“I hear and I forget. I see and I remember. I do and I understand.” — Confucius
Just like any sales rep, I need to send cold emails to prospects to introduce myself and my company.
When we first started Veloxy we used various email marketing services, but we found most of them too restrictive or they did not provide us with analytics which are critical for us to optimize and improve our emails as we go.
“Data! Data! Data! I can’t make bricks without clay!” —Sir Arthur Conan Doyle
So we ended up creating Veloxy Engage which connects your Outlook or Gmail inbox to Salesforce and lets sales people track emails, activities, leads and contacts all in one place. For more info on Veloxy Engage take a look at the Veloxy Engage page or watch this short video on how you can send the same email too many prospects in one go. Like a true personal assistant, Veloxy is doing the work on behalf of you to send these emails one by one from your Outlook.
Instant notification when emails are read!
When the recipient of an email opens it, Veloxy notifies you in real time via push notification on mobile and also on desktop, thereby assisting you to shrink your sales cycle. Here are some screenshots of such a notification on mobile and desktop devices.
Now let’s get down to the brass tacks — the analytics!
I analyzed a random sample of 20,000 emails and here are the results.
“Success depends upon previous preparation, and without such preparation there is sure to be failure.” — Confucius
1. Improve Email Open rate
We tried out several versions of our introductory emails with varied success. We eventually zeroed into a subject line which is as simple and straightforward as possible. People appreciate being upfront and truthful. Of course the subject line is the most important piece of the email but equally important is the first few words of the email body!
2. Which parts of the Subject matter the most?
In my case number of words and subject length is inversely correlated with email opens. So shorter the subject with lesser words has better chances of it being read by the prospect!
3. Email Opens by device
For us this is the single most critical piece, to segment our target audience. For mobile app targeting we use our mobile app optimized email templates, for our desktop products we use the desktop templates. The users always gets emails that is relevant to him/her, and that’s why he/she engages with it more.
4. Email Opens by internet service provider
This is a useful piece of information if you are in the telecom business and want to target users who are using a specific internet provider.
5. Which Geo should we be targeting?
One of the mantras of good engagement of emails is location, location, location! Target your goods and services to the area that is most likely to generate revenue. It will be a waste of time and money otherwise! Veloxy pinpoints clusters of geos where your email campaign is most effective and exposes those to you. You need to hone in and target where it makes most sense! As you can see in the figure below, the eastern part of US has the most engagement with my emails!
6. What is the best time and day of week to reach prospects ?
Morning 6–10 AM, Tuesdays and Wednesdays works the best for us. This will be different for different audiences, demographics etc. So what works for us will not necessarily work for you but Veloxy Analytics will surface those metrics up for you.
“The goal is to turn data into information, and information into insight.” Carly Fiorina
Optimizing Emails in a Nutshell
- Send precise emails
- Make content relevant for recipients
- Target emails using knowledge of key metrics for better conversion
- Analyze email results and make necessary adjustments
Good luck prospecting and making more money!
Read more: Sales Enablement