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Cold Email Conversion Rate: Failproof Guide

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Published on
August 29, 2022

Email has shown to be one of the most effective digital marketing methods for increasing engagement and sales conversion rates.

Conversions, on the other hand, are the last stage in a process that begins in the inboxes of potential clients. If conversion rates are your main metric for success, you're only getting half of the story of cold email conversion rate.


What are conversion metrics, and what do they mean?

Performance increases in environments where it is monitored. You may readily find areas where you can improve by tracking the metrics shown below.

In addition to tracking, you must understand what the data are telling you in order to respond correctly. What can you do, for example, if your open rate is low?

Continue reading for the answers.

What are conversion metrics, and what do they mean?

Bounce Rate

The bounce rate indicates how many of your cold emails failed to deliver. There are two types of reasons why an email might not deliver:

When you have the right email address but the recipient's inbox is overflowing, a soft bounce occurs. When an email address you're sending to doesn't exist, the server can't deliver it.

In essence, your bounce rate is the most accurate reflection of the quality of your email list data for cold email conversion rate.

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Open Rate

The open rate indicates how many of your email subscribers really opened it. Open rates by themselves aren't particularly compelling indicators of success, but they may help you see how various components of your cold emails are functioning, such as:

Subject lines: If your open rate is poor, it might be because your subject line isn't detailed or appealing enough. A/B testing different variants or including the recipient's name in the subject line are both good ideas.

Timing: You're not the only one battling for your prospect's attention in his or her email. If you have a poor open rate, try sending emails at different times to see if you can get to the top of the inbox.

Response Rate

Cold emails are simple text messages that are intended to elicit a reaction. The amount of individuals that open and respond to your email is referred to as your response rate. In comparison to an open rate, this is a considerably greater indicator of purpose.

Consider the following if you want to boost your response rates:

Make it obvious who you are and what you stand for through your body language. Here, honesty and clarity are some of your best allies.

You will not receive many responses if you target the incorrect crowd for cold email conversion rate.

Conversion Rate

The conversion rate is the percentage of people who read your email, click through, and sign up for your offered offer (a demo, a white paper, etc.) or buy anything.

Consider the following: This number is the most powerful indicator of how successfully your cold emails move customers into the sales funnel.

A clear call to action informs your prospect about what you're giving and what they need to do to get it.

Landing page: Make sure the language and design of the landing page are captivating, with few distractions.

conversion rate

How may conversion metrics be measured?

Conversion rates may usually be calculated using basic mathematics. Your email service provider should also include these in your campaign dashboard so you can view and analyze the data in real time.

Conversion rates may be computed using the following formula:

Open rate: Number of unique opens / number of successfully delivered emailsBounce rate: Number of failed deliveries / total number of emails sent

Rate of response/reply: Number of distinct answers / number of distinct email openings Number of unique conversions / number of unique email opens = conversion rate

Conversion metrics assist marketers in streamlining the measurement process and visualizing the ROI.

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The four guidelines for delivering effective cold email

Consider the following numbers: The average cold email response rate is 1%, which implies that out of every 100 persons you email, just one responds (and probably bothering the other 99).

Meanwhile, an email phishing attack's average success rate is 0.1 percent, which isn't much better than the 1 percent response rates that marketers and salespeople receive with cold emails — they're uncomfortably close.

The four guidelines for delivering effective cold email

The point here isn't that email is a broken channel. Instead, the underlying issue is that we've been doing things incorrectly. We haven't delivered the sort of service that potential consumers demand.

For the past couple of years, as VP of Growth, I've been working on scalable solutions to this challenge. In this article, I'll reveal my top tips for crafting powerful sales emails that convert.

It all comes down to these four steps:

Detecting motive.

Fit assessment.

Selecting the Correct Channel (may not be email).

Making your message unique.

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1. Determining Intent

Most sales and marketing teams have spent the last 15 years focusing on increasing traffic to their websites and setting up traps (such as lead forms) to collect contact information.

It works, but it is also somewhat passive. We improve our sales funnel, then sit back and wait for folks to come to us. As a result, we miss out on hundreds, if not thousands, of additional prospective clients who never visit our website.

Determining Intent

Because here's the thing: viewing your website is only one way to demonstrate purpose. People may exhibit intent — that is, they can signal that they are interested in your answer – in a variety of ways. Several triggering circumstances indicate that someone is a strong candidate for Drift:

When a business implements new technology,

When a business appoints a top leader,

When firm personnel are reading about certain topics,

So, for the past few years, I've been attempting to figure out what my potential consumers are looking for before they visit my website.

I've been trying to figure out who they are and what their problems are so that I can address them before they get too huge.

I make an effort to contact them before they contact me. So when my "cold" email arrives in their inbox, it is anything but chilly. It feels like I foresaw the future, provided value right away, and was one step ahead. This results in much increased open rates, engagement with calls to action, and response rates.

To learn much more...

The Clearbit newsletter contains information about detecting intent, as well as other topics. We only transmit once a month (and exclusively in English).

2. Fit Assessment

Of course, not everyone who expresses interest in your product or service is a suitable fit. That's why marketers have been focusing on defining target markets and creating customer personas for years.

We can now get more scientific about how we evaluate fit thanks to the development of new data enrichment and predictive lead-scoring systems.

For example, after Drift has identified a firm that has demonstrated intent, we utilize Clearbit to expose a wealth of information about that organization, including...

What technology do they already employ?

How many people are employed there?

What is their financial situation?

All of this data is really beneficial since it helps us to rapidly determine whether or not a firm is a suitable fit. Then, using organizations that have already converted into customers, we may create a lead-scoring model retroactively. This information is also necessary for customizing your value offer and selecting the most effective call-to-action (case study, whitepaper, webinar, etc).

We also utilize MadKudu at Drift, which assigns a lead score to each firm we examine, ranging from "Very Good" to "Poor."

When you're having a discussion in Drift, here's a snapshot of Clearbit data enrichment with MadKudu lead scoring:

You may then focus your sales process on converting them if you've detected intent and observed that a firm has a high lead score. To do so, you must first select the appropriate channel.

Fit Assessment

3. Confirming that email is the best medium for your message

One of the most common errors we make as marketers and salespeople is:

We've been sending cold emails to folks who are already on our website and seeking to interact with us through another channel (using standardized cold email templates).

So, a few years ago, I had this epiphany: instead of sending emails out to everyone who shows interest and is a good fit, we should start using the channel that is most relevant to them at the time. The finest sales email is pointless if your decision maker wants to interact through a different channel.

If someone from a firm with a high intent and high lead score is already on your website, you should reach out to them and offer them a demo or one-on-one in real-time through messaging. Following up with an email the next day makes little sense; they might have already switched to a rival by then.

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4. Making the Message Unique

Regardless of the channel you use, email or messaging, the key to increasing conversions is to create a tailored message that is relevant to the individual who will be receiving it. "Your first name isn't quite long enough."

It's tempting for marketers, in particular, to get caught up in crafting the perfect subject line for their cold emails. However, even if a large number of people read that email because the subject line is appealing, they will only convert if the message is relevant and answers an issue they are now experiencing.

The same logic applies in the SaaS realm to the many products and tools your organization provides. Don't spend your time messaging a potential consumer about Y if they've expressed interest in X.

The main line is that the content of your cold emails must be useful and relevant to the recipient. You'll be successful if you do it.

Last Thoughts

Today's top salespeople are friendly and approachable. They focus on the exact problem you're seeking to address rather than overwhelming you with generic messaging.

That wasn't occurring with the typical email strategy of "spray and pray."

Sales professionals must create great (and individualized) purchase experiences for their potential consumers in order to thrive today.

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