As part of the Café on April 30th, Dakota McKenzie of Yesware ran a Email Marketing Workshop covering a breakdown of ~500,000 emails they had reviewed.  The workshop had a great deal of interest and after a few of the Café guests asked for more information following the workshop Dakota was able to answer a few more questions and a link to the presentation.
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Dakota’s presentation was intended to make the audience consider how tracking email performance on a sales level helps you save a significant amount of time and money. The context of a marketing email is very different than a sales email and some of the information in this presentation supported that claim.
Question 1
Where did this data come from?
Answer:
9 high-tech B2B companies that are customers of Yesware.
Question 2
It looks like some of the templates used had very high open rates and low reply rates. What would attribute to that?
Answer:
Although I cannot be certain, it is likely that the context of the email or call to action were not direct enough. Sure, the subject line was a great choice based on the open rate, but the message within the email clearly didn’t resonate well with the recipient. Clearly you should keep the keywords you’re using in the existing subject line, but maybe you should change the body of your template. With the power of email tracking, you can compare the performance of open and reply rates with your new template vs. the old one. A/B testing can and should also be done by salespeople, not just marketers and engineers.
Question 3
Why do more people open and reply to emails in the morning and at night?
Answer:
Mobile devices make us more connected than ever which allow us to check our email than ever before. During the morning commute, you can see an uptick in open and reply rates because people are preparing for their days. The middle of the day is usually filled with plenty of work to do and meetings to participate in. Towards the end of the day, open and reply rates increase because people have more time to check their inboxes.
To investigate even further, the volume of emails being sent (gray bars on slide 19) significantly decrease in the morning and at night because fewer people are sending emails. If an email lands in the recipients inbox during those off hours, it’s likely sitting at the top of the inbox competing with fewer emails. Tools like Send Later will allow you to send emails during those off hours.