Email is the core channel through which modern sales teams communicate with prospects. Though they will eventually want to get on the phone or video chat with a prospect, initial and ongoing communication will almost entirely be through email. Email tracking and analytics allow sales teams to understand this channel.
Alongside basic metrics such as open rates, email analytics from specific tools will give you metrics that help you understand your emails and customers:
- Clickthrough rate: (number of emails in which a link was clicked / number of emails sent) * 100. This gives you the percentage of people who clicked through in the email to your site. It also gives you a measure of the effectiveness of your email and the interest generated by your content. Good clickthrough rates differ depending on how well known your company/product is and industry. In marketing emails, a CTR of >5% is considered good. Highly targeted sales emails should have higher CTRs as they present more value.
- Bounce rate: How many of your emails weren't delivered due to problems with the recipient's email. These might be temporary (the email server is down), but more likely are due to an inactive email address. High bounce rates mean that you are not efficiently sending email. You also risk being blacklisted by email providers if you consistently try and send emails to inactive addresses as it is a strong signal for spam.
- Share rate: How many of your emails were shared or forwarded. For an SDR, this is an important metric to both assess the strength of the email, but also to start to understand the inner organization of the company. When an email gets forwarded to another address, the SDR knows that there is both interest and someone else now involved in the buying decision.
- Conversion rate: This is the number of people that eventually converted based on the original email. For cold emails this can be very low. But conversion from prospect to customer is the ultimate aim of prospecting emails, so this is an important metric to track.
As SDRs will have quotas to hit for emails, then tracking metrics allows them to better obtain their goal. They can then use this information to better understand their prospects and their process. From open, clickthrough, share, and conversion rates they can infer what subject lines, copy, and content resonate best with different buyer personas.
Perspectives on Email Analytics and Tracking
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