Cats and dogs, Shi'a and Sunni, Mods and Rockers, Windows and Macs, “Subo” and The Brit Awards shortlist committee, throughout our lives we will always encounter rivalry’s and dislike between two parties. A polarised right or wrong depending on which side of the argument you sit.
In work it’s the same, and having been employed as a marketer for the past dozen or so years, I have been conditioned over and over that my own professional enemy is the sales person.
Marketing and Sales aren’t supposed to get on. Marketers spend (squander?) their time and the company’s money on generating leads that are barely qualified and amount to nothing more than a vague list of people who might or might not have said they are interested in something we might or might not sell.
Sales spend their time burning out every single Marketing Qualified Lead the business creates. They fail to understand subtlety and blame marketing for them not earning enough that month to buy the good lady wife a new fur coat.
And that’s how it shall always be. Period.
That’s unless a marketer wants to learn from sales people on how to finish what they started, all on their own.
In my experience the most successful sales people I have worked with (or been sold to by) are the ones that never give up. They follow up on meetings, they drop you an email two/three/four/five times until you are ready to see them or to sign off what they are selling.
But most marketers, by nature, shy away from this behaviours. Preferring instead to ask once very politely if I would like to buy and then not following up for fear of offending me.
Consider how we can take a few sales-esque techniques into email marketing and achieve incredible results.
This table is an exert of a case study from Email Service Provider Adestra, and illustrates the point perfectly.
The first line (Send 1) shows the results of an email send (for an online camera/accessories provider) and the second (Send 2) the email that was sent to all of the recipients who opened but didn’t convert from Send 1. This second email was the same message again, bar the addition of “Reminder” to the start of the subject line.
Clearly the first send generates a far greater Open and Click Through Rate, but what really makes the point for me is the %age of sales that came from Send 2 – 31%.
That’s nearly one in three sales in total that came from the owner of this campaign taking the time to go back to those that had shown interest (had opened) from Send 1.
I have seen these kind of results so many times before but am still staggered by how few companies take the time to use this simple yet effective method – remarketing.
We are all busy, we are all easily distracted and so using reminder messages (be them emails or sales calls, or DM drops or etc etc) we are nudging people to follow through on what they intended to, or what they were intrigued by before the phone rang, or they were called to that meeting or they lost their Internet connection on the train.
Use the example of the above to experiment for yourself. How can you learn from the dogged persistent of a sales person to go back to your audience and encourage them to finish what you and they started.
This may not end that great business divide, but it might just make you a more successful marketer.