Use a voice to get your emails read

The emails that come out from Marketing Sherpa are always welcome at my desk and the report I looked at today titled New Research: What Motivated Buyers to Receive and Engage with Vendor Email was another example of time well spent.

This report cites that prospects and buyers say the most important factor in determining whether or not a buyer/prospect will open an email is that it's from a "known sender" - set at 45% importance. It's something that Boxpilot has pushed for years in our efforts to encourage clients to use a voicemail before the email so that when a message arrives they already know:

1. Who are you?
2. What do you have?
3. What's in it for me?

I'm hoping to see campaigns segment their audiences a little more finely than we usually see and send messages that are more tailored to their targets. A great starting point would be to at least not send the VP HR and the VP Finance identical messages, particularly those that originate from a vanilla corporate email address. They don't even hint that there might be a real person behind the message.

With even half as much attention paid to the source as is already paid to the subject line - (which according to this article is only set at a 25% level of importance) responses and relationships will only get better.