Trust Building and Better Email Results

Trust plays a big role in a recipient’s decision to open an email. For the majority of b2b customers, that trust is defined by the relationship they have with the salesperson, which ideally will be someone that they have communicated with, or even better, met in person. If that trust is not present, generic emails usually end up in the trash.

There are of course strategies that you can employ that will potentially aid in increasing the likelihood that your messages get opened. This will obviously also aid in fostering a closer relationship between the salesperson and the customer. Striving to get your salespeople involved with your marketing efforts is very important in building that trust.

This is because, as far as the customer is concerned, the salespeople should be the face of the company, as they are the ones who are selling. Consider simple things, like changing the “from” field in an email to reflect your salesperson’s email address and name. This can greatly benefit email campaigns.

Also consider the following tips to help make the most of the client/salesperson relationship and potentially boost your email open rate:

1.)    Include the salesperson’s details, like their name and photo, in the emails. A deeper connection with client can be established when an email comes from the salesperson, as opposed to just the company. Even considering the fact that many people may have images turned off by default, there are still some whose settings will allow images within messages. In such a case, the presence of a photo can aid in solidifying that link. Some companies allow for its salespeople to make use of its marketing automation systems in order to send out personalized messages.

2.)    Set up your marketing emails in such a way so that the replies go to both the sales and marketing departments. If a potential client decides that they are going to respond to an email message, it will be a waste of time having that message first go to one department and have to be forwarded to the other. By getting your email service provider or internal email administrator to set up such a system will help to keep both departments in the loop, resulting in the avoidance of customers and prospects being left waiting for replies.

3.)    Involve the sales team, and get them to aid in prioritizing your email list. The best customers should receive the most personalized attention and special offers, and your mailing lists should reflect this. While marketing should be the department that fully segments your list—dividing it by interest, geography or customer status—salespeople should already have a prioritized list of their own customers. This can then be used in turn by the marketing team to further segment lists, and in doing so ensuring that the best customers get the best offers.

4.)    Integrate your email with your CRM system. With an integrated system, you will allow both the sales and the marketing departments to be aware exactly of what the other is busy with. Several large corporations swear by this method of integration. The result is that the two departments were able to more effectively communicate, and more pertinently, customers received better messaging. It allows for salespeople to participate more actively in campaigns and also provide a means of measuring and tracking specific user activity, such as identifying which employees are actively making use of the marketing tools.

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