How to Track an Email and Never Lose a Prospect Again
Your job consists of making pitches, selling products, and getting clients.
But every time you send an email, there are only crickets. And you’re plagued with doubts.
Did they ignore your email?
Did it end up in their spam folder?
Did you accidentally offend them so much they’ll never do business with you again?
These kinds of questions can distract you. But worse, they could all be true.
But it doesn’t have to be that way. In this article, you’ll learn strategies for knowing exactly what your prospects are doing with your emails, and you’ll get some specific, actionable ways to never lose a prospect again.
First, we’ll cover the problems and benefits of email tracking. Then I’ll give you a step-by-step process for ensuring every email ends up in the right place.
You’ve worked hard to get those leads. You deserve to get sales from them.
Let’s get started!
The problem with emails that disappear into the black hole
Perhaps you’re not that concerned with your emails. So what if they don’t get read? That’s why you contact lots of prospects, right?
Well, not to sound alarmist, but you’re losing valuable business every time you let an email slip through the cracks. Specifically, you’re faced with four problems.
Let’s talk about those next.
Problem #1: You can’t follow up effectively
Sure, you can send another email to a potential client.
But without knowing if they read your first email, should you repeat yourself? Should you cover additional information?
You shouldn’t let your emails go to waste, especially when Chief Marketer reports that email is the top performing channel for B2B marketers.
On the one hand, you don’t want to sound long-winded or condescending. But you also don’t want to leave out critical factors determining whether you get the sale or not.
Problem #2: It’s impossible to tell what people think of you
There are only three responses to any email.
Either the person you’ve contacted is very interested, unimpressed, or offended. If they’re very interested, they’ll contact you.
But if they’re not that impressed with your pitch (or heavens forbid, offended by it), you have no way of knowing.
If they read your email and don’t reply, you know something is up. But without that knowledge, it’s impossible to know if they even received the email at all. Your outreach efforts are crippled by a lack of information.
Problem #3: There’s no way to improve or test your pitch
Every good salesperson wants to improve the effectiveness of everything he or she does.
But how can you do that without knowing whether your emails work or not?
Of course, you can jduge by whether they make the sale. But there’s a huge number of contact points that build up to that sale. By constantly adjusting and improving those contact points, you can build out a sales funnel that makes every email an effective call to action.
Problem #4: You’re losing sales every day
Let’s face it: every prospect that doesn’t follow through with your communication is money you’re leaving on the table.
Of course, you won’t be able to close the sale with every client.
But why leave yourself with a wide-open blind spot? Every email that slips through a faulty system prevents you from making that sale—probably ever.
Why would you do that to your sales record?
Thankfully, you don’t have to. Enter email tracking.
The benefit of email tracking
Email tracking is the one solution to all those problems. At its heart, email tracking gives you the ability to see who opened your emails and clicked on the links they contain.
Even better, you get detailed information about each open, including:
- Where someone opened the email
- When someone opened your email
- How many times someone opened your email
- The browser, operating system, and device someone used to read your email
That’s a lot of data! Here’s how you can use it.
If someone opens the email…
When you see that someone opened the email you sent, you can take a few different actions.
None of them is right or wrong—it just depends on your personality and communication strategy and style.
When you see an email open, you can:
- Follow up with the prospect immediately. Often, the best time to follow up with a prospect is immediately after he or she opens your email. They won’t know you based this off of their actions. They’ll just see it as a perfect coincidence! Besides, you know they’re in their inbox, ready to reply.
- File it away (mentally or in your CRM). You don’t have to make immediate contact to make good use of the information you get when someone opens your email. You can mentally record that they opened your email, or even track emails in a CRM like Salesforce.
- Customized your follow up based on link clicks. If your email has a handful of links, you can see what content is most important to your prospect. If you include links to your pricing page, about us page, and most recent blog post, you can learn a lot. Did they stop responding right after reading your pricing model? A discount might be in order!
