Prospecting customers by email is not only a possible task, but a widely recommended one. At least 92% of the adults who use the internet use e-mail accounts. We can take advantage of this amount of online people to make business.

In today’s post, we’ve selected five practices that can help you improve your email results. Have a good reading!

1. Nurture your leads

Nurturing means automatic sending sequential e-mails with content related to the interest previously demonstrated by the prospect (usually, a few days before). According to Forrester Research, investing in this tool can increase sales by at least 50%, and lower investments about 33%. The best reason for having this data is the purchase step. Not all leads are ready to be converted at all times. However, sometime later, they may be mature enough to purchase the product or service.

2. Check for sent email metrics

It’s no use just sending the emails and not knowing what are the results. So, you have to always follow the metrics. If you already have previous data, compare it with the new data to see if there is improvement or worsening. This will give you objective information to improve the next campaign.

Bounce rate
This metric shows how many accounts did not receive your message for errors or invalid e-mail addresses. The limit for the bounce rate should be 3%. The ideal, however, is to have it in less than 1%. If you have problems, make sure your mailing list has quality and that the emails are still active.

Open rate
With this indicator, you can measure the number of people who opened the email. A result close to 30% is considered good. If you are in 15-30%, you have reasonable results. A value less than this means you should review the email subject.

Answer rate
The metric measures the number of leads that responded to your call-to-action in the message, that is, how many went toward the stipulated goal. This can be classified as a good result when you get something close to 30% response from the emails that have been opened. Lower values ​​may indicate that you need to review your calls-to-action or even the text of your emails.

Conversion rate
Converting here means replying to what was requested in the email. This number evaluates what percentage of people did what you wanted them to do. For a start, 50% is a good percentage. If the rate is far below, review how you’ve exposed your product and see if it has demonstrated its value.

3. Personalize your emails

Personalized emails tend to convert at least three more times, as leads feel more attracted and the tone of the conversation becomes more personal. So always try to use tools that allow “client” to be replaced with the customer name. Also, use your name as the sender (not just the business name) at the end of the message. With that, you will be seen as a professional who desires the best for your clients.

4. Use calls to action

Take users to a specific action. Use calls-to-action buttons to show users what you expect them to do. Check out the example where a user was asked to read a certain post on a blog: “Read this article and improve your sales by 60%”. In this case, we have a complete CTA, offering an action, justifying the motives and giving suggestions to our customer.

5. Perform A/B tests

These tests can be understood as comparisons between variables. The goal is to understand which of the two options will achieve the best performance. For example, we can try two different landing page formats and see which one will have the higher conversion rate. It’s important to note that in A/B tests, only one variable (a variation of what currently happens) must be tested at a time.

Did you find these tips for prospecting customers via email useful? We hope your business email use can improve with them. What’s your experience with this tool? Did you already have results? What did not work for you? If you want more information, contact us.