Most people will ignore your first email and your second, maybe even your third, but recent data from companies like Yesware suggest that once you send several emails, the people who ignored you the first few times around are much more likely to open it on later attempts.
It’s similar to what they’ve taught salespeople for decades. Most sales aren’t made until the fifth meeting or after. What makes lead generation so different that the same strategy wouldn’t apply? Of course, almost half of salespeople give up after the first attempt even though they KNOW that the key to their success is following up.
Persistence is an oft-forgotten virtue in sales, lead generation and business in general. It’s the fine line between “better finished than perfect” and “good enough.” It’s a quality that’s learned through developing a comfortable relationship with rejection. Perseverance, especially in the face of adversity, is a worthy quality possessed by the greatest men and women of all generations in all fields. If you’ve gotten this far, you have it. If you see it in your employees, those are the people you want on your sales team and your business to business lead generation team. They are the ones who will make your endeavours successful.
Keep this in mind the next time you’re reaching out to someone or designing an email campaign. It just may give your sales number that extra boost you’re looking for.