There’s no such thing as a perfect customer, but if there was, would you know what they looked like? Would you know where to find them, what they needed to know, and how much they’d be willing to pay?

And more pertinently, do you know enough about your existing leads to guide them towards being perfect customers?

The CRM Dashboard

CRM, or Customer Relationship Management, is an important tool to serve and engage the lead to turn them into a paying customer.

By having a customizable CRM Dashboard, you’ll be able to see where every individual lead is within your sales pipeline and view every piece of information your company holds about them, along with being able to run more generalized reports to build a profile of what your perfect customer may be like.

This helps in two distinct ways.

First, the customer that is being dealt with at any time by your sales team can be looked up in the system, and the salesperson will know how to handle them. They will know what the lead is interested in, how they found out about the company and the products, and more specifically what products they like and potentially the price range they are looking at. It will be obvious if they respond better to phone calls or emails, and the salesperson’s approach can be tailored to match this.

CRM Dashboard - lead activity

The benefit is that this puts the customer at ease, makes them feel valued, and makes them more likely to close the deal with the salesperson.

The second way this helps is that the overall profile that is built incorporating all customers will show you the most common way the customer found your business, the most popular product, how the sale was closed, and the price that was paid. From this, you can determine the best place to focus your marketing activities, as well as producing a sales forecast that matches the reality of what to expect within your market.

crm dashboard - revenue analysis

While this might sound a little complicated, it’s actually quite the opposite.

Custom dashboard controls

A CRM Dashboard loaded with all this information might not be as effective as you would at first imagine. When presented with a large amount of information, it is common for the human mind to become overwhelmed and to cherry-pick the information that best suits the worldview the brain wants to see – not what is actually happening or relevant.

With this in mind, LeadSquared provides the opportunity for putting together your own CRM Dashboard that puts the information you NEED to know right in front of you. You can choose the most relevant and important reports that will give your business the competitive edge to dominate the competition.

The Lead Activity Report, for example, will show you the progress of all your leads through the sales pipeline. A numerical figure representing those at each stage of the pipeline will be shown in the report, instantly allowing you to assess the effectiveness of the sales pipeline.

crm dashboard - sales funnel

By drilling down into the information, you can find out what individuals are doing within each stage – both leads and salespeople.

The information that is tracked not only includes digital input (such as landing page responses, site browsing activity, and email campaigns) but also real-world actions taken by the sales team, such as making phone calls or arranging meetings.

By configuring your own settings to evaluate the strength of your leads, each lead can receive a score that enables the sales team to know who to tackle next. The highest scoring leads are those that most closely match your perfect customer, so your salespeople can convert those leads into sales more easily than other less-perfect leads.

While all the leads will be dealt with in time, it is conducive to good cash flow that the easy conversions are completed first – why would you make life difficult for yourself? Of course, if you don’t use a CRM Dashboard with this kind of information available, that’s all you are doing – making life unnecessarily difficult for your sales team and your business.

Discovering New Metrics

While CRM has obvious uses as above, other information may come to light that helps you to target your business. As part of the process of tracking the leads, their geographic location will be stored. This allows you to add a report to your CRM Dashboard that shows the most common locations for leads to be from – and the most common location where leads become customers.

crm dashboard - detailed revenue analysis

This will help you to run advertising campaigns that draw in leads who are more likely to convert. If one area, in particular, is never converting, you’ll either need to change your approach or advertise elsewhere.

You might also find other important information in age ranges, gender, or the current position of the lead within their company. Any information that is stored can be useful in building the picture of your perfect customer and will make your sales process going forward much more reliable.

Customer Analysis

The Customer Analysis Report is another section that can be included on your custom CRM Dashboard.

You’ll easily be able to see how many leads were turned into customers over any given time period, as well as finding out how long it takes your sales team to complete this process. With the real-world tracking being included, it will become easy to spot the activities that are most likely to make this happen.

