To dial or type?
THAT is the (marketing) question.
On the one hand, statistics shared by HubSpot extol the virtues of email marketing:
- 59% of respondents say marketing emails influence their purchase decisions.
- More than 50% of Americans check their personal account more than 10 times per day, and it’s their preferred way to receive updates from brands.
- Active email accounts are expected to hit 5.6 billion this year.
On the other hand, well-known research by Dr. Albert Mehrabian, Professor Emeritus of Psychology, UCLA, shows that nonverbal cues (including tone of voice) are an important part of communication. According to Mehrabian, the words used account for just 7% of a message, while tone accounts for 38%. In simpler terms, your tone of voice can be an indispensable tool in effectively communicating your sales proposition.
So, should you call or email prospects?
Benefits of emailing:
- It’s less disruptive than a call. People are busy and generally don’t like being interrupted during their workday. Prospects choose when to check email, so they’re in control.
- You can send messages anytime. Time zones and work schedules are non-issues with email, and email marketing platforms allow you to schedule emails.
- It’s become much more robust. By adding compelling images, embedding video and including links to special offers, additional resources and more, you can transform an email from plain text into a powerful selling tool.
Benefits of calling:
- It’s real time. When you need to negotiate, address objections or close a deal, a phone conversation is essential.
- It’s a richer form of communication. When you’re speaking with a prospect on the phone, they can better determine your meaning (and you theirs). When your sales message is complex or emotional, talking better conveys your intent and prevents miscommunication.
- It’s more personal. Nothing matches the personal connection you feel when you speak with another human.
Sometimes, it’s best to use both calls and emails in tandem. Each has distinct advantages and a place in the sales activity process; consider the needs of your audience, as well as the complexity of the sale, to choose the best course of action.
Looking for alternatives to emails and cold calls?
Prospecting will always be an essential part of selling, but this earlier post, “Alternatives to Cold Calls That Work!” shares a few options to radically improve and simplify the process.
Want to drive more high-quality inbound leads?