Best sales emails: Track, Analyze, Improve, Repeat
How are your sales emails performing?
Great question with no answer, right? The majority of people don't actually know anything about their emails (except that they were sent). Do you know what Subject Line motivates prospects and clients to open your important emails? Do you know what Call to Action you should use to get people to read your proposals?
Don't worry, today I'm gonna share with you how to analyze your sales emails, and what you should do to analyze and improve email communication.
Why it's important
Basically, because each successful email leads you to a successful sale or partnership. The logic is simple:
More people open your emails More people read your proposals More people become your clients More money for you.
Everything is clear when you send marketing mass mailing or cold email outreach messages. You use Mailchimp or Reply and get statistics and visible numbers. It becomes muuuuch harder when we come to 1x1 e-mail communication.
So today, I'm gonna talk only about 1x1 business communication.
Why is the Subject Line so important?
“If your email isn’t opened, it never existed.”
It's funny, but a lot of salespeople don't take Subject Lines seriously. And that's a huge mistake because if your prospects don't open your emails, I guarantee they won't reply or view your proposal because they won't see it!
A little bit about the importance of a good Subject Line:
35% of email recipients open emails based on the subject line alone.
69% of email recipients report email as Spam based solely on the subject line.
(Source: Convince And Convert)
How to write a perfect sales email subject line.
The main rule you need to follow - personalize your subject line.
No one reads 100% of their Inbox emails. Just believe me - NOBODY. What people do is, they scan their inboxes and if something catches their attention they will read that subject line and open it.
But what can catch recipients' attention? Easy, something that people know and relate to them directly or to their company.
[Recipient's First Name] & [Your Name]
[Prospect's Company Name] < > [Your Company]
Thanks for [The article a recipient wrote]
Was nice to meet you at [event]
How to analyze your Subject Lines and improve email open rates.
This is a super important point. Examples that I just shared with you work for me today, but there is no guarantee that they will work for you tomorrow. It's important to not just find 1 subject line that works well, but always improve it.
With the ability to continue improving, you can be successful in a year, in 5 years … forever.
So here are a few steps you need to follow to analyze the performance of your Subject Lines:
1. Prepare 4-5 different Subject Lines for each email, you usually send (after a meeting email, follow-up, and so forth).
3. Go to the Template settings.
4. Create several Templates with different Subject Lines.
5. Go to your usual Gmail interface and use different templates with different subject lines. Just click on the "Templates" button and choose the folder and the template.
6. In a week or so, you can analyze what subject line worked for you better. Just go to the Templates dashboard and compare the Open rate. The higher the open rate you have, the better your email performance.
Forget about Copy Pasting Use templates for FREE
How to write a good Opening Line
This is the second factor that affects your Open rate. Subject Line and Opening line are the first things your recipients see in their inbox, so you should also focus on this part. We talked a lot about how to promotionally begin your email in our recent article, Email Greetings. There you can find the top 6 ways to start your email and have your emails opened.
How to analyze your Opening Lines and use the best ones.
Frankly, the flow is the same as the testing Subject lines.
These two lines (Subject and Opening) affect how likely your recipients will be to open your emails. In terms of number, it affects your Open Rate. That's it.
So with Docsify's Email Templates, you cannot only write emails faster, but also analyze what greetings work better. Check out the video on how to use templates in different cases.
How to write the perfect sales email (Email Body)
Ok, with a good Subject and Opening line your recipients will open your email, but what's next? The email body is your actual message where you can build relationships. And a lot of people fail at this.
There are a few things that the majority of people do wrong:
1. People talk about themselves, not about the recipient.
Yes, it's a huge problem. "I want", "I need", "give ME your time". A lot of salespeople talk about themselves, not about the client. And that's a huuuuuge mistake. You're writing not to get money – you're writing to help them solve their Pain, so talk about that pain and how you can help them with it.
2. The email is toooooooo long.
No one is gonna spend a few hours reading your email. As I said before, people don't read emails, they scan them and highlight the main points. So, help your recipients highlight your message, don't scare them with millions of words.
3. They are not personalized.
What do you feel when you know that the email that you got was sent to millions of people? If it's a marketing email, ok, but if it's a sales email… People are more likely to read your email if they find something well-known to them. So personalize emails. You can create email shortcuts with Docsify and use them for 1x1 email communication. Of course, the template won't be super personalized, but you can replace the same text you use every time and personalize special parts such as Name, Company name, and so forth.
These are 3 main mistakes salespeople make, so just try to avoid them.
What call to action to use?
What prompts your leads to reply to you? Or click your links? Or read your proposals?
It's the Call to Action. It's one of the most important things in your email because it has a direct influence on whether your proposal will be read.