Some markets respond well to emails, and some to phone calls, while others prefer text messages or face to face meetings. You might think you know your market, but do you have the statistics to back it up? Using a CRM Dashboard might make you rethink your strategy for the better.

sales dashboard pipeline report leadsquared

You can’t guarantee that any lead will turn into a customer, but you can give yourself the best chance of understanding the needs of your leads and working to exceed them by tracking all the relevant details and accessing the reports you need easily.

Your business and your leads deserve the best, and you can give it to them when you use CRM to your advantage.

How is your business doing? Are things going well and sales are coming in? Is your star salesperson performing equally well every month? Can you say with certainty that expanding into that new area has improved your figures more than you could have hoped for?

Or are you just aware that sales are coming in…and that’s all you know?

Business dashboard

Reporting for Duty

In order to grow your business, you need to know where you are starting from. You need to know the day-to-day changes, and how every person on your team is performing. The problem for many businesses is that they don’t run in exactly the same way as any other business, and this presents a problem when using a prebuilt reporting system.

The information you need to make sure your business runs successfully needs to be relevant directly to your business, and not be overcomplicated. So how can you get an overview of your business without any unwanted extras?

The Business Dashboard

With LeadSquared, you can build your own unique dashboard to show the information that only you need to see. While it can seem like a great idea to have access to as much information as it is available, it’s much easier to understand if you can present that information in a way that is easy to digest.

With robust reports that provide all the information you could ever possibly need, LeadSquared allows you to put together a custom dashboard to show the information you want to see – your Business Dashboard is as unique as your business.

Career School Management - Business Dashboard

By adding Dashlets to your custom dashboard, you can link to the reports you need to get the very best from your business.

What’s Monitored?

Everything that you need to successfully run your business. This includes sales revenue, the number of sales made, sales history, and sales forecasts.

Business Dashboard - revenue

In addition to this, the progress of each lead through your sales pipeline is tracked. This enables reports to be filtered in multiple ways, including “lead sources” – this shows you where each lead came from. If you’ve been spending money on adverts on two platforms, but only one platform is bringing you sales, you know you need to change your strategy – and now you have the figures to back that decision up.

sales dashboard pipeline report leadsquared

This plethora of information will also help to identify other areas that need improvement. You can find out who your best salesperson is, and also your least well-performing salesperson. You can compare this to other metrics too, and you might find that the salesperson who is underperforming is actually excelling for the geographical region they are in – without the information these reports can provide, reacting purely on the total sales figures could have become a costly business mistake.

As well as all this information that is directly linked to sales, you can also see how your marketing process is performing. You might run email campaigns and use autoresponders, or perhaps you have a number of landing pages that you drive customers to.

Business Dashboard - email report

You can find out how every lead reacts and responds to these marketing strategies, helping you improve and adapt what you do in relation to your own market, and not some dreamed-up concept of what your market should be.

Filtered for Clarity

Each report you can see within your Business Dashboard can be filtered to present you the most relevant information. For example, you can filter results by date ranges and individual salespeople. This will show you how each salesperson performed during that particular timeframe and allows you to see how this performance has changed over time.

You can also filter by locations and lead sources. This may help you to discover if different sources perform better or worse based on the geographical location of the lead.

The Sales Pipeline report, which tracks the process of taking leads and turning them into paying customers, is directly related to the actions your sales team take. Every time a salesperson makes a call sends an email, or does anything to progress the lead towards closing a deal, it is recorded and included in the reports.

From this, you can find the roadblocks that are preventing leads turning into customers. Maybe one salesperson struggles at a certain stage of the sales process, or perhaps leads from a particular source never convert at all – you can take the action needed to make sure you get the best from your sales team and make the most effective use of their time.

Taking a Helicopter View

A jet plane will get you from one place to another very quickly, but you don’t have time to look around and understand what is happening. Jet pilots have to be highly trained and laser-focused just to make sure they don’t crash and burn on their first flight.

You might want your business to be a jet plane – and that’s a great thing to aspire to – but if you make a single mistake, you’ll crash and burn, and you won’t even know why.

