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Outbound prospecting is significantly more successful when preceded by an email. Email tends to soften the target audience to the call and provides reps with information to refer to during prospecting calls.
Email metrics provide valuable information for lead generation, including which prospects are most interested and what they are interested in.
There are two main email metrics that can help marketers’ outbound prospecting efforts: open rate and click-through rate. Click-through information generally is more useful than open data. This is especially true because many email clients block images, so the open is not counted. By clicking through to your website, prospects are showing active interest.