There are a few goals that you want to reach :
1. A recipient should check your proposal.
2. Click a link.
3. Book a call.
4. Get information and start a conversation.
And for all these purposes, you should follow one major rule – you should have personalized and client-centric CTA.
Don't have 2 Calls to Action, don't ask recipients to read the proposal and find the time for a call. Because your prospect won't know what to do, and they never (or almost never) will do any of these.
Also, personalize your Call to Action and make it user-centric so your prospect can easily book time or click a link.
Bad – "What time works for you?"
Good – "Does Mon 9 am work for you?"
The best – "Please pick the time that works for you here (the link to choose the time)"
These are all CTAs about the time, but in the first case your lead should open their calendar and decide when they will be free. (A lot of them work and they can snooze this question). In the second case, your client should decide whether he/she is free exactly at that time. (It's better, but still a lot of work to decide.) The last case lets you choose the time by synchronizing two calendars.
You also can know whether your recipients clicked that link or not with Link Tracker.
Know what happens with emails with Free Email Tracking
How to optimize your Call to Action with email analytics.
The same as we did for the Subject lines:
1. Prepare 4-5 different Call to Actions for special types of emails
2. Install Email Templates for Gmail
3. Go to the Template settings
4. Create several Templates with different Call To Actions
5. Go to your usual Gmail interface and use different templates with different CTAs. Just click on the "Templates" button and choose the folder and the template.
6. In a week or so, you can analyze what CTAs worked for you better. Just go to the Templates dashboard and compare the Click rate. The higher the Click rate you have, the better your email performance.
What Call to Action to use when sending proposals (based on analytics for email)?
That's a great question because a lot of people don't actually know what happens with their proposals after they push the "Send" button. And that's horrible! You send so many important pages and don't know whether your prospect will read them.
So here, I highly recommend you use PDF tracker so you can definitely know what pages your recipient has been reading.
Check the video to find out how to track your sent proposals.
When you have PDF tracker, you will be able to analyze what Calls to Action work for you better.
I personally recommend you use something like this:
" I see how to solve your [Pain], as we have already solved for other companies in your industry such as [Company1, Company2]. And to save you time, I've prepared a small 7-page PDF, if you would care to read it. "
By the way, if you need to know how to create awesome proposals in 2019, check out our article about this.
How to improve writing emails and type them 3 times faster
When you find the opening or the part of the email body or call to action that really works for you, I'd recommend you use Text Shortcuts. It's like hotkeys for your email: you just save your text with the hotkey or with the phrase template and put it in the email and push the TAB button on your keyboard. It takes a few seconds to write the right sentences.
To know more about how to write your emails 3x faster check out the video Text Shortcuts.
How to track emails in Gmail
This is one of the most important points in 2019. You always need to know what happened with your important Sent emails, so you can:
1. Follow-up if a client didn't open the email
2. Make a call within 10 mins of a client opening it
And as a result, you can significantly reduce the sales cycle; now you talk to your prospect efficiently and increase the probability of closing the deal.
And for this goal, I highly recommend you use Email Tracking.
Check the video below to find out how to track your emails for free.
Briefly, after your install Email Tracker, you will know who exactly opened your emails, what devices they used and when.
What's the best time to send emails based on email statistics?
What also affects whether your recipient will open and reply to you is time. You may send the perfect email, with super awesome Subject line and opening line, with engaging and personalized text and strong call to action, but if it's sent when your prospect is sleeping - it's a real flop. Now, timing is not the #1 priority to focus on, but still, it is a very important part of sales emailing.
So, based on the statistics, people don't open emails at night. (That's not rocket science). So try to send emails during daytime working hours.
Also, people don't open and read emails on weekends.
But the worst thing is to send emails on Friday evenings… because … it's Friday! People are out and about on weekends and don't like to open and read new emails after 7 pm Friday.
So what to do?
Schedule your emails to be sent later, so your recipients will get them at the best time even if you're asleep.
It's easy, there is a Send Later tool that easily integrates into your Gmail and lets you choose the time when your emails should appear in the recipient's Inbox.
Check the video below to find out how to use delay and be sent it for free.
Your email is the key point for revenue for your company. You build relationships, you send proposals, and you get new clients via email. So, it's pretty important to improve email communication, get your emails opened, and receive replies.
So focus on each part of your email:
Subject Line and Opening Line affect whether your recipient opens your email or not.
The body of the email lets you send the actual message.
The Call to Action affects whether your recipient takes the desired action. (Click the link or view proposal.)
The time when you send the email affects the email performance.
Lastly, track your emails to know what happens with your important emails after you push the "Send" button.