Whenever you are reading one of your email statistical reports, you are able to ascertain a remarkable amount of information about each and every missive you’ve sent in your campaign. You can tell:
- Whether or not they opened your email
- How many times your email was opened
- The dates and times they opened your email each time they opened it
- Whether or not they clicked any links in your email
- The dates and times they clicked each of the links in your email
- Which links they clicked and how often
But how do you identify who is most likely to become your client? By Email Prospect Scoring!
A 1 to 100 Score on Each of Your Prospects
The information in your email reports is certainly impressive, but it needs to be translated into a format that can actually provide insight into each individual recipient and their likelihood for becoming a client. The best way to do this is to score each prospect on a scale of 1 to 100, with the higher numbers being the individuals who are most likely listing or buying through you. Here are some sample criteria and relevant scoring you may want to adopt:
- Never opened an email: 1
- Opened an email less than 3 times but never clicked-through: 5
- Opened an email 3 to 5 times but never clicked-through: 8
- Usually opens your emails but never clicks-through: 10
- Clicked-through once with no further activity: 20
- Clicked-through twice with no further activity: 25
- Usually clicks-through but with no further activity: 30
- Registered for webinar or other event but did not attend: 40
- Inquired by email: 50
- Inquired by a telephone call: 55
- Registered for webinar or other event and attended: 60
- Listed property with a competitor: 70
- Listed as FSBO: 80
- Requested a listing presentation: 85
- Referring others to me: 90
- Informed me they are ready to list or buy with me: 100
Don’t Waste Resources on the Very Low Scoring Prospects
With some of the very low scoring, single digit type of prospects the statistical realities point to concentrating on these individuals in order to convert them to clients as being a very low percentage, Hail Mary Pass sort of process. There are plenty of higher scoring email recipients who are going to be far more receptive to your approaches than the ones who simply take up space on your email newsletter subscription list but do not react no matter what you do.
Focus on Raising the Score of Each Email Recipient
Most of the lower scored prospects, especially those between 10 and 40, may be converted to a higher level of activity by simply analyzing how you’re approaching them and fine tuning your approach by asking yourself some basic questions you may have overlooked:
- Is my Subject line relevant to the prospect segment that I’m sending it to?
- Is the Subject line formatted properly (headline format, caps for all first letters)?
- Is my Subject spelled correctly? Is it correctly worded?
- Is my text content clear & relevant to that prospect segment?
- Are all links within the email working correctly?
- Are all graphics included in the email loading correctly and swiftly?
- Is my call to action clear?
- Can my text content be improved on a spelling, grammar or readability level?
- Is my contact information correct and prominent?
- Are the details in the email accurate and up-to-date?
- Are the merge fields inserted properly throughout the text?
- Am I sending the email at the best time and day of the week?
- Has someone else double-checked the message?
- Have I sent a test message to myself?
By following this process you may be able to identify problems inherent in your email campaign that are holding back your prospects from scoring more highly on your criteria. The goal is to move these prospects up the scoring ladder until you are able to trigger personal contact from them. The more personal the contact, the greater the opportunity you have of developing a client relationship with them. Email prospect scoring can boost your entire campaign and drive closings!