Sales reps are under pressure to track and report: Dials, calls, meetings, email sends and open rate. Not to forget, email clickthrough and download rates. All tracked by sales email tracking software. But is all this tracking worth it?
If yes, how do we know? Why? Says who?
Certainly software vendors espouse the benefits of knowing X, Y and Z data. Tools like ToutApp, HubSpot, MixMax, Yesware and outreach.io. But what sales outcomes are generated better thanks to sales email tracking software?
More importantly, what behavior does all this measuring encourage among sellers? Is tracking software good for sellers, considering the outcome demanded of them? (sales conversations)
The Problem With Sellers as Marketers
Sales reps are increasingly being held accountable for marketing statistics. This is problematic. Because measuring B2B inside- or field-sellers against marketing outcomes encourages them to write, speak and act like marketers.
Email tracking is a key culprit.
Here’s the rub: Sellers, by definition, need to start conversations with customers. Starting early-stage C and VP level discussions demands superior B2B sales communication skills.
Not marketing skills.
If we’ve learned anything in the last few years it’s this!
Too often our sales-focused communications practice sees reps sending pure marketing-speak within email (and voicemail) messages. Results are close to zero on the sales outcome side.
In the words one client:
“Our Inside Sales team is nothing more than virtual assistants who push marketing messages in hopes of setting meetings for reps. Lead quality is so poor I’m not taking any more appointments from our Inside team.”
This trend gets to the problem with social selling: It’s not. It’s social marketing.
Personal branding. Engaging with insights. Being seen by customers as a thought leader. In theory it sounds great. In practice, sellers are pushing marketing messages at customers. These marketing ideas are hurting sellers’ ability to start conversations with customers.
All because of how sellers communicate with clients.
B2B customers are not on social media waiting to be sold to. And if they are they’re already being marketed to by marketing teams! They know what a marketing message sounds like and don’t need any more of them.
The Truth About Sales Email Tracking
I question the validity of encouraging sellers to write in ways that earn downloads and opens … at the cost of earning replies and client conversations. Sales email tracking software encourages sellers to behave like marketers. This is counter-productive to generating sales outcomes.
Tracking quantitative stats is one of many lousy ideas being foisted upon sellers the last five to 10 years by “experts” who have something “new” to sell.
I’m not saying these tools aren’t good. Yes, they are useful. But the way they’re being applied is wholly irresponsible in many cases.
Like social selling, sales email tracking software tools are discouraging good sellers from trusting their instincts as good communicators. Good communications doesn’t scale very well.
Likewise, this marketing-focused tracking teaches inexperienced sellers to push marketing messages. All in hopes of achieving greater marketing outcomes!
This only hurts reps’ ability to earn replies and start client conversations. If I didn’t see so many sellers and sales organizations struggling to earn conversations with clients I might feel otherwise.
Marketing isn’t evil. It’s just not appropriate in a sales context. There is a difference between sales and marketing automation. Respect it.
The Problem With Sales ‘Campaigns’
Marketing is creeping into sales. Modern, digital (yet under-performing) sales forces create “campaigns.” They use email tracking software to measure opens, clickthrough rates (to links within emails), download rates (offers within emails).
Sales reps send campaign emails that include “opt out” links. Opt out links? Yes. So the customer can opt out of the “campaign.” The campaign?
Trouble is, most outbound sales email sequences feel like campaigns to customers. The moment a rep’s emails feel like part of a mass emailed sequence he/she is done. It’s over. You get marked as spam. Not to mention not getting replied to.
Sales email sequences are reading too much like newsletters potential clients haven’t subscribed to. Clients generally opt in to receive marketing newsletters. But they don’t choose to get cold emails. Thus, marketing-esque email copy ends up feeling like spam.
Increasingly, poorly executed marketing copywriting — shoved into sales reps’ automated campaign emails–drives customers to mark sellers’ messages as spam. This damages web domain reputations of sending organizations.
Another example: Focusing on tracking tools encourages sellers to sabotage their messages’ deliverability and readability. I cannot tell you how many sellers sabotage themselves by attaching PDF documents to cold email messages.
Sellers push value at customers who don’t ask for it. Reps create calls-to-action when they only serve to repulse customers. And sellers begin to make ill-informed outreach decisions based on data that is, actually, highly unreliable.
Email Open Tracking Is Unreliable
Here’s my biggest beef. Email tracking software is being used by most sales teams to in ways that tempt us to turn bad data into facts that are not facts at all.
Open tracking technology is imperfect; at times wholly unreliable. In theory, knowing if and how often the email is opened is great. But in practice your tracking software may not see “opens” from prospects who have opened. Likewise, many tools report a client “opened” when they have not opened. Technical reasons why include:
1. The recipient isn’t connected to the Internet.
2. Some mobile phones and email clients download images by default. A 1×1 pixel image is used by tracking tools. Consequence: even if the recipient has not opened the message, you will see it as a false positive — “opened.”
3. Some web-based email clients, corporate email clients and Android-powered phones block images by default. Consequence: even if the recipient opens the message, the sender’s server doesn’t count the email message as being opened.
If all of this email tracking seems common to you, yes, it is. But organizations on the leading edge are quietly breaking away from the pack… training sellers to act like sales people, not marketers.
And they’re reaping rewards.
I get it. We want to fulfill a reasonable urge. We want to know if sending an outbound email message is reaching a recipient or not. But at what point do marketing-rooted desires like this (in aggregate) get in the way of a sales teams’ ability to generate more sales outcomes?
What is your experience lately?