Trust has a lot to do with whether someone opens your email. For many b2b customers, that trust is built up directly with the salesperson, someone they have talked to or perhaps met; so that, when they receive a generic marketing email message, it gets dumped right into the trash.
For many b2b customers, that trust is built up directly with the salesperson, someone they have talked to or perhaps met; so that, when they receive a generic marketing email message, it gets dumped right into the trash.
There are strategies you can use, however, to help increase the likelihood your messages get opened and help foster a deeper relationship between a salesperson and their customer, said Bill McCloskey, the founder of Only Influencers, a private network for digital influencers. One of the most important is getting your salespeople involved with your marketing efforts.
“The salespeople should be the face of your company as far as your clients are concerned since they are the ones who are selling,” McCloskey said. Even something as simple as changing the “from” field to reflect your salesperson's email address and name can benefit your email campaigns, he said.
Here are four more tips to help you make the most of the client/salesperson relationship and potentially boost your email open rate:
When an email comes from the salesperson, it helps people make a deeper connection with a company, McCloskey said. Although many people have images turned off as the default, there are still some who allow images within messages. In that case, having a photo of your salesperson can help solidify that link. Konica Minolta Canada lets its salespeople use its marketing automation system to send out personalized messaging and, during a recent campaign, found that those customers touched by both marketing and sales had a three times greater likelihood of heeding its call to action.