A large part of a salesperson day is sending email. And let’s be honest – most of that email is (1) never read or (2) never acted upon by the recipient. We believe email is still one of the most powerful tools salespeople can use. But salespeople need the tools to send better email.
That’s why we’re excited that salespeople now have their own tool – Yesware. Our salespeople have been using Yesware for several months and we’re excited at the results. Yesware provides analytics, email templates, and other tools to help salespeople email better. Below are 5 reasons why we’ve loved using Yesware.
Full disclosure as well – we have an integration with Yesware but we’re not affiliates. We just love their product and think you’ll sell better with it.
1 – Organize Your Own Marketing Campaigns
If you are a part of a small business or involved with inbound sales, being able to run your own marketing campaigns to your prospect base is valuable. Yesware can help you think and act like your own personal marketing guru. With its analytics, you can determine if someone has opened your email, clicked on a link, downloaded an attachment, and shared with a colleague. You can even see if the email wasn’t delivered and bounces back.
Our sales team uses Yesware to help them understand when, and how, to follow-up with their leads. For example, suppose you notice a lead clicks on an article and shares it with a colleague. Now you have more insight into how to tailor your next interaction. Ask them about specific details and draw their attention to particular areas. Understanding what your prospects find interesting and valuable gives you an easy way to add value.
TIP – Use bounced email analytics. If your email bounces, it’s possible that the lead that you’ve been nurturing is no longer with the company. Use this as an opportunity to reach out to another person at the business. State, “I’ve been speaking with George and it looks like he may no longer be with your business. Can you let me know who the best person is to get in contact with?”
Any bit of information, be it an open, bounce, click, or none of the above, can inform your next interaction with your prospect. Use Yesware to start thinking like your own personal marketer.
2 – Know When to Call Your Prospects
Yesware gives salespeople analytics about when someone reads your email or downloads an attachment. If someone is reading your email or attachment, this could be a valuable time to give them a call while your business is top of mind. Take this as an opportunity to engage with your prospect and answer any questions that they may have.
TIP – Don’t be creepy. This type of analytics can also be off-putting. Don’t say, “I noticed that you just downloaded our file.” Rather, say something like, “I was wondering if you have had a chance to read the presentation I sent to you.” Additionally, as with any interaction with your prospect, you need to ensure that you’re adding value during every interaction. Answer their questions and ask intelligent follow-ups to keep the conversation going.
3 – Always Track Your Emails
It’s important to track email correspondence with your leads into your CRM so that you have a complete record of every interaction. We add our tracking address (firstname.lastname@example.org) in the BCC field when you click on an email in PipelineDeals.
If you start your email in Google or Outlook, Yesware has a helpful CRM checkbox to add our tracking address to your outbound messages automatically. Whether your email message originates from your Inbox or PipelineDeals, it will always track into your favorite CRM!
TIP – Get in the habit of sending emails to your CRM. This feature is beneficial for when you need to reference a conversation later. By having all email correspondence tied to a certain contact, and in one central location, you no longer have to track down emails by tediously scanning your sent folder.
4 – Track Documents & Presentations
If you share a document with a prospect, it’s important to know if your lead has opened, read or shared the document. If you know someone has not opened a document you sent, it can be a great opportunity to follow-up.
We think that this is particularly important for presentations. If you notice that someone hasn’t opened up a presentation you sent them, you can reach out to him or her and ask if they have had a chance to look it over. Highlight the specific sections that you think are most important for them to review. This can be a great tool to ensure that strong leads don’t slip through the cracks due to lack of communication.
TIP – Don’t be shy about giving “homework.” – Your prospects are busy folks. You may have shared a brilliant case study with them but they may not have time to dive into all the details. Ask your prospects to read just one key section of your article over the weekend. Make it super easy and worth their time.
5 – Use Analytics to Find Out What Works
Online marketers have been using services like MailChimp, Constant Contact, and AWeber to A/B test email messages to figure out what works.
With Yesware, you can perform your own A/B tests to figure out what works and what doesn’t. For example, test out different subject lines to see which ones are most effective at getting people to open your emails. You can also try using slightly different calls-to-action on links that you share with your prospects to see what drives more traffic. With Yesware, you have the tools to increase opens, clicks and conversions, and ultimately drive more sales.
TIP – Always be improving. People are fickle with their email habits and there is always room to improve. One of the most famous subject lines to get opens is the simple, “Hey.” This subject line has worked really well for some marketers, but there is no guarantee that this subject line will be as impactful in the future. Always test your email messages and work on making small improvements.