HomeNewsHow to Align Your Email Messaging With Sales Conversations

How to Align Your Email Messaging With Sales Conversations

Believe it or not, email is still one of the most effective marketing tools out there. According to AWeber, 79% of small businesses admit that email is important to their marketing strategies. Plus, its return on investment is virtually unmatched at $36 for every $1 spent.

How does email marketing do this? It allows you to create revenue-generating actions that can be duplicated and built on a larger scale while simultaneously empowering you to tailor campaigns to your exact client profile. It also gives you micro-moments of creativity to express your brand. All of this allows you to lower your customer acquisition costs and uncover new opportunities to increase revenue from current and prospective clients.

To maximize the potential of your email marketing campaigns, your messaging must align with the conversations your sales team has every day. For instance, what pain points are your sales representatives commonly hearing from prospects during their meetings? Create content that addresses these issues and other relevant topics in order to really stand out in the email marketing space.

Meshing Your Email Marketing Strategy With Sales Conversations

When building out your email campaigns, your prospects’ concerns should come first. Focusing on your audience’s pain points helps you meet your prospects where they are and demonstrates that you understand their primary obstacles. Not sure how to get this information? Talk to prospects who are at the top of the funnel. How would using your product or service make their day-to-day lives easier?

Once this question is answered, you’ll have the foundation for your email marketing campaigns. Take those pain points and create several email templates that address them in a concise and effective way. After you’ve built your content variations, track the success of your email campaign and use the feedback to adjust your approach in both marketing and sales.

Speaking of which, talk with your sales representatives to figure out what they’re hearing from prospects. Which part of their sales pitch resonates the most or the least? Aligning your messaging with prospects before and after they enter your pipeline helps you craft relevant campaigns. This alignment between your marketing and sales teams is crucial, as companies with aligned teams are 67% more efficient at closing deals and achieve up to 38% higher win rates in sales.

5 Steps for Creating Relatable Email Marketing Campaigns

Once you understand your audience’s pain points and expectations, you can create email marketing campaigns that speak to them. Ask yourself, “If I were a prospect, what messaging would drive me to open an email?” and “What would pique my interest enough to visit the brand’s website after reading the email?” Then, follow these steps to develop a strategy that aligns with sales conversations:

Find Your Voice

According to a recent survey, 39% of people noted that memorable content differentiates companies. To be unique, companies need to showcase their brands’ personalities and stories in every audience touchpoint, including email marketing. What do you want the voice of your company to sound like? Use your company’s voice to stand out from competitors and align with prospects.

Align Your Marketing Strategy with Your Ideal Client Profile

Once you’ve identified your company’s voice, it’s time to define your ideal client profile. Who is your target audience, and what do they want? What are their pain points or frequently encountered obstacles? Tailor your strategy to your client profile by calling out specific challenges, using the right tone, and understanding the total addressable market.

Design and Sequence Your Emails

Creating email content is now easier than ever. You can stack any number of content blocks to build messaging 25% faster with modular architecture. Also, personalizing emails has become much simpler with modular formats because you can combine your own images, videos, and text in a way that feels right for your brand. These options lower campaign maintenance while providing more consistency and control.

Prepare to Answer Prospects ASAP

If your email campaign resonates, people are going to want to learn more about your company as soon as possible. Be prepared to engage with them quickly. Over 70% of consumers between the ages of 16 and 24 believe that quick responses dramatically improve their customer experiences.

Test and Review Everything Using the Same Method

When you A/B-test a specific email marketing campaign and use the results to fuel your future strategies, you are paving the way for more engagement and retention. By staying consistent during testing, you can find out which tone and image styles resonate better with target audiences. If tested properly, your campaigns will reach more people and yield better results over time.

The “secret” to developing and mastering your email marketing strategy is to identify the problems facing your target audience and position your company as the solution. By making your emails reflect sales conversations (and aligning marketing and sales), your company will engage more prospects and increase trust moving forward.


  • Stephen Baier is the VP of demand generation at Sapper Consulting, which replaces the cold call. It's cooler than it sounds.

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Paul Nolan
Paul Nolanhttps://salesandmarketing.com
Paul Nolan is the editor of Sales & Marketing Management magazine.

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