For that, you should try sending a message in the late afternoon: 6 p.m.–8 p.m. So if your email has a CTA which prospects could perform in less than five minutes, there’s a chance they will do this on the spot. People tend to tidy up loose ends before going home, so they check their inboxes before leaving work.Sending emails during lunch, as well as slightly before and after, it is a waste of time.Emails sent in the morning (7 a.m.–9 a.m.Generally speaking, what we’ve observed is as follows: I don’t want to create any rules, because it’s really a very specific field, and the best thing you can do is to test it yourself. In sales emails, the trick is to observe behaviour and make assumptions for your targets. In marketing emails, you basically pick few slots and test which performs the best. Subject and preview have the biggest impact on open rates. What do you measure in subjects? Open rate. ![]() Such a subject very often has a high open rate and is vague enough to match your email’s content. But there’s one thing you should test: “Quick question/feedback”. As soon as recipients discover that the subject was a mock-up and doesn’t relate to the content of the email, they’ll not only lose interest, but also will be annoyed, and that’s a short track to the “mark as spam” button. Don’t cheat – that’s why I’m suggesting coming up with the subject at the end.What we got was 38% OR in the campaign with the company name, and 16% OR in campaign without the company name. In one of our campaigns, we tested a subject with a company name in it and the exact same subject without a company name. Nevertheless, it’s worth testing this: “Hey ”. Also, if you think about it, you’ll realise that a lot of cold emails include this name + company personalization scheme. Try not to personalize, because nowadays this is the domain of spammers and Google could treat you like one.Keep it short and avoid capital letters (it’s not a discount from your favourite shop). Maintain a conversational style in your message – do you write to your colleagues with subjects in capital letters? I bet you don’t.Write it as last, so it matches the body.So how do we achieve high response rates? I’ve prepared a step-by-step guide for you: 1. It’s probably the simplest spreadsheet you can get. Conversion: How many responses did you get?.Quality: How many emails reached their destination (deliverability) and were opened?.Action: How many cold emails did you send?.Here’s an example of a cold email campaign: These three things will help you to track your performance and identify bottlenecks, and point you in the right direction. Behind this acronym stand Activity, Quality and Conversion. As the Close.io team explains ( ), AQC is a simple and easy way to control metrics. There’s a sort of recipe for that, but before describing it, let me introduce you to AQC metrics. ![]() So the right question to ask now is “how do we achieve high response rates?” Response rate and conversion from demo to deal are the numbers you should outperform. Do you know why? Because follow-ups in sales emails receive between 20% and 30% higher open rates. Every time the Growbots team achieves a poor open rate (less than 40%), we wait two days, and then send a follow-up. Open rate is definitely worth watching, as it allows scope for improvements in subjects and time of sending, but it’s not the most important thing. In marketing email, you can’t send a follow-up a response isn’t what is required. Why? Because cold email campaigns have a set of different rules to marketing email campaigns. Let’s start with the statement that response rate is the only metric that matters. He’s also an automation freak & growth geek.įollow Greg on Twitter or check out the Growbots blog for more great sales-focused resources. ![]() Greg Founded 3 companies in China & Europe before Growbots, and is responsible for more than 200 web and mobile apps. This week we have a guest post from Greg Pietruszynski, CEO & co-founder at Growbots – A.
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