We're finding that we get better engagement through the use of sequences than we do marketing emails, despite the content being very similar. Has anyone else had similar results?
As an example, when we promote a webinar via a marketing email, we get hardly any registrations but via sequence we get loads.
We're B2B, so I do wonder if businesses might 'block' marketing emails, but would this happen if the email domain is set up to be that of our company?
Another thought is, should we start to use sequences as a way to promote content to our database to convert contacts rather than using them to push meetings?
The downside to making your sequences a promotional channel is that as your prospects turn into customers if they think the only thing they are going to get sent are webinar invites and endless PDF files from reps, they will become trained that this is all the rep is going to send them and may tune it out and may start to ignore that channel. With that said, if the assets and webinars are related to the prospect/customer and align with where they are in their journey, then by all means include it. Just don't look for it to replace your marketing as you should train your customers to want to open the marketing emails and show value with them as well.
It's also important to start analyzing some data at this point and consider with your current email cadance, how many of your contacts are engaging with both marketing emails and sales sequences, but are maybe only converting on the latter? If you write off the marketing efforts because it's not a direct conversion, but later find that 75% of your conversions had touched both to convert, then you are throwing away solid awareness marketing. Or maybe your sequences are hitting at a differrent time then your marketing and it's the timing that is causing the conversion and not the source. I've seen some early-stage organizations run into issues by not bringing revops/marops into the mix early enough, whether it's in-house or outsourced part-time in the beginning. If you are not getting a clear picture of what your efforts are doing, or where you are missing the mark, then you can shut off a valve that can lead to bigger issues down the road.
As you are starting out, you don't have the luxury of broad marketing budgets to hit larger audiences, expand your ICP exponentially, or broaden to new markets in a rapid expansion phase. By becoming data-driven early, focusing on being strategic about your channels, finding the right channel mixes, building your audiences, and using your marketing to target those audiences with scalpel-like precision you can figure out the why of your current marketing mix success which is often harder to do later on as you scale with a potentially messy database.
Sep 13, 20238:55 AM - edited Sep 15, 20236:32 AM
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Email engagement
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This may be down to the way the email is being sent. Typically in a marketing email, you're sending emails out in bulk. Whereas in sequences, you are sending emails out basically in a one-to-one basis. Sequences therefore will bypass certain blockers found in email servers which detect marketing spam.
Hope this helps! Feel free to mark this as solved to help other users find a solution/answer 🙂
The email domain is what you see and is only part of what the server sees. They also see the IP address and they are different IP addresses typically for your sequencing vs. your marketing emails. But with that said, it should be only natural that your sequences, if sent to the right prospects, will elicit a better response as they are typically sent from an inbox as opposed to being from a generic email address and are more also typically more personal in their tone.
To your final point as using sequencing to promote content as opposed to meetings, don't. This is the benefit of having a balanced marketing strategy is that your efforts should be complimentary to one another. If your conversion metrics and funnel velocity are working, then I wouldn't change a thing. The question might not be pumping more into the inbound funnel, but rather working on the backend to help with customer success, or if you need more inbound funnel, consider expanding the scope of your target accounts.
Thanks for this. What is the downside of using sequences to promote things like webinars or a new resource that we want people to download?
We're a small business and only just starting to pull together our marketing strategy. Our focus is very much on 'warming up' our database so contacts are more aware of our brand and how we can support them, so they're more likely to speak to our sales team.
Would it be an issue to use sequences for pushing both content marketing and then, separately, our Sales approach?
The downside to making your sequences a promotional channel is that as your prospects turn into customers if they think the only thing they are going to get sent are webinar invites and endless PDF files from reps, they will become trained that this is all the rep is going to send them and may tune it out and may start to ignore that channel. With that said, if the assets and webinars are related to the prospect/customer and align with where they are in their journey, then by all means include it. Just don't look for it to replace your marketing as you should train your customers to want to open the marketing emails and show value with them as well.
It's also important to start analyzing some data at this point and consider with your current email cadance, how many of your contacts are engaging with both marketing emails and sales sequences, but are maybe only converting on the latter? If you write off the marketing efforts because it's not a direct conversion, but later find that 75% of your conversions had touched both to convert, then you are throwing away solid awareness marketing. Or maybe your sequences are hitting at a differrent time then your marketing and it's the timing that is causing the conversion and not the source. I've seen some early-stage organizations run into issues by not bringing revops/marops into the mix early enough, whether it's in-house or outsourced part-time in the beginning. If you are not getting a clear picture of what your efforts are doing, or where you are missing the mark, then you can shut off a valve that can lead to bigger issues down the road.
As you are starting out, you don't have the luxury of broad marketing budgets to hit larger audiences, expand your ICP exponentially, or broaden to new markets in a rapid expansion phase. By becoming data-driven early, focusing on being strategic about your channels, finding the right channel mixes, building your audiences, and using your marketing to target those audiences with scalpel-like precision you can figure out the why of your current marketing mix success which is often harder to do later on as you scale with a potentially messy database.