A helicopter can also be difficult to control but has the ability to hover above a situation to assess it. The view from a helicopter makes everything clearer as you gain an overview of what is going on below and can make adjustments. With a jet, everything flies by in a blur. With a helicopter, you can make sense of your surroundings.

Field Force Automation-analytics - business dashboard

Your custom Business Dashboard with LeadSquared allows you to take an overall view of your business, and then focus on particular areas that may need attention. You’ll easily see where you have been and where you are heading to and can make course adjustments along the way to ensure you arrive at your destination in one piece.

If you don’t track and monitor elements of your business, marketing, and sales processes, you’re putting the whole operation a risk as if you were an untrained jet pilot. Taking control of your business and knowing everything you can about it puts you in the perfect position to land every deal safely and propel yourself into the future in safety.

analytics dashboard cover

How would your business change if you could see everything that happened during the marketing and sales process? You’d be able to make informed decisions on how to improve your processes and you could focus your energies on the areas that needed attention without having to guess which parts to look at first.

In short, tracking and monitoring give you an insight into the inner workings of your sales & marketing function and gives you the information you need to make effective changes.

What are the analytics?

Analytics are the results from taking data and analyzing it through a predefined process. For example, analytics for your website can show you how many visitors you had in a single day, how many bounced off, how many took any action and how many of them got converted into leads.

identify website visitors analytics dashboard

This is a result that is produced by monitoring the website and noting when every individual visitor arrives. This raw data can then be shown after analysis with conditions imposed by the user – instead of a single day, you might want to know how many people visited over the course of a week but only in the evening.

The data is processed, and the results are shown in an easy-to-read format – but how is that relevant to your business?

Business Analytics

Any business will have raw data that can be processed. This will include the number of sales made, the location sales were made at, the salesperson who made the sale, and so on. This is basic information that every business needs to survive – if you don’t know how much you’ve sold, where it was sold, and who sold it, can you actually say you are running a business? It sounds more like the business is just happening while you watch it, and you have no control over it.

In this modern internet-enabled age, far more information can be stored and tracked. Everything your sales team does can be recorded, including information relating to when they make phone calls, send emails, arrange meetings, send out quotations, and when they close deals.

weekly sales report analytics dashboard

Lead information can also be recorded, such as how they found out about your business, what products they are interested in, their demographic information, what time of day they are most likely to be looking at your website, and so on.

Your marketing process and website can be tracked too. Advert performance can be monitored, as can simple information like when a visitor arrives at your landing page – as well as more detailed information that includes the path they take through your website. This can be cross-referenced with what you might already know about this lead and built up into a strong profile of what this lead is looking for and how to service their needs.

Now Kiss

KISS, an acronym for Keep It Simple Silly, is an important feature of analytics. With so much data, it is easy to be overwhelmed by sheer numbers. Many analytics products will show you every piece of data that they can in the hope that you’ll find something useful, or just be so confused that you think this display of numbers is actually relevant.

There are certain metrics that are important to every business – for example, how much money is coming in. If your revenue is too low, you need to do something about it, but trying to wade through all the irrelevant information to find a solution can be a fruitless task.

LeadSquared takes a different approach. Knowing that every business is different in both setup and structure, LeadSquared allows you to build your own Analytics Dashboard that shows the numbers, information, and reports that are relevant to you.

Not only can you choose individual reports, but you can also filter the information provided in these reports to give you an in-depth but completely understandable overview of what is occurring in your business.

analytics dashboard

Take the website example above and add to it information that includes an automated email campaign and salesperson follow-ups. You can see that you received an equal number of leads visiting the site from three separate ad campaigns on three different platforms. Every lead from two platforms requested further information via a form on the site – which means one of these ad platforms is not working for you.

Of these leads, 60% responded to the email they received as a result of filling in the form. You can see how many returned to the website and looked at information on other products.

You can follow these leads through the sales process and see how successful your sales team were at converting them into paying customers, and from all this information you can predict how similar leads will behave in the future and produce sales forecasts that are accurate and allow you to plan for the future.

