If you’re anything like us, your inbox is one of the first things you check when you start work each morning.
You’re not alone. 43% of people say they check their emails every few hours, 10% say they check them every hour, and 13% of people check them multiple times every hour.
Your inbox is the command center for your professional life and business.
That’s why you need to ensure you’re using it in the most efficient and productive manner.
To use your business email as effectively as possible, we’d recommend tracking your business email analytics and finding ways to optimize your usage.
In this guide, we’ll walk you through what type of analytics setup you need, the benefits of tracking your business email analytics, and metrics to look at.
What do we mean by email analytics for business?
Business email analytics is how you measure personal and team usage of their business email accounts. It’s different from marketing email analytics that you can collect using a tool like Mailchimp, and doesn’t focus on metrics like open rate or click-through rate.
Instead, business email analytics are all about metrics such as time to reply to customer emails, how quickly you can reply to new sales leads, and other useful metrics around your team’s email habits.
You can use tools like timetoreply to track the email metrics that will have a direct impact on your business performance.
Key benefits of tracking your email analytics
Visibility into sales and customer support activity
The first significant benefit of tracking your business email analytics is the insights into your customer-facing emails.
Email reply time matters:
- 77% of consumers say that valuing their time is the most important thing a company can do
- 78% of sales go to the first company to reply to an incoming sales lead
If your team is always replying to business-critical emails as quickly as they can, it’ll boost your customer satisfaction and lead to more sales leads.
To get insight into your sales and customer support email activity, look at metrics such as:
- Average time to reply to emails
- Number of incoming emails received
- Number of outgoing emails sent
- People your team interact with most
You’ll have visibility into how quickly your customer support team is replying to support tickets, and how long your sales leads are left waiting before they receive a response.
Once you know your average reply times, you can start to find ways to improve and optimize them by creating new processes, best practices, and systems that help your team.
Facilitate goal setting and KPIs
By tracking your business email analytics you can set goals and KPIs for your team.
Rather than only focusing on lagging metrics like:
- Improve net promoter score
- Improve customer satisfaction
You can focus on setting goals around the input metrics, such as:
- Improve time to close support tickets
- Reduce average time to reply to sales inquiries
If your team can focus on activity-based goals, the output of those goals will lead to the high-level goals and KPIs that you care about.
Using timetoreply you can easily set and track goals around your business email activity.
Improve customer satisfaction
Replying quickly to your customer support tickets and questions is a simple way to boost satisfaction.
In fact, long waiting times before replies are the number one cause of social media complaints about companies.
By measuring your customer support team’s email analytics you can track how long it takes for reps to respond to customers, how long it takes to resolve tickets and measure how your metrics are improving.
Over time, your analytics will provide you the data you need to make decisions that enable you to meet your service level agreement goals, reduce churn, and improve customer satisfaction.
Close more sales leads
Closing more sales deals isn’t the first thing that comes to mind when thinking of email analytics.
But, there’s a direct relationship between how effectively you can manage your inbound emails, and how many leads your team will close.
How does this work in practice?
Using a tool like timetoreply Sales, you can connect to your sales teams’ existing inboxes and see insights to help them optimize their reply rates, contact success rate, and close rate.
You can use your data to inform decisions and optimize your inbound sales funnel, resulting in closing more deals with your leads.
Key business email metrics to track
Average time to reply
This metric gives you a clear picture of how long it takes for everyone in your organization. You can break it down into more granular metrics, such as average first reply time, overall reply time, and overall forward time.
Emails sent and received per day
As the name suggests, you can see how many emails your team is receiving on an individual or group mailbox basis. If the volume is high, your time to reply can be negatively affected. It’s a good indicator of whether you need to create new systems to improve team email productivity, or if you need to hire new team members in your support or sales team.
You can also track how many emails your team is sending. Number of emails sent is an effective indicator of how active your support and sales team are. Naturally, it will also depend on how many emails your team is receiving, the complexity of inbound emails, and more. This is most useful if you’re running outbound sales campaigns and want to set activity-based goals for email outreach to new prospective clients.
Conversations awaiting response
This metric will help you see how many open conversations your team has.
If it’s too high, it may indicate that you’re not closing support conversations effectively, or your sales leads aren’t taking control of conversations with sales leads.
How to track your analytics for business emails with timetoreply
Tracking all of this manually would be impossible. There’s too much going on in your business and in your team’s days to make a note of every email they receive and send.
If you want to start measuring your business email analytics, timetoreply is for you. Our email analytics will give you instant insight into the metrics that matter around email performance.
timetoreply works with o365, Microsoft Exchange, Gmail, and custom IMAP inboxes, and you don’t need to install any software. You’ll have complete visibility into your personal and team’s email performance, for sales, customer support, and any other function where email makes a difference.
You can get started with a 15-day free trial to see how it can help optimize your email productivity.