Stop Promoting Mediocrity: How You Think About Sending Emails May Be Wrong
“How many touches does it take to get a reply from a prospect?”
Sales reps and marketers constantly ask this question.
Scour the internet, from blogs to reports to studies, this is what you’ll find: the average number it takes to get a reply ranges from 7 (the industry’s consensus a few years ago) to 17 (yes, I found that in a real report). That’s a pretty wide range.
The outcome: everyone is striving to send more and more emails in hopes of engagement.
There’s only one problem with this: It’s completely wrong!
This promotes mediocrity and adds to the problem.
Think about it. Why is that number so high? Why is it still increasing year after year? Most importantly, why are we aiming for the average? Do you really want to be average? It’s time we do something about this.
So, What’s the Big Problem?
The problem with averages in this context is it promotes mediocrity. I don’t care about the performance of the average sales rep. I want to know what the best sales reps are doing.
It’s important to understand the reasons for this high number before we dive into how we can fix it. Let’s first turn to technology. Technology is a blessing because we can do more advanced things, faster, which includes sending faux personalized emails in bulk.
However, technology is also a curse, and it’s at the heart of what we’re talking about. The advent of “robo-spam” email tools has made it easy to send a high volume of low-quality emails, and thus fastly making it ok. This technology has led us astray.
Here’s what happens: A study is conducted and the results show the number of emails it takes to get a response. At this point, it’s a statement of facts – no harm, no foul. What happens next is what gets us into trouble. We take the results of the study to mean “we should have X# of emails in our outbound email Plays.” Said another way, the conclusion we leap to is “I should strive to get X# of email in my outbound efforts.” However, reps run out of things to say, resulting in crappy emails, which consequently lowers responses. Then, ultimately, the studies in subsequent years show a higher number. Then the pattern continues and spirals out of control.
This perpetual cycle won’t stop unless we do something about it right now!
The False Promise of Sales Automation is at the Heart of the Issue
I can spot “robo-spam” from a mile away, and I bet you can too. Just because someone used my name and company, doesn’t mean it’s personalized. This still reeks of a templatized, generic, one-size-fits-all email. Sure, it may look like it was a bespoke email, but it doesn’t feel like one.
Customization is NOT Personalization.
This small distinction is the big difference between failure and success.
To clarify, I’m not talking about marketing automation. There’s a subtle difference between marketing emails and sales emails. Marketing emails sent via marketing automation tools are emails from a company to many individuals at Go to the full article.