Many companies use sales acceleration techniques to help prospects move through the sales pipeline smoothly. It is essential to have an effective communication network between the customer and salesperson to cater to their needs. In today’s digital era, email is a primary communication mode used in the sales process to generate leads and increase customer engagement through personalization.
Consumers require information to move forward and reach a purchase decision, but the most vital part is where the prospect is in the sales cycle. The main objective is to engage the potential clients in the right way at the right time and to respond instantly while their interest level is there.
Email Tracking in the Sales Cycle
Email is indispensable in an inbound sales environment. A recent survey conducted with 300 marketing professionals stated that email marketing was considered a highly effective and easy tool for lead generation. The process often begins with a contact list generated from business cards at conferences or website forms. Once the initial contact is made, it is usually followed up multiple times by an email link to a website.
Nowadays, there are advanced email tracking applications available to determine if an email is opened and, if so, gather the following types of data:
- When it was opened,
- Where it was opened,
- What kind of device was used,
- How long it was opened for,
- whether any other windows were opened while the message was displayed.
- The message was saved, forwarded, or deleted.
These data can give insights into whether a prospect is interested or not, their particular areas of interest, and at what point they might be in the sales cycle. We can also analyze how well messages are received, how the content can be modified and made more relevant, the best viewing formats, and optimal delivery times.
Sales reps often judge the recipient’s interest level based on their response. They can send follow-up emails but have little ability to personalize the experience for the prospect. The sender would have no idea if the emails were opened, ignored, or deleted without a reply. Alternatively, the recipients may have opened the email, read it, or forwarded it to their colleagues even without responding. Here, the sales reps have no source to know the prospect’s position in the sales cycle.
With email tracking tools, salespeople can know more about a prospects’ level of engagement. They can access real-time analytics when a potential client has opened the email or clicked on a link, which eventually helps them interpret their sales pipeline position.
This information allows the salesperson to prioritize follow-up and tailor the responses to provide the most relevant details. Studies have shown that the immediacy of response is a crucial factor in successfully making contact.
Managers can use the tracking platforms to monitor the performance of the representatives and sales teams on micro and macro levels. Managers can evaluate different metrics such as promptness of initial outreach, frequency and consistency of follow-ups, and success rates.
On a macro level, managers can evaluate and test how a campaign is performing by extracting the data from different metrics to measure and improve results.
Effective communication strategy with prospects is fundamental to accelerate sales, and email is an integral aspect. Email tracking tools provide salespeople with information and data to personalize the interaction with an individual lead and analyze overall metrics to make the sales process a success.