Overview: A measure of the quality of prospect and customer email engagement by a given rep as indicated by the level of responsiveness of contacts they’ve emailed.
Why it’s important: This card provides a measure of how frequently customers and prospects are engaging with you or your team’s outbound email efforts and gives you an up-funnel indicator of the quality of selling behavior that’s taking place. Think of it like a smarter version of email response rate.
This engagement rate provides a gauge of how responsive and engaged customers and prospects are to a sales rep’s outreach. Within a team of reps performing the same function, higher email engagement rates may indicate better objection handling, better targeting - reaching out to the right people at the right accounts, better value communication in the messaging being used and, down the funnel, can be indicative of deals that are in control and being jointly worked towards a close.
Who it’s useful for: SDRs, AEs, AMs, and sales managers.
Definition: Email engagement rate is a percentage measure of the inbound emails from customers and prospects divided by the outbound emails to those same individuals.
The way this card works is as follows:
- First, we identify all outbound emails a rep has sent during a given time period. For this calculation only (note that this is different from the emails sent card) each email to each person is counted separately, so an email with three recipients will count three times, once for each recipient.
- Next, we capture the specific external email addresses a rep has sent outbound emails to during a given time period and group those individuals by account.
- Then, we count the total number of inbound emails from that defined set of email addresses, again grouped by account.
- Finally, to calculate engagement rate, we divide inbound emails over outbound emails (as defined above) for each account, which can be seen on the back of the card, and for the rep overall.
What data is used?: Inbound and outbound email data from each individual’s Gmail account.
Alerting: Alerting for this card is based on a trailing 30 days timeframe. It compares email engagement rate for the trailing 30 day period to the average across the prior six 30-day periods to determine whether engagement rate has increased or decreased over time and thus whether to trigger a personal alert. Peer alerts compare each rep’s email engagement rate for the trailing 30 day period to that of his peer reps. The escalated version of this alert looks at a 90-day view.
Back of Card: The data on the back of this card shows, grouped by account, the Opportunity Name of any associated Opportunity, the email engagement rate for that specific account, the opportunity Stage for the associated opportunity, and the size of the associated opportunity. With these details, this card can also be used by AE teams in their pipeline review meetings to show deals that have good communication heat, and those where communication seems to be non-responsive.
How to use it: For a team of SDRs seeing different outcomes from the same quantity of activity, a differing email engagement rate may indicate different qualities of some of those activities. There may be something about the approach those reps are taking towards objection handling or value messaging that we can coach the rest of the team towards.