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April 13, 2021
We’ve all thought it.
‘Great, another email.’
And it’s no wonder.
It’s easy to see why we have come to dread that ping that announces another email has landed in our already overburdened inbox.
Yet don’t let such thoughts cloud your judgement when it comes to chasing up your prospecting email with a series of follow ups.
Here’s why – where prospecting is concerned – sending another email can only bring good news.
In many ways the proliferation of email is not testament to an inevitable dilution in its power. It is instead reflective of how effective it is for B2B communication.
Emails – particularly when written as person to person – carry an immediacy that is hard to match.
And they still engage and provoke action.
In short, emails work.
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Yet, you’d be mistaken in thinking that an initial email is all it takes to reel in the responses.
Or if you thought that the more chasers you sent the less effective – and more annoying they become.
The fact is that if you are not sending chasers to your prospecting mails you are quartering your number of leads – and making each one cost four times as much.
Ouch, that must hurt.
Here’s the actual data from our prospecting campaigns. We looked at 400,000 emails and discovered that:
Which goes to show that sending those other emails really is great and will not produce a ‘Great, another email’ response.
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