I recently guest posted on John Jantsch’s legendary Duct Tape Marketing. The article is all about how to leverage email tracking technology to use context to your advantage. Where, when, and how your prospects consume your messaging will have major effects on your bottom line. You’ll learn how the technology works, how to develop the right strategy, as well as the important details about the leading platforms, like YesWare. I even cover how to stay on the right side of the privacy debate.
Here’s what I wasn’t able to cover in the DTM article due to length constraints, and I recommend reading the article first for background. It’s important to measure results. After observing opens and clicks, including the times and locations, you’ll start to develop context for the way your prospects read your cold emails. There’s no specifiic amount of required data, but I recommend looking at around 50 emails or more before jumping to conclusions.
Here is what some typical results might indicate:
Low Opens: Your subject line might look fake and/or un-intriguing. Try a new one. If the previous was on the sales-y side, then go more personal. In my experience, short and straightforward subjects work best. Envision that you’re reconnecting with an acquaintance you met at a cocktail party. Fix this before diagnosing other issues.
Low Clicks: Maybe your message is too long or boring and it isn’t being read. Or maybe you’re sending messages at an inconvenient time. Craft your email at 120 words or less. Offer a completely different value proposition. Send it at a different time.
Low Responses: Assuming you’re getting opens and clicks (ie. it’s being read), few responses might mean that either your value proposition isn’t good enough, and/or the recipient doesn’t feel it’s worth their time to respond. Increase the convenience and value factor as much as possible. Or reach out over phone. After all, they read your message and went to your site, so they know who you are, what you do, and what you’re offering. Your cold lead is warming up fast. Email tracking can give you a serious edge.
If you’re interested in learning more, check out the above article, or go right ahead and start poking around in YesWare.
