A client was using a robust CRM - Customer Relationship Manager software platform that measured interactions with mails sent. The company had standardized emails to project a uniform voice of the company and branding.
CTAs- Calls To Action,
Signatures were all uniform in all email templates.
This particular company had done an excellent job of segmenting their customer base through VOC- Voice of The Customer surveys, sales patterns, and industry specific needs.
Both Salespeople were using this segmentation and sending the same emails to the same audience (Buyer Persona).
How could the results be so different?
Salesperson A was using a workflow based on time from last contact or interaction.
Salesperson B was using workflow based on specific interactions: website visits, page interactions, industry and company specific news, etc.
The data told the story.
Even though Salesperson A sent 3 times more emails Salesperson B had a 3 times greater Click Through Rate.
Salesperson A was really sending a "Just Checking in" email even though it was in a workflow.