You can compare the effectiveness of different landing pages, different salespeople, and how well products sell. You will be able to discover which products sell best in which geographic locations, and you’ll easily find which members of your sales team find it easy to convert leads into customers.

A fully customized approach

The Analytics Dashboard you put together with LeadSquared is built by you to show the exact information you want. You can start with an entirely blank canvas and add Dashlets to it as necessary, giving the functionality you desire with none of the bloat and excess that you don’t need.

Do not misunderstand – all the information about every aspect of your sales, marketing, and business performance is recorded and monitored by LeadSquared, but it isn’t presented to you in an overwhelming manner. Most successful businesspeople run their businesses by looking at the metrics they know they need to take care of, and so LeadSquared makes it easy to build a custom dashboard to facilitate this.

There are always new opportunities to be found to improve your sales pipeline and make more higher-value sales, and the effective use of analytics will enable you to guide your business towards this.

You’ll see your strengths, identify the weak links, and be able to make balanced judgments on the best way to take your business to the next level.

If you’ve never made the leap to properly track your business analytics, now is the time to start. There’s no better way to improve your bottom line than by discovering exactly what it is that makes your business tick.

Ann Handley said, “Make the customer the hero of your story”.

Education is no different, apart from the fact that here, the student is your customer, not exactly the customer, but need to be treated like one. They are more aware and selective than before, need a fast answer to their queries and have plenty of choices, not just for the institution, but also for the medium of study. Schools need to adapt to this change in approach and hence are investing in the higher education CRM technology to stay ahead in the competition.

What is Education CRM?

education crm

It is really hard to define a CRM because everyone uses it so differently. In generic terms:

A higher education CRM is a software which is specifically tailored for the education industry to manage the whole process from inquiry to enrollment to alumni and beyond. Although there are many micro processes handled by the CRM, the most important ones are the applicant and inquiry management,  student communication, admission notifications, enrollment management, analytics, and reporting.

Top 7 reasons why you need an education CRM

Tools are designed to make your life easier, the software is no different. Some of the aspects of the admission process can be managed on excel sheets, mobile phones and even in your email, but is that the most efficient way? No. Because these tools were not made to do what a CRM was made to do and if technology can help you fill seats faster and pays for itself, then why not? There are dozens of reasons why there is a need for CRM software for educational organizations. Below we will discuss the top seven pre-enrollment features which are a must have for any admissions CRM.

Inquiry management

The inquiries can come from multiple sources like social media, website, phone, chat to name a few. The first thing you want is to capture them and keep them in one place so that no leads fall through the cracks. The second thing you’d do is to get back to these inquiries as soon as you can. In marketing terms, it is called speed to lead and in today’s competitive environment it has become one of the most critical aspects in inquiry management.

higher education crm - enquiry capture

Education CRM should be flexible enough to integrate with all you lead generation channels including phone, chat, and email and notify your admission team to act upon the new inquiries instantly.

For multi-campus schools, distribution of leads can cause followup delays and lead leakage. A smart CRM will distribute leads based on a pre-defined logic so that the leads only goes to relevant admission officer based on zip code, city, the course of choice or any other parameter of your choice.

higher education crm - lead distribution

Understanding your applicants

Each applicant is different, have different motivations and intent. To understand them you need to know them and you can do that by tracking their behaviors and actions on your website and other communication channels. Student behavior tracking enables your admissions reps to have a context to their conversation with the applicants and marketing teams to fine-tune their marketing messages based on the data collected by tracking the actions of the applicants.

higher education crm - lead details

Check out this webinar to understand more about the importance of admission and marketing cohesion. You can also check out our blog to know more about enrollment management best practices.

