments, you enable the prospects to truly learn about what it is your organization does. As we all know, the more a prospect learns, the better equipped they are, and the faster they move through the funnel. Instead of thinking in terms of immediate results, start thinking about email UX. Making this pivot will pay off greatly over a shorter period of time.