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According to TOPO, prospects open less than 24% of sales emails. That means three out of four emails you’ve agonized over and sent to buyers in the past month were likely not worth writing at all.
A study from Boomerang reveals the factors behind why some emails are opened, and others are sent straight to trash.
The data, based on a collection of more than 40 million emails, showed messages that expressed either moderate positivity or negativity evoked 10 to 15% more responses than completely neutral emails. But, reps should know, the research discovered too much emotion in messages resulted in similar response rates as neutral emails. “Flattery works, but excessive flattery doesn't,” Alex Moore wrote in the report.
The optimal length of an email has been much debated. But according to Boomerang’s data, emails between 50 and 125 words had the best response rates at just above 50%. Short and direct emails resonated best with prospects and earned a response.
However, the numbers revealed a fine line: Emails that were 10 words or shorter got a response just 36% of the time....
Ever wondered if it's better to write a longer or shorter sales email? Get the answer once and for all.