- Target high-interest email threads. If you send an email that gets opened multiple times in a few days (or in multiple locations), you can bet that’s an email that’s been forwarded to someone else on the team. While you might not have contacted the right person, you should make this thread a priority, since it’s getting sent to decision-makers.
But sometimes, the email isn’t opened at all. If that’s the case, you can quickly take the next action to close the deal.
If nobody opens the email…
- They’re on vacation. This is probably the best of all non-opened options. Give the email a week or so, then send a follow up.
- Your subject line wasn’t interesting enough to read. Yikes! If someone is regularly checking their inbox but didn’t open your email, it could just be because you didn’t make it interesting enough to read. When you follow up, use a more compelling subject line.
- It ended up in spam. If nobody read your message, it could be that it went straight to their spam folder. While this is a disappointment, it’s not the worst result. Another followup should help resolve the problem. If a more creative subject line doesn’t work, consider replying to your previous email. This “re:” in front often prevents frequent senders from ending up in spam.
- Email isn’t how your prospect wants to hear from you. It isn’t common, but there are a few people who just don’t use email as their primary form of communication. Giving a phone call or printed letter might be a more effective way to communicate. Since this is so rare, it should probably be your last resort—but it’s still a way to ensure you don’t lose a potentially interested prospect.
So, how do you set up email tracking that will give you all this information?
I’m glad you asked. ContactMonkey happens to have a simple, user-friendly process for tracking emails and sending the data directly to you.
How to set up email tracking with ContactMonkey
So you’re ready to get started tracking your emails. You want to make sure you close every sale you can, increase your revenues, and make good use of your time.
Good for you! Here’s how to get started.
Step 1: Download ContactMonkey
You’re going to start by downloading ContactMonkey.
Luckily for you, ContactMonkey is email tracking software that works with both Gmail and Outlook. You can download it immediately.
There’s no risk, either, since ContactMonkey comes with a 14-day free trial.
Step 2: Send an email with Outlook or Gmail tracking
To track your emails, you’ll need to send one first! In Gmail, just click on the compose button.
In the window that opens, click on “track email” and “track links.”
That’s it! Go ahead and send the email.
Step 3: Get notified when it’s opened
When someone opens your email, you have a few different ways of finding out.
The first and most immediate is the browser notification you’ll get. This is especially helpful if you want to follow up right away.
The second way is to review the number of total opens from the body of the email. If you have a long email thread, this is a great way of tracking every open. You’ll be surprised how many times your prospects open your most popular emails!
This is a great way if you’re looking for the success of individual emails.
Finally, you can review the recent activity on your emails from the ContactMonkey sidebar.
Plus, you can view the data and statistics for each email you sent using the analytics tab in the sidebar.
Which days are best for your prospects?
Which subject lines are above-average performers?
Which cities have your most responsive leads?
These questions become a cinch using the ContactMonkey data provided in the analytics tab. It’s a full-featured email analysis program included for free with your mail tracker app.
Now that you know who read emails you sent, it’s time to make the next move!
Step 4: Follow up however you like
Of course, this is up to you. You can follow up however you like, based on the techniques I mentioned earlier.
Typically, a format like this will work well to engage prospects that opened your emails but didn’t reply:
- Immediately after opening, or one week later: Send a reply to the earlier email
- Two weeks: Send a new email with a different subject line
- One month: Send a final check-in email offering a special discount or promotion
And here’s a schedule for following up with emails that your prospect didn’t open at all:
- One week later: Reply to the earlier email
- Two weeks: Send a new email with a different subject line
- Three weeks: Follow up on a different channel, like phone or mail
- Four weeks: Send another email with a different angle
Either way, you can easily follow up with anyone you send an email to. And of course, test these strategies and see if they work for you, or if there is another more effective method for your specific business.
Never lose a prospect again
With today’s technology, there’s no excuse for losing a prospect simply because you couldn’t track the emails you sent to him or her.
Instead, create a bulletproof system for following up and maintaining contact. You’ll be able to increase the number of sales you make and keep your leads organized and engaged with your company.
Don’t let your hard work go to waste.
Start tracking emails today.