The benefit of using a tool such as UpMail for prospecting outreach is tracking and reporting. You aren’t sending emails wondering if the recipient is opening them and engaging with any clickable content, you know if they are.
When it comes to sending prospecting emails, it can feel like a shot in the dark. You’ve likely engaged with the contact at some point in the past but you’re not sure if they’re still interested in your offering. Utilizing data to understand which prospects are interested in your emails, can help focus your efforts on those contacts ultimately resulting in increased conversions.
The first step is to send out your prospecting email. Not sure where to start with your prospecting emails, view our article on Crafting Effective Prospecting Emails. Next, you’ll want to let your email simmer for about two days to allow your recipients enough time to open and click on the email and now it’s time to start digging into the data.
Review Sent Email Activity
Once you go into the ‘Emails’ page, you’ll get a high level overview of email engagement including recipients, opens and clicks.
Click on the email and view the Events tab, this will break down the engagement by each recipient. The most engaged recipients are those who clicked, meaning they clicked on a link or an item of supporting content within your email. Next are the recipients who opened and you can also gauge interest by the number of opens, if a recipient has not opened or clicked, you know that they are unengaged.
At this point, you may want to send your unengaged contacts one more email. You can easily do this by filtering the recipients by ‘Only recipients who didn’t open’, selecting all and ‘Email selected’.
In addition, the Activity tab will give you insight on what links the recipients are clicking on. This data can help optimize your prospecting emails moving forward. If you see there is a lot of interest in a particular link, continue to use that link and perhaps make it more prominent. If a prominently placed link isn’t getting much interaction, it might be best to remove it or place it in a less prominent area. Remember you don’t want to overwhelm recipients with too much information in your prospecting emails, so it’s important to be mindful of the important content to include.
Keep Track of Engaged vs Unengaged Recipients
There are a couple ways to keep track of your engaged vs unengaged recipients. Within UpMail, you can use our Conversion Measurement feature, which is via the Status icons. If you’ve confirmed a recipient is unengaged, within the Sent Emails>Events tab assign that recipient with the ‘Unsuccessful’ status or the red unhappy face. If a recipient is partially engaged, maybe has opened the email but hasn’t clicked within it, you can assign the recipient with a ‘Not Amused’ status or blue neutral face. If a recipient is engaged, opening and clicking on your email, then you can assign that recipient with a ‘Successful’ status or green happy face.
This tool is helpful as you are able to filter recipients by status within the Events tab and Sent Emails page. You will be able to view the status of your emails from the Sent Emails page as well.
When a status icon is assigned to an email or recipient, this data is used in our reporting to calculate the conversion rates of Templates, Users and Content. These metrics can be accessed from the Reporting>My Stats>Top Performing page.
> Click here to learn more about using UpMail's Conversion Measurement Feature
If you prefer to track your recipients outside of UpMail, using a simple spreadsheet to indicate whether the prospect is engaged or not will suffice. This will allow you to filter accordingly as well as potentially import that data into a CRM depending on the tool you use.
Measure Overall Engagement
Keeping track of your email interactions with prospects can be challenging as your outreach efforts increase. The 'Engagement' page gives you a high level overview of your contacts and their engagement with your emails. It neatly organizes all your email data, showing you who you've contacted, how many emails you've sent, how many times they've been opened and clicked, and when the last interaction occurred. Plus, you can sort this information to prioritize the most or least engaged prospects.
You can also choose specific time frames to analyze your data, whether it's monthly or quarterly. And while there's no direct option to export data, you can easily copy and paste it into a spreadsheet for further analysis.
In short, the 'Engagement' page simplifies prospect tracking, making it easier to understand and act on your email interactions.
Create Follow-up Email Templates
Once you've sorted through your prospecting data, the logical next step is to tailor your follow-up approach. To streamline this process, we suggest crafting email templates for different engagement levels: highly engaged, mid-engaged, and low engaged prospects.
By adding prospecting email data analysis into your workflow, organizing prospects based on engagement, and sending the appropriate follow-ups, you'll significantly enhance your efficiency and effectiveness in converting leads into customers. This strategic approach allows you to allocate your resources more effectively, focusing your attention on prospects who are most likely to convert while nurturing relationships with those who may need a bit more encouragement.
Additionally, the ability to track and analyze engagement metrics empowers you to refine your outreach strategies continuously, optimizing your approach over time and maximizing your overall success rate. Start harnessing the power of data to supercharge your prospecting efforts today!