I wanted to share this information with you today as more of an assessment versus providing advice. I'm not one to provide theoretical advice, rather share my experiences and assessments of the current sales environment for sales professionals and sales teams.
Have you ever wondered why the industry average for emails opened is 22% industry wide? You have Constant Contact, SalesForce.com, AWeber, ConvertKit, GetResponse, MailChimp, Campaign Monitor, ActiveCampaign, among other email marketing software on the market. Keep in mind, this is the industry average based on an study conducted by GetResponse through 2,500 "Email Marketers", whom are professionals in their space. If you're just prospecting as a sales professional, an entrepreneur, marketing executive, or account executive, your open rates will be far less. There are some verticals that perform much better such as; legal services, non-profits, and health care.
The problem, far and wide, is that your prospects are not opening your emails. You can create as large of a list as you wish, but if you're copy sucks, your offers are not attractive, and your lists are not engaged individuals, your metrics will suffer greatly. This isn't just about metrics, in fact, it is about conversions. That is what truly matters; the number of prospects clicking through to accept your offer and convert to a hot lead or paying customer.
Here is a simple solution to help you increase your open rates, click through rates, and ultimately conversion rates.
If you need to segment your list, segment your list. If you need to split test, split test. If you need to offer a free white paper to inch the prospect closer to the finish line of the buyer's journey, offer the white paper.
Your digital sales strategy should be to educate, inform, and engage the prospect in your sales funnel, not to entice them with click-bait and then offer them absolutely nothing but get your website views increased.
I hope that helps!
Business Growth Specialist
Superior Marketing Group
Curtis DeCora has helped start 61 businesses throughout the states of Wisconsin and Minnesota, as a consultant and business growth specialist. He has 10 years of B2B sales experience in the corporate and small business areas.