Website traffic has been some of the strongest performing marketing metrics during the last three months. As buyers have moved their purchasing online out of necessity, businesses with a longtime electronic presence have reaped the rewards. Global site site visitors increased by 16% during Q2 compared to Q1. Traffic began expanding the week of March 9 and peaked during the week of April 20, at 24% above the benchmark. The metric then settled in the 15 20% range throughout May and June, and currently sits at 20% above the pre COVID benchmark.
Since we saw an analogous drop for this metric at the end of Q1, we are hoping that site site visitors will rebound again in July. Global advertising email sends rose considerably in the course of the week of March 9, and stayed at elevated levels across Q2. Marketers sent 21% more emails during Q2 than Q1, and email sends have lately peaked at 36% above the benchmark in the course of the week of June 15. This increased volume is the premise for one of this report’s most mind-blowing findings — open rates haven’t only remained steady relative to the increased send volume, they have got truly gone up. The world has only gotten noisier since COVID 19 shut down company as usual, so this is a real testomony to marketing teams which have been capable of remain applicable and top of mind in a traumatic time. As both advertising and sales email volume went up globally, call prospecting plummeted, falling to a low of 27% below the benchmark by the week of April 6.
This has been trending upward since, as call events are now at 9% below pre COVID levels. However, the entire number of prospecting activities email and calling has larger by 19%, and the transferring ratio between calling and emailing is revealing. In Q1, the ratio was in the direction of 1:1 while in Q2, sales people sent more than twice as many emails as they made calls. Sales teams will wish to return to their pre COVID stability so that it will see improvements in reaction rates. Calling is inherently a forcing feature in quality sales prospecting.
It’s almost not worth it to get on the phone unless you do a little analysis, and that historical past is key to building rapport, qualifying and disqualifying, and connecting with buyers. In the age of COVID 19, all of your qualification framework should change — a product that would never have been regarded pre pandemic may be enterprise important today, and vice versa. Rethink what a “good fit” seems like presently, create crisp disqualification frameworks to work via leads effectively, and reprioritize prospecting as it should be. Sales should even be borrowing approaches from advertising personalization through content, adding a non-public touch via video, and prioritizing help over selling.