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When it comes to sales development, email tracking is a tool of the trade, but it’s far from perfect. There’s no doubt that SDRs (sales development reps) sending high-volumes of email to long lists of prospects benefit from being able to track email open rates. The data derived from email open tracking can help your SDR department move faster and convert more prospects into opportunities. But email tracking won’t help account executives convert those opportunities into signed contracts – that’s where attachment tracking comes in.
Individual email opens tell SDRs two things about a specific account:
- Is the prospect potentially interested in the subject line of the email?
- Is the prospect looking at emails at this very moment?
Email tracking is a top of the funnel tool. It helps SDRs sweep for signs of life. It tells them which leads have a pulse, and which are totally disengaged.
But once a lead becomes a qualified opportunity and an account executive takes over – email tracking stops being effective. If you use email tracking to help prioritize your sales activities, you know that prospects are aware of your pitch, but there’s no way to understand how they perceived it, so you aren’t armed with insights to create a meaningful follow up.
As a deal evolves, so does the communication supporting it, so start tracking what actually matters: buyer engagement.
Question: when you’re sending collateral to a buyer, what does an email read receipt tell you?
Answer: not much.
Throughout the course of the sales process, account executives email prospects numerous times. Each message is carefully crafted and contains a critical step in moving the deal forward. The most crucial emails are accompanied by attachments. Inside those attachments are the nuts and bolts of the deal, like:
- Pitch decks
- Insertion orders
- Statements of Work
- Product overviews and road maps
- Account team rosters
- Case studies
- Contract terms and pricing
When buyers are making critical decisions about an offering, they go back through their email and dig through the sales collateral they’ve been sent via attachment. Their behavior inside of those documents tells you critical information you can use to move the deal forward. Here’s just a few of the benefits of using attachment tracking instead of email tracking:
Know what your prospects are actually interested in
Understanding which pieces of the pitch your prospect is engaging with will help you put objections into context. If a prospect is telling you that they’re upset that you don’t integrate with System X, but DocSend’s attachment tracking feature tells you they’ve spent 5x more time on the pricing page than anything else — you will know that you and your prospect are on two different pages – literally. With attachment tracking you can stop operating off of gut feel and start driving your sales process forward with actual data on prospect engagement.
Get alerts when prospects come back to life after going dark on you.
No matter how good you are at sales, some of your deals will die on the vine. It’s brutal when a solid chunk of your pipeline goes dark as you start discussing terms, but it happens. Trying to reignite their interest can be difficult. Making random follow ups and “just checking in” is usually a waste of time. When your prospects are ready to resume their purchase journey – one of the first things they’ll do is revisit content they were sent along the sales process. If you’re using attachment tracking from DocSend, you’ll be the first to know that they’re back on the lot and looking to buy. If you want to start recapturing lost pipeline and bringing in more revenue, create a free DocSend account now.
Know who else gets their hands on your documents
With email tracking, you can see that someone is opening an email, but it’s difficult to tell if the person opening that email is the original recipient, or if it’s someone they forwarded your message on to. With DocSend’s attachment tracking, you can customize documents to request email address to grant document access once the attachment is forwarded on to another party. This helps you understand what other stakeholders are involved in the deal, or even if your document has leaked to a competitor.
Optimize your collateral to keep your buyer’s attention with a/b testing
Advanced attachment tracking solutions, like DocSend, allow you to a/b test two different documents against each other. By using metrics like time on page, and examining what key pages prospects keep going back to (or exit on), you can fine tune your decks over time and make them as effective as can be.
Pro Tip: by breaking out different concepts page-by-page, you can see exactly what your buyers are focusing on and getting a better idea of what you’ll need to do to move the deal forward.
DocSend goes beyond basic attachment tracking by keeping you in total control of your documents — you can even update, change, or restrict access to documents after they’ve been sent. If you’re only using email tracking to optimize your sales process, we invite you to create a free DocSend account and install our plugin (Gmail or Outlook) so you can see the power of our attachment tracking feature for yourself.
photo via User:Alexiac82