The shortcut to campaigns that convert — Stripo.email

As an email marketer, you might sometimes feel like you’ve run out of fresh ideas to attract customers, or you notice that your email campaigns aren’t working quite as well as you’d like. You’ve tested countless approaches, collected data, and even run in-email surveys, but something’s missing. Sounds familiar? If your answer is a “yes,” you might be overlooking one of the most valuable sources of audience insights: your sales team. 

Sales representatives speak with potential customers every day, answer their questions, and hear their objections firsthand. They gather important data from which insights are drawn. These insights, in turn, can guide the email marketing team when creating campaigns. Doing email marketing without considering sales insights is like driving without a map. When email marketers work in isolation, relying on assumptions and not on sound sales insights, results suffer.

This article will explore why collaborating with your sales team is essential for creating relevant, high-performing campaigns and how sales insights can help you craft sharper messages, achieve smarter segmentation, and create more targeted offers. We decided not to write this article based only on our experiences but also on the experiences of invited experts — skilled sales managers of large organizations.

What do companies lose when their sales and email marketing teams don’t collaborate?

When email marketing and sales teams operate in silos, results suffer. In the US alone, the lack of collaboration between these teams leads to an estimated revenue loss of $1 trillion each year. In the UK, businesses lose up to 10% of their annual revenue when these teams fail to collaborate effectively.

What email marketers miss when they neglect sales insights

Here’s what can go wrong in email campaigns when sales insights are neglected:

• poor audience targeting: When armed with inadequate information, email marketers run the risk of sending offers to the wrong segments;
• lack of relevant personalization: Messaging may fail to address customer needs, pain points, or objections, resulting in low open and response rates; and
• missed upsell and cross-sell opportunities: Email marketers may not know about customers’ evolving needs, whereas sales representatives may not have the content needed to close more deals.

When marketing and sales messaging aren’t aligned, customers receive conflicting information. This creates confusion, erodes trust, and leads to lost opportunities in the sales funnel.

Why misalignment happens?

The root cause is often inadaptive business processes. Marketing and sales teams typically report to different managers and employ different strategies even though their shared goal is business growth.

Traditionally, email marketing covers the top of the sales funnel, which depicts customer journey, whereas sales handles the bottom. Once a lead is passed to the sales team, the marketing team steps back, typically for good. However, this linear model no longer works.

Customers begin interacting with brands (e.g., they read emails) long before their first purchase, and they continue communicating after a deal is closed. Therefore, companies must maintain alignment between sales and email marketing teams, as this is a key factor in ensuring a seamless customer experience.

How to address misalignment

A closer look at the sales funnel in light of the current context can help us understand the customer journey and its influencing factors better. 

Try to examine a typical product or service with a 60–90-day sales cycle, as Levon suggests. When this product or service is mapped visually, you’ll find that the sales journey highlights the gaps and opportunities for collaboration.

Based on this, Wooxy’s marketing team made adjustments both in messaging and delivery by:

• ensuring maximum convenience in information search and transparency;
• providing maximum value as quickly as possible; and
• treating every touchpoint as a conversation, not a pitch.

What is sales and email marketing alignment?

Sales and marketing alignment means having shared goals, strategies, and continuous communication so that both teams operate as one. Email marketing is a direct channel to potential and current customers, which makes it the perfect place to start in building that alignment.

Need more convincing about the benefits of marketing and sales alignment? Take a look at these numbers:

• marketing and sales alignment increases customer retention by 36%; and
• companies found that revenue growth has increased by an average of 19% and that profitability is at 15% when sales and marketing teams align. 

What sales insights help improve marketers’ campaigns? 

We asked experienced sales managers to share the most underrated piece of information that marketers can get from sales representatives and how they should use it. Here’s what they told us.

Through daily conversations with potential clients, sales teams collect valuable information — from needs to pain points to objections — and they hear all these straight from the customers. This information can help email marketers understand their audience better and create more effective campaigns.

Common questions and objections from leads

Sales representatives hear the same doubts and questions repeatedly. Knowledge about customers’ concerns helps email marketers proactively address the same and build trust even before leads respond to campaigns.

