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6 Key Email Marketing Metrics that help you Convert Prospects!

illustration of email marketing software
email marketing analytics map
Distribution of ~20k emails by Geo & Device, each dot represent cluster of emails being opened at that location

“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.

 
email marketing notification from Veloxy AI Sales Assistant Software
                    Here is how the notification looks like on iOS device & a detailed report on Outlook
 

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!

 
email marketing analytics graph

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!

 
email open rate graph

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.

 
email open rate graph by deviceemail open rate analytics by device
 
 

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.

 
email open rate graph by ISP

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!

 
email open rate map by geo location

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.

 
email open rate chart
email open rate chart by hour of the day
 

“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

Next time when you need to send emails to lots of Salesforce prospects consider using Veloxy Engage, the best email template builder.

For more info connect directly with Veloxy team either via email support@veloxy.io or call (510) 402-6913

Good luck prospecting and making more money!

Read more: Sales Enablement

Sauvik Sarkar

Sauvik Sarkar

Sales AI is transforming selling activities for companies of all sizes, and one of the leaders in this movement is Sauvik Sarkar. While artificial intelligence can be intimidating to most, Sauvik helps improve adoption with one-on-one training, insightful blog articles, and more.

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