Why Email Is a Business’ Greatest Untapped Resource

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Pinpoint and Correct Inaccurate Messaging Used by Sales Teams

By gaining a view into how sales teams are positioning a business’s brand or product, data insights can help businesses discover where the brand message is resonating, where it’s falling short or where it’s inaccurate. This has huge implications for sales teams’ ability to be successful: Using the most current, effective messaging that accurately articulates the role and value of a company’s solution can ensure that prospects are clear on what is being offered to them and how it can benefit them.

Marketing teams work hard to craft messaging that reflects the company’s brand, often in nuanced ways. Unfortunately sales teams don’t always stay “on brand,” a fact that often isn’t discovered until it’s been happening for a long time. Should sales-team leads notice that employees are using outdated or incorrect messaging by analyzing communications data, they can make time to connect with individuals and train them on proper messaging, highlighting why it’s used and the value of a consistent, compelling brand voice. This will help internal teams ensure better engagement with prospects, customers and partners, and present a consistent brand identity to the world.

Despite the rise of numerous competing technologies, such as Slack and Communities, email remains the number one tool for business communication. According to a report by The Radicati Group, the number of worldwide email accounts continues to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. With email so widely used, there is a huge opportunity to leverage the data it houses to unearth vast insights into everything from customer interactions to HR processes. This can be invaluable in alerting organizations to key opportunities, trends or risks.

So why aren’t more businesses analyzing communications information to make smarter decisions about the ways in which they operate, both internally and with external stakeholders like customers, prospects and partners?

To help businesses understand the value email analytics presents, Greg Arnette, founder and CTO of Sonian, has identified five ways enterprises can use email analytics augmented by machine learning to surface insights that can help them ward off risk and meet or exceed goals across their organizations.


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