Email Newsletter: Using statistics to identify prospects

You have tied your CRM software to your email newsletter tool (we use Salesforce and Mailchimp but there are many others) so that new business contacts will be automatically included in your email newsletters. You have read all those awesome guides on how to create great newsletters. And you have sent out your newsletter. Now you check the open rate to understand if the email subject headline and the content was good. You might check the click breakdown to understand which topic created most interest. And now you are waiting for your contacts to hit reply or call you. Yes, some of your contacts might just do that. But your email statistics will tell you a lot more than just how good the content was. Here’s how:

Step 1: Download your open rates, your click rates and your unsubscribe reports.
Usually you can get this as a CSV/Excel file. In Mailchimp it will look like this:

Step 2: Sort your open rate by number of opens.
Most contacts will open your email once. But there will be some contacts with a couple of opens and quite often some contacts with dozens of opens. And that’s where it gets interesting. It means that this person either opened the email multiple times or forwarded the email to colleagues, friends etc. In either case you have identified someone who has a strong interest in what you mentioned in the email. Call the person and say: “I have noticed that you were really interested in the email, how can I help you?” If they forwarded the email within the company and it generated a lot of opens, ask him if you could come in and do a short session on this topic for all people who are interested. After all, if 50 people opened the email and showed interest you have a pretty convincing argument in getting to pitch in front of the entire company.

Step 3: Contact everyone who clicked.
Clicking on a link means showing strong interest in that topic. Call the person and say “I have noticed that you had a strong interest in [topic]. Is there anything I can help you with / do you need more information / can I send you a case study…?”

Step 4: Take a close look at the unsubscribers.
Check the unsubscriber list for two things. First, go through the list to see if you had anyone on your “to call lead list” – deprioritize them as they have indicated less interest. Second, check for additional comments an unsubscriber might have left. If a contact takes the time to write an additional comment, most of the time it has valuable information. It might either make for a good reason to call that person “I noticed that you unsubscribed from our newsletter and wanted to call your regarding your comment…” or to learn why the person is not interested any more and how you can improve your future email newsletters.

So, start picking up the phone and working on those leads. It’s almost a guarantee for getting an appointment.

Bonus tip:
If it is too many leads for you to handle, you can focus on the most promising and send a quick follow-up note via email to the rest (i.e contacts with many opens or clicks). The email software will usually allow you to create groups or segments within one list. Put all the “not so hot” leads into one Excel list and then upload them as a segment. Target this segment with a short text: “Hi XYZ, I noticed you were interested in XYZ. Let me know if you need any additional information or if I can be of any further help. You can reach me directly on my mobile phone at 123 456 7890.”

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