Email marketing is an efficient and cost-effective way to reach your contacts, but to see its full potential, it should not stop after the email deployments. The analysis of campaign metrics will provide important information that could help sales and marketing teams successfully work together.
Marketing campaigns capture invaluable data that reveals your contacts’ interests and preferences. Analysing these records is a great way to generate sales leads. Naturally, not all leads will convert to customers, but achieving success requires a joint effort. In these disruptive times sales and marketing should function as one motivated and data-driven team with a common goal. Thus, many companies have at least started to implement an integrated cross-team data flow allowing the teams to share the information seamlessly.
Understanding email opens
First, let’s determine a lead. A sales lead can be an individual, or a business, that has potential to become a customer. Therefore, when looking for leads in your metrics you need to analyse both contact and company levels. You can find information that defines individuals, as well as identify patterns that reveal various trends in businesses. Both of these are important to your sales teams.
So how do you find leads in your email reports? By determining who opened your email is a good way to start. Your emails have a specific purpose, such as sharing a fund update or thought leadership articles, distributing various documents, inviting to a webinar or an event, or promoting a specific product. People who opened these emails tend to be interested in information you are delivering to them.
If your emails have a tracked forwarding function, it’s always worth checking. Analysing the total open rate will let you determine which of the contacts opened the email several times. If the recipient has generated an unusually high number of total opens, we can assume that he or she has shared the email. Sorting your contacts by total opens will show you individuals or businesses that have generated the most interest in your message.
The next step in identifying engagement is analysing clicks. People who clicked on your call-to-action links have shown enough interest in your message to seek more information. Again, try to identify all the unique people who have clicked on your CTAs, as well as sort these clicks per company to find relevant patterns. Analyse the total clicks as well – the recipients with the most clicks can become the warmest leads for sales.
Examine which calls-to-action generated the most clicks. Naturally different types of CTAs and their positioning will generate different amounts of interest. A download button will most likely get more clicks than a find out more link. And a CTA that’s positioned above the fold naturally gets more attention than the one at the bottom of the email.
Despite these variations, clicks will give you a good amount of information. You can identify different trends, for example, which company has shown interest in which fund, which recipients wanted to know more about a webcast, or which sales aid was more popular amongst the email recipients. If you’re sending your contacts to a web form – you will of course analyse the form submissions. However, don’t forget to identify who visited a landing page, that bounced and have not filled it in – these form abandonments, again, may also identify prospects. Understanding different goals of your emails will help you answer these types of questions and generate even more successful leads.
Read, skimmed or deleted?
Engagement time metrics will give you an even better opportunity to identify your potential customers. Knowing who read the email, skimmed or deleted it will make a massive difference when analysing emails.
Again, you can use this information on a contact level – finding individuals who generated the most interest in your message. But you can also look at the companies whose employees have formed a pattern – for example, 8 out of 10 recipients from one business have read an email about emerging markets and clicked on a specific product link. However, this data can also reveal negative trends too – if you see many individuals or businesses opening and deleting emails about a certain topic, it gives you insight that marketing and sales should try a different approach when reaching these contacts.
If you have that tracking information, analyse the times that your contacts tend to open or click on your emails. In time, you will have enough data to identify the preferred hour – the time when your contacts are most likely to act.
Not only this will help you enhance your marketing campaign strategies, but it could benefit the sales teams too – they can use this information to send personal emails to these contacts at the best possible time, or even give these contacts a call at that specific hour.
Setting up a scoring strategy will help you identify your leads. You can filter by relationship managers or contact owners, allowing more efficient client targeting. Even better, if all of that is automated and this information flows seamlessly from marketing to sales. And yes, it is possible with proper customer engagement ranking systems, such as. With this feature you automatically identify leads – rank your contacts according to what actions they’ve taken, where they’ve shown relevant interest, prioritise these interactions and make the whole experience completely reflect your business needs.
Email marketing reports allows you to gather a great amount of data. By analysing them you can unlock its full power. Imagine, you can tell your sales team which contact or business is showing growing interest in which product or service, and even what time of day is best to reach these leads. By making this information accessible to both marketing and sales teams you can fine-tune the processes of generating leads and achieving great results.