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4 E-mail Metrics You Need To Measure For Sales Success

e-mail metrics are critical for salespeople

The e-mail inbox can be a nasty place. It can be a dangerous black hole of wasted time that eats away at our productivity. But there’s no getting away from the fact it’s where work lives for most people. There are ways you can make your e-mails (even the unanswered) ones a powerful metric when it comes to measuring success.

Salespeople are constantly being measured. We’ll show you how to take these metrics into your own hands and start measuring yourself for the success you want to see.

Writing great e-mails is a skill you can constantly improve. The key to improving is to dive into the data you collect and what needs to be tweaked to improve performance. So what are the e-mail engagement metrics that are the most important? According to Yesware this is what salespeople you should be taking note of:

Open rate
Reply rate
Bounce rate
E-mail engagement vs message type

1 & 2. Open Rate and Reply Rate

Open rates for e-mailsKeeping an eye on the amount of e-mails you send as a salesperson in vital. This can give you valuable insights into how many touch points you hit before a lead becomes a potential sales opportunity. It takes an average of 8 touches before a real conversation can start about the product you are selling. But every e-mail plays a part as a building block in your sales process.

As you collect your sent e-mail data you should pay  attention to these three factors and see what they say about your e-mail activity

Low Open Rates

If your e-mails are sitting in somebody’s unbox unread then that’s no good to you and your sales strategy. Or if they are being deleted straight away without being opened it’s a waste of the time and effort you put into creating an awesome, snappy message within.

What To Look For?

Review what time you are sending your e-mails, are you taking full advantage the hours when people have time to read e-mails.A fact that may surprise people is that weekends have extremely high open ratesIt could be time to shake up your old structure and schedule your e-mails for different times.

High Open Rates, Low Reply Rates

Low reply rates indicate that although your subject line caught their attention the e-mail content was lacking a little spark. Something was missing.

Are you sending a specific e-mail to more than one person? E-mails that are sent to one person and copying another person into the e-mail have higher open and reply rates than messages who are sent to two separate people at the same time

Low Reply Rates

If the reply rates are simply at an all time low check the length of the e-mail. So many people read their e-mails from mobile devices so messages that are too long or comprehensive often get ignored.

Personalised e-mails always get a higher reply rate so spend some time adding a little customised information to your messages to really connect and engae with the people your sending your sales messages to.

3. Bounce Rate

e-mail bounce rate has a negative effect on successful e-mailsBounce rate refers to the number of messages that never make it to somebody’s inbox. What percentage of your sent e-mails do not get delivered? There can be a couple of reasons for this; incorrect e-mail address and server rejection are the two main culprits. It goes without saying that bounce rates want to be kept as low as possible. You can work on optimising e-mails with low open and response rates but e-mails that don’t even make it to a person’s inbox are a waste of time.

The industry average bounce rate is approximately 2-5%. As a salesperson if your bounce rate is much higher than this it’s time to step back and assess the way you find e-mail addresses and your search quality.


4. E-mail Engagement vs Message Type

which e-mails are most successful?Salespeople rely on hundreds of different automation tools to help them do their job more efficiently. But are you using the right ones at the right time?
For example- are you using e-mail templates that have been proven to work by companies such as Yesware and MailChimpOr are you creating e-mails yourself everytime you reach out to somebody?
Are the follow-up e-mails automated or do you review each e-mail and try a different tactic when reaching out to somebody who doesn’t respond?
If you work through all of these metrics as a team you can crowdsource the best tips from different people within your team. Perhaps someone has a great e-mail template they can share?

These answers will vary but it’s critical that salespeople track the level of e-mail engagement and compare it to the type of messages they are sending for optimum results.



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