Back to Glossary
Campaign Types

Sales-Assisted Email

Email campaigns coordinated with sales outreach to support deal progression and customer handoffs.

Definition

Sales-assisted email blends marketing automation with sales involvement. It includes emails triggered by sales actions, marketing emails that support active deals, and handoff communications between marketing and sales. For SaaS companies with hybrid PLG and sales motions, coordinating these emails prevents conflicts and creates seamless customer experiences.

Why It Matters

In many B2B SaaS companies, customers interact with both automated marketing emails and personal sales outreach. Without coordination, these can conflict. A customer in active sales conversations should not receive generic marketing blasts. Sales-assisted email ensures the right message comes from the right source at the right time.

How It Works

Define which customers are in active sales cycles (sales-owned) versus marketing-owned. Suppress or modify marketing emails for sales-owned accounts. Trigger supportive emails based on sales actions (meeting booked, proposal sent). Enable sales to trigger specific email sequences. Track engagement across both to inform next steps.

Best Practices

  • 1Define clear rules for when accounts shift from marketing to sales
  • 2Suppress automated campaigns for accounts in active sales cycles
  • 3Create emails sales can trigger for specific situations
  • 4Share engagement data between marketing and sales
  • 5Coordinate message timing to avoid overwhelming customers
  • 6Build sequences that support sales stages (post-demo, post-proposal)
  • 7Ensure transactional emails still flow regardless of sales status

Sales Integration

Tag subscribers as sales-owned to suppress automated campaigns. Let sales trigger email sequences when appropriate.

Learn More

Frequently Asked Questions

It depends on the email type. Promotional broadcasts should stop. Transactional emails should continue. Educational content might continue if it supports the sales conversation. Define rules with your sales team based on what helps versus what annoys prospects.

Use a shared view of customer status (CRM or email platform). Create tags or segments for sales-owned accounts. Give sales the ability to trigger specific sequences or add contacts to targeted campaigns. Regular syncs between teams help catch coordination issues.

Post-meeting follow-ups, case study shares, proposal support materials, and onboarding kickoffs. Sales-triggered emails should feel personal but leverage marketing automation for consistency and tracking.