One Sales Email Metric You Probably Aren’t Tracking (But Should Be)

Sales emails are more proliferate than ever. Our inboxes are all likely inundated with emails from reps trying to win new business. But the truth is that while reps send a lot of email, most of it just isn’t effective. According to TOPO JQ only 23.9% of sales emails are ever even opened. That’s why it’s more important than ever for sales managers to actively coach their reps on how to write emails that actually garner a response.

SalesFolk's Founder and CEO Heather R. Morgan

SalesFolk’s Founder and CEO Heather R. Morgan

I recently got a chance to ask sales email expert Heather R. Morgan what is the most important sales email metric to track. Heather has a lot of experience optimizing sales email campaigns. As the Founder and CEO of SalesFolk, she has written hundreds of cold emails for companies like Lyft, KissMetrics and Sugar CRM (to name just a few). According to Heather, a metric that is becoming increasingly important to track is reps’ Positive Email Response Rate from Qualified Leads.

According to Heather:

“A Positive Email Response Rate refers to the number of sales-qualified leads (SQLs) that respond positively (or at least neutrally) to your cold emails, divided by the total number of prospects that open your emails. This determines how effective your cold email copy really is for setting sales appointments that lead to close deals.

Too often, people are just looking at metrics like open and response rates. However, open rates only really reflect your list quality, email deliverability and how effective the subject line is. There are too many opportunities for false positives and negatives caused by Google parsing your inbox,
privacy/security settings, and other factors that make open rates very inaccurate.

Regarding regular ‘response rates,’ there are multiple opportunities for false positives if you only look at the number of people who respond, since many of these responses can either be negative or from unqualified leads. This is especially true of emails that use the tired tactic of ‘who’s the right person,’ since people who respond are not necessarily raising their hand to do business with you.

Looking closely at your ‘positive response rate’ isolates your email campaign’s results to only focus on whether or not your email copy is truly impactful on your sales pipeline. It’s even better if you can continue to track your sales metrics further down your pipeline, but this is a great start.”

So if you have a sales team that’s sending emails and you aren’t tracking this vital sales email metric in your CRM, you should add this to your must-track metrics list immediately!

Looking for more vital sales metrics to track? Our 2017 Guide to Sales Analytics offers dozens of actionable metrics that can help you optimize sales ROI and customer retention. Download it for free!

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About the Author

Jesse Davis

Jesse Davis is a sales and marketing strategist and Sr. Content Marketing Manager at RingDNA. Over the past decade, Davis has honed his business communications skills working as an inside sales manager, business writer and agency marketer. He is a proponent of utilizing platform technology and evidence-based methodologies to optimize creative campaigns, marketing ROI and sales performance.

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