8 Tips to Effectively Use Email Open Tracking to Grow Your Business
When you can see who opened your emails—and when—you’ve obviously got access to useful information. But how, specifically, can you use open tracking to support your sales and business development efforts? Here’s a quick primer:
1. Notice what’s working and what isn’t.
If your email was opened immediately, it’s likely that your subject line was effective, your timing was right, you targeted the right person, or all three. On the other hand, if your email was never opened, that’s a cue to try a different subject line, sending time, or target.
2. Choose the right time to follow up.
If you see that your target is opening your email—and especially if they’re opening it more than once—that can be the perfect time to follow up with an additional email or a call. Keep in mind that you’re creating a positive experience for your prospect. You’re getting in touch when they’re already thinking about you, as opposed to interrupting them when they’re focused on something else.
3. Be intentional about how you follow up.
Develop a follow-up strategy. Know what you want to do when your prospect first opens your email, and have that next touch ready to go. And be aware if you want to follow up at all. For instance, if you sent a spec sheet and your prospect opens it immediately, that’s not necessarily a time to make additional contact—since your prospect is reviewing the information and probably needs time to discuss it with colleagues.
4. Create more meaningful relationships.
When you know whether your prospect has opened your email, you can be less “sales-y” and more “relationship-y.” Instead of saying, “Just checking in to see where you are in your purchase process”—i.e., a formulaic buzzkill—you can say, “Here’s are a few links I thought you might be interested in,” or “Have you thought about …”
5. Get to the right people faster.
When you’re cold-prospecting within an organization, you’re likely sending email to a host of different titles. With email tracking, you can see who’s opening your email most—which will help you identify the most important/relevant people. You won’t have to waste time following up with the people who aren’t interested.
6. Stay on top of milestones.
Notice when something is opened but not dealt with. If you see that your prospect opened your email containing a contract but hasn’t signed it, it may be time to follow up.
7. Use open tracking internally.
You can use tracking for email you send to colleagues, too. For example, if you sent an important email to a coworker in the morning and she hasn’t opened it all day, head over to her desk and have a conversation instead.
8. Use it to support employee development.
With FollowUp.cc open tracking, you can run reports showing how many emails employees tracked and what percentage of those emails were opened. For the employees whose open rates are lower, it might be appropriate for some quick tips on successful subject lines, body copy, and calls to action.
If you are using email open tracking in your business, leave me a comment on how you use to effectively. If you are ready to try open tracking, install the FollowUp.cc Extension and start tracking today.
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