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Before you start building emails and telling sales that they have to use them, there are some key steps to take first. I’ve found that the importance of these steps lies within in the order that they are executed.

Develop a plan and stick to it.

When developing a plan, don’t be afraid to start small and build from there. Great programs aren’t perfectly built on the first try. They take adjustments and time to update and perfect. Don’t forget when building this plan to keep the Sales Team and its leaders informed and give them a voice. Don’t make decisions on their behalf.

This plan should include SLAs for email creation and review process, training for the Sales Team, setting goals and metrics to ensure proper and timely usage of the emails, defined reporting and how often it will be reviewed. The depth of this plan should not be limited by the number of Sales Team members that will be a part of the program. Even the smaller programs need to have a keen eye on them to become a success.

Test, Retest and Test again…

Testing doesn’t always come in the form of making sure the emails display properly. You must also put focus on testing the actual process that the Sales Team will utilize while sending the emails. What better way to accomplish this than by having the Sales Team test for you? Defining a small group of the Sales Team to be a part of a test group can get you well on your way to refining your defined process and ironing out a few unseen kinks.

If your end goal is to enable a larger Sales Team, you can utilize this smaller test team to train and share their successes with that larger team. Receiving training from a peer will grant far more success and acceptance.

Have a Roll Out and Issue Handling Plan.

When rolling out the full program, have a plan to handle any issues that may arise. You will not be able to prevent all the issues that might come up, but you can shorten the time it takes to address them. Defining a process on who will compile the issue details and who is best to address them is a great start. If you can implement a ticketing system to more easily document and track each issue, you will see greater success. If you don’t have access to a system of this nature, you can have a shared Inbox created where the issues can be sent for greater visibility across the team.

Re-evaluate and measure the program often.

These types of programs need to be closely monitored and measured often. There are a lot of moving pieces and if they aren’t well-kept, your finely tuned machine can quickly fall apart.

Weekly or Bi-weekly Marketing meetings to cover the metrics will help determine how often certain emails are sent, opened, and clicked so that you can be ahead of any changes that may need to be made. When working with a sales program of this nature, being proactive is far better than being reactive.

Bi-weekly or monthly Sales and Marketing meetings with the leaders to cover the metrics you have gathered will only help build and expand both the usage as well as the confidence in your program. This is where your proactive review meetings will help you get ahead of the game.

Lastly, the information you’ve gathered from the two steps prior will allow you to have the knowledge and understanding of how much this program can grow and at what pace. It’s important for a program of this nature to grow at a reasonable pace to ensure that the program doesn’t grow to quickly and become unmanageable by the resources you have available to you.

In conclusion, Marketing Driven Sales Email Programs are not easy to implement, but with the right planning, testing and evaluating you can ensure its success.