Email is one of the most common and efficient means we have of communicating with our prospects and clients. Just hit “Send” and you can be reaching out to everyone on your contact list, sharing an industry insight – breaking news on the ACA that will impact your clients, or a major provider that’s just changed one of its key plans. Or you’re near-instantaneously following up one-on-one with a client on their request for more pricing details on the new proposal you’re working on.
Whether it’s to one or many, when you’re using email, you’re creating touchpoints and building the relationships that are at the heart of sales.
Okay. You just hit “Send.” Now what?
If you’re just sitting there on one end of the “Send” button wondering what’s happening on the other end, you’re not going to able to take advantage of the power of email. What you want and need to know is when and whether someone opened that email. What better way to gauge interest, and figure out who you should be following up personally with. Or to determine that your client received the information they were looking for.
Trying to keep track of this on your own would be onerous, if not impossible. Fortunately, there are a number of reasonably-priced email tracking tools on the market that work with the most popular email solutions (Outlook, Gmail) to take the guesswork out of what happens when your email shoots out over the Internet.
Below are just a few of the scenarios where you could make use of the information email tracking tools provide. If you’d like to learn more about an email strategy for your agency, we recommend reading The Agency Digital Marketing Guide.
- You see that a prospect hadn’t yet looked at an attachment containing a contract, leading you to suggest a check-in call to make sure that things are still on track for closing the deal.
- You notice that a large number of clients opened an email with a subject header on a new plan available from a major carrier. You use that info to follow up with an email proposing a meeting to further explain plan details and answer any questions.
- You become aware that a link to an article on the ACA that you included in an email was the most clicked link you’ve ever sent and you find similar articles to send your clients in the future.
Yesware is one of the most well-regarded of such tools, and is the email marketing solution I’m most familiar with. Their mantra is “helping salespeople sell smarter”, and who’s not on board with that? They help you sell smarter by:
- Letting you see who opened their email and when they did so, enabling you to follow up quickly on a promising lead (while keeping up the communication flow to those who aren’t yet engaged)
- Identifying whether the email was opened on a desktop or a smartphone, which may indicate whether your prospect or client is in the office or on the move
- Learning whether links were clicked on or the attachments opened – very helpful in terms of determining how you’re going to follow up
- Setting up automated follow ups, personalized emails that will have a different message for those who opened vs. those who didn’t
There are many other email tracking solutions on the market with similar capabilities. If you want to see more of what’s out there, G2 Crowd, a service that aggregates software reviews, has a roundup on email tracking solutions that’s fairly extensive and current.
Don’t let yourself get overwhelmed by all the options out there. The point is that, if you’re not doing email tracking, you need to get this tool in your tool belt, and stop wasting time wondering what’s happening on the other end when you hit that “Send” button.