Pain points mentioned by customers during calls

Customers’ descriptions of their frustrations give email marketers a clear direction on what really matters to customers. In fact, customers may be directly quoted when messaging, as explained below.

Some feedback is not documented

Not all feedback is captured by surveys or is reflected in analytics dashboards, but sales representatives hear feedback every day. These off-the-record comments often reveal confusion, unmet needs, or new positioning opportunities.

A case study by Vadym Goryanskiy demonstrates how comments have become useful to their marketing team.

The marketing team had created a brilliant campaign explaining all the benefits of a new CRM system. During calls, however, sales managers kept hearing, “Are you sure this is what I think it is? I don’t fully understand how this will help me.” That kind of feedback is a red flag.

After these conversations, we changed our approach: Instead of pushing “buy now,” we focused on breaking down the product and the problem it solves. We added mini case studies, simple analogies, and clear metaphors. The result? People didn’t just open the emails — they read them through and clicked the links.

Triggers and timing signals indicating readiness to buy

Sales conversations help identify emotional triggers and timing signals — the key to hitting leads at the right moment with the right message.

Customers’ emotional language

The exact words customers use — especially in moments of stress or urgency — often outperform a polished copy. Using their language builds connection and trust.

Vadym Goryanskiy explains below how a customer’s language can be a powerful marketing tool in a pharmaceutical case.

During the COVID-19 pandemic, one pharmaceutical company relied heavily on emails to communicate with doctors. To avoid shooting in the dark, [this company] created an insights committee — regular meetings between the marketing team, the medical department, and regional reps who spoke directly with doctors.

That’s where the magic happened. Medical reps shared quotes from doctors; some used [quotes] verbatim in campaigns. One day, a doctor told us, “I even quoted that phrase from your newsletter to a patient, and it changed their adherence to the prescribed therapy.”

Customer behavior patterns 

Recognizing patterns in how leads engage, ask questions, or respond to offers helps in fine-tuning segmentation and in going beyond surface-level personalization.

By tapping into the insights gathered by sales representatives every day, marketers gain access to a powerful, real-world perspective about their audience. These details — from objections to emotional language — help shape campaigns that are personal, relevant, and timely. The result? Emails that don’t just land in inboxes but move people to action.

How effective email marketing can drive sales

This article wouldn’t be complete without mentioning the value email marketing brings to the sales process. As an email marketer, you play a key role in helping your sales team close more deals. Here’s how to make your campaigns more supportive and impactful.

First, it’s all about structure. Email campaigns shouldn’t exist in isolation — they’re another service channel for sales. The most valuable contribution email marketers can make is providing actionable insights: what a client clicked, when, and on what device, among others.

At Wooxy, we use native two-way integrations with popular CRMs such as Pipedrive and HubSpot for exactly this reason. Sales reps see real-time email engagement data directly in the CRM: which subjects were opened, which CTAs were clicked, and when. This makes communication more relevant, timely, and effective, boosting conversions without increasing budget.

Email marketers can also support the B2B sales process by going beyond standard newsletters and creating the following:

1. Sales enablement sequences: Automated email series for leads who are not yet ready to buy but show interest. These emails should provide them valuable content, answer their questions, and help them move through the funnel.
2. Follow-up sequences: Email templates that salespeople can easily adopt and send after meetings or calls to reinforce information, offer additional materials, or propose the next step. This saves managers time and ensures message consistency.
3. A/B testing based on sales feedback: Use feedback from sales to conduct testing in email campaigns (e.g., different subject lines, calls to action) to find the most effective approaches.

Email marketing shouldn’t just be “supportive communication.” It can — and should — actively help to close deals.

