How we make sure your prospecting emails get opened
Here’s something worth knowing about open rates: Sopro prospecting emails enjoy a 30.4% open rate compared to the industry average of 18%.
Which is to say that your email will be read by 68.8% more prospects.
And, that’s great news, because that’s many more who are likely to respond, engage and become a lead.
So, we thought we’d share how it is that we can boost your open rate by so much, without even asking you to lift a finger.
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Here are four of the steps we take to make sure your prospecting emails get opened.
Use live data
Optimise your send times
Take account of your target sectors and roles
Nail your subject line
1. Use live data
Getting your email delivered is the first challenge in getting it opened – and relying on a bang up-to-date list of contacts is critical here.
As a rule of thumb, we change employers – or switch roles within a company – about once every three years. That’s 12 times over our working life – and the traditional B2B database simply cannot keep track with this rather irritating habit of ours.
Within two years only 45% of a static database is still viable – and after four years, just 20% will hit the intended inbox.
That’s why, at Sopro we only ever work with real live data sourced from reliable networks, such as LinkedIn, and scrupulously verified by our expert team.
We strongly suggest you do the same.
2. Optimise your send times
The best time to send your prospecting email is not as soon as it is good to go.
We base our send times on our historic data to help us optimise our open rates. At last count we were deep-diving into over 25 million prospecting emails sent to 82 industries to look for the data that reveals the optimal time to send.
We use all of this to understand exactly the best time to send an email to each audience segment.
There’s not much difference when you look at overall open rates by day alone, but when you start factoring in specific hours, industries and job roles then it really becomes crystal-clear what the best time to send to specific types of individuals, with specific job functions in different industries. When you think about it when a CEO in a tech firm is open to new ideas and supplier relationships is likely to be quite different from an HR manager working in Oli and Gas…
3. Take account of your target industries and roles
If you’d like to understand exactly how a specific industry, job role or company size is likely to affect your open rates – or, for that matter, your response and lead rates – then our rather handy tool can help you crunch the data automatically and gain instant insight.
Once you are in that inbox your prospect really doesn’t have much to go on as they decide whether to open, mark as spam, ignore or delete.
Here’s the three deciding factors that you are in control of when your mail pings into their inbox:
Your display name
Your subject line
The date and time sent and email size.
Without doubt the most significant of these is the subject line. We have pivoted and crunched the data from our 25 million plus emails to let you know what will get you more opens from your subject lines.