Email remains one of the most effective tools for prospecting across industries, especially when executed strategically. Success is rooted in personalization, simplicity, and scientifically validated approaches to improve email metrics.
1. Key Email Metrics to Track
Tracking the right metrics allows for targeted improvements. Focus on:
- Delivery Rate: The percentage of emails that successfully reach the recipient’s inbox.
- Open Rate: The percentage of recipients who open your emails.
- Reply Rate: The percentage of recipients who respond to your message.
2. Optimizing Delivery Rate
The delivery rate is influenced by several factors:
- Email List Quality: While email addresses listed in Resquared are highly accurate, users should occasionally review the addresses for any rare errors. Ensuring the accuracy of your list helps maximize deliverability.
- Message Content: To avoid being flagged by spam filters, use plain-text emails. This means avoiding images, special formatting, attachments, and unnecessary links.
- Domain Reputation: If your emails are marked as spam, it can damage the reputation of your sending domain, decreasing your overall deliverability.
3. Types of Small Business Email Addresses
For businesses with fewer than 10 locations, our data shows that emails sent to generic addresses like info@company.com perform nearly as well as emails sent to addresses with a specific person’s name. The open rates for these emails show only a +/- 2% variance, meaning they are statistically equivalent in their likelihood to be opened. Additionally, these generic addresses are just as likely to reach the owner or decision-maker in small brick-and-mortar businesses.
4. Increasing Open Rates
The primary driver of open rates is the subject line. Keep the subject short, casual, and relevant to the recipient. Testing different subject lines over time can help refine your approach. Avoid overloading the subject line with unnecessary details or overly formal phrasing.
Effective Subject Line Examples:
- "Inspection next Wednesday"
- "Looking to connect"
- "Quick question for you"
5. Improving Reply Rates
The main goal of your email should be to get a response, not close the deal. Keep the email concise and focused on a single question or call-to-action.
Best Practices:
- One Clear Ask: Make it easy for the recipient to respond. For example, ask if they’re interested in learning more or expanding their operations.
- Plain-Text Format: Emails in plain text are more personal, bypass spam filters, and typically result in much higher reply rates compared to formatted emails.
6. Two Effective Email Templates
Here are two general templates that work across industries and are designed to maximize engagement:
Template 1
Subject: Inspection next Wednesday
Body:
Do you have a company that does [Property Service] for you?
If not, I could stop by next Wednesday for a no-cost consultation. We work with a few other [Category] in the area and could share how it’s gone with them.
Thanks,
[Your Name]
[Your Company]
[Your Phone Number]
Template 2
Subject: Opportunity in [Location]
Body:
Hi [Name],
I'm working with a property in [town]. We have a space available for [use case]. Do you have any plans to relocate or expand? I was reading about [business_name] and thought you might be a good fit. Let me know if you'd like more information or to set up a tour.
Thanks,
[Your Name]
[Your Company]
[Your Phone Number]
7. Importance of Personalization
Personalizing your email increases engagement. Use the recipient’s first name or business name to create a more personalized and authentic connection.
8. Avoiding Spam Filters
To maximize your chances of reaching the recipient’s inbox and not the spam folder, follow these tips:
- Avoid words and phrases that trigger spam filters (e.g., "free", "opportunity").
- Skip HTML formatting, images, and links to avoid automatic filtering.
- Use the recipient’s first name when available, but avoid generic greetings like "Hello" if you don’t have it.
9. Common Mistakes to Avoid
- Generic Subject Lines: Make the subject line relevant and personal to increase interest.
- No Personalization: If the recipient feels they’ve received a mass email, they’re less likely to respond.
- Too Much Information: Don’t overload your initial email with details. Keep it brief and let the recipient initiate further engagement.
- Spammy Words: Avoid phrases that are commonly flagged by spam filters or misleading subject line strategies like "Re:" when it’s not a reply.
10. Signature and Closing
End with a simple signature that includes your name, role, and contact information. This helps humanize the email without using HTML that could trigger spam filters.