1. Lead nurturing and overcoming objections: The most helpful thing email marketing can do for sales is to “warm up” a lead before a manager contacts them. Imagine a potential client: before receiving a call, [they] already received a series of emails that answered their main questions. When email marketing proactively addresses fundamental objections and questions, the salesperson doesn’t have to start every conversation from scratch; they can immediately discuss specific needs and solutions.
2. Segmentation and personalization based on CRM data: Integrating your email platform with your CRM system is a must-[do]. It allows you to create relevant email sequences based on customer behavior, their stage in the sales funnel, and interaction history. This moves beyond “carpet bombing” the entire database to targeted, personalized touchpoints that guide the customer towards a purchase at the right moment.
3. Creating content that helps sell: Marketing can create “sales enablement” materials that managers will use in their work: email templates for follow-ups, case studies, presentations, and checklists — all based on real customer requests and pain points collected by the sales department. 

In addition to this expert advice, sales teams can actively collaborate with email marketers and use available tools and data to turn email insights into meaningful conversations and achieve better results. 

Here’s how sales teams can contribute:

• use marketing content to spark meaningful conversations. Use campaign content, pain points, and insights from email engagement to start value-driven conversations with prospects;
• combine broad reach with personalized marketing campaigns. When sales and marketing align, it’s possible to scale outreach while keeping it highly relevant and personal; 
• provide feedback to the marketing team. Sales should regularly share what’s working — and what’s not — so marketers can refine messages and offers accordingly.

How to build a productive collaboration between sales and email marketing teams

While this role is valuable, it’s not enough on its own. Real alignment comes from consistent collaboration and shared processes.

Here are some best practices to help your email marketing and sales teams work together more effectively.

Meetings will help to update email marketing teams about crucial information. Consistent communication helps marketing stay in sync with sales priorities — especially leads’ mindset at the moment of purchase. Far too few companies have officially turned communications into regular meetings.

Make sure both teams have access to client information. This strategy will build shared understanding and ensure everyone is guided by the same insights.

• Involve sales in campaign brainstorming

Invite sales representatives to join early strategy sessions, especially for major promos or product launches. They bring real-world insights that can help shape messaging that works.

• Enable two-way feedback in the email editor or in the CRM

Sales and email marketing teams must be able to readily share their feedback on marketing campaigns. There are two approaches to achieve this. The first is to involve the sales representatives when creating emails, so they can comment on emails prepared in the email editor and suggest better phrases, wording, or discount ideas based on their understanding of the audience. 

The second approach is to leave feedback directly in the CRM based on the results of the campaigns.

• Use internal newsletters with marketing updates

Keep the sales team in the loop by regularly sharing internal newsletters containing key campaign updates, new offers, messaging changes, and useful assets.

• Share ideas in real time with Slack or email channels 

Set up shared communication channels where to share quick insights, content ideas, and client feedback. This strategy maintains collaboration between the teams, even in fast-paced environments.

• Let the sales and marketing teams use each other’s content 

Encourage both teams to leverage each other’s materials — whether it’s repurposing blog posts for outreach or turning sales decks into educational emails. This strategy helps maintain consistent messaging and saves time.

• Make fast, collaborative action when opportunities arise

Quick coordination between the sales and marketing teams can make a significant impact when something comes up in the market.

No sales team? Here’s where to get customer insights 

If your company doesn’t have a dedicated sales team, don’t worry — other teams may already be fulfilling its role. With the right approach, you can still collect valuable customer insights by building strong communication with these teams or by tapping into alternative data sources.

Here are some channels to explore:

• customer support team feedback;
• survey responses and NPS comments;
• reviews and testimonials;
• social media listening; and
• onboarding feedback.

These sources reflect direct interactions with current or potential customers. Use the information they contain to enrich your email marketing strategy and gain a deeper understanding of your audience.

Wrapping up

When working together, the email marketing and sales teams become more effective. When they share insights, align their strategies, and support each other, campaigns become more relevant, timely, and effective. When a dedicated sales team is not in place, tapping into real customer feedback is the shortcut to creating emails that truly convert. 

Start building bridges between your marketing and sales teams today. Promote communication, sharing of information, and working towards common goals. This alignment will turn email campaigns that have been flying blindly under a thunderstorm into a high-precision tool that sees the target, hears the client, and hits the bullseye, bringing real value to your business.

Start small, communicate, and build the collaboration that drives results.