Apart from tracking the actions of the applicants, you can also score them where an important action like visiting financial aid page yields higher score actions like unsubscribing to weekly newsletters yields a negative score.

higher education crm - lead scoring

This gives your admission team an indication of the most serious leads and they can prioritize their tasks according to the seriousness or the activity of the leads.

higher education crm - lead prioritization

Personalized communication

This is probably one of the most important aspects of the education CRM – The ability to communicate at scale. You can’t reply personally to each and every query or concern. You need a virtual assistant who would answer the queries with high relevance and zero error.

crm for higher education

The CRM’s have come across the long way and powerful automation and communication engine makes sure that you go beyond the generic – “Thank you for contacting. We will get in touch shortly” to super relevant and personalized messages on the medium of the applicants choice – email, text or social media.

Some advanced higher education software CRM’s like LeadSquared comes with a simple, drag and drop workflow builder where you can sketch the applicant and student’s journeys with ease.

workflows in crm for private schools

Automate manual tasks using Education CRM

Life of an admission officer is tough. They need to handle various conversations at once. An ideal CRM will help them focus on counseling, not on mundane tasks like eliminating duplicate leads, maintaining ten spreadsheets for leads, communication, and follow-ups,  setting up reminders on their mobiles and watches. Your CRM should be flexible enough to fit into your admission process, not the other way around.

higher education crm - automate tasks

One more important aspect of implementing the CRM for admission and marketing purpose is the dependence on the IT team. Although IT will be actively involved in implementing the software, you should not be 100% dependant on them to make the smallest of changes. This dependence can be eliminated by the workflow builders which allow you to create, modify or refine the process from the front end.

All in one communication

You need to email one applicant, text message the second one and call the third one. The ideal CRM will have all the communication mediums built in the system so you don’t have to leave the system and juggle multiple screens. A clear view of all the tasks and the functionality of calling, texting and emailing from a single view is what you need.

LeadSquared has a concept of smart views, where you can design the UI for your admission rep, without any coding or programming knowledge which allows them to focus on the most important task – Helping applicants and filling seats faster.

higher education crm - lead management

Seamless integration with the other apps

Integration of CRM with other systems is often a cumbersome and costly exercise. An education CRM should seamlessly integrate with your SIS to send and receive data seamlessly. Apart from that, it should sync with your email and phone as well.

Higher education CRM - integrations

Implementing CRM remains to be an uphill task for schools and universities but the scenario is changing and modern CRM’s with plug and play model are quickly becoming popular. They come with out of the box integrations for example – If you are using outlook for email exchanges. A simple package install will sync your CRM with the email server. It means you will see all the conversation in one view. Same is true for the chat, third-party websites, school directories, and your SIS.

Custom reporting

“Knowledge is power”. You might have heard this, but it is not easy to extract the knowledge or trends from a huge database of the applicants and their activities. Some academic CRM’s give the option of custom reporting where you can see what you want to see – Admission rep performance, lead source attribution, campus performance to name a few.

academic crm reporting

In the end

Every school is different and have their unique admission and lead generation process. One size can not fit all. In the end, you need a CRM which fits your unique process without leaving a hole in your pocket. Implementing or even replacing a CRM is a painful exercise but if you map your requirements beforehand and find the right software vendor, you could be breaking your enrollment records.

What is a Pipeline CRM - Banner

Pipeline CRM is a term used to describe a system of keeping track of everyone within your sales pipeline. CRM itself is an abbreviation for the phrase Customer Relationship Management, and although the leads in your pipeline may not yet be customers, they need to be kept track of in just the same way.
CRM systems are usually digital, working through software stored on a laptop or computer, or through a website dedicated to the task. In the case of a sales team, CRM data is often stored at a centralized location and is accessible to all members of the team, even if they are at a remote location.

How Does CRM work?

The key to unlocking sales is to build a strong relationship with your customer. This builds trust and allows the customer to begin to understand the benefits of the products and services you offer.

In the same way, you will learn the needs and requirements of each customer and be able to tailor your offering and responses to suit them.

A CRM system will let you and your business store information about each customer in a database. This is more than just sales information, e.g. previous orders, etc. – it is information about the customer themselves.

This can be their likes and dislikes, the best way and time to contact them, what they are looking for in the future, any special requirements they have, and so on. It can also keep track of when they got in touch with you, and when you got in touch with them.

This will allow you to always know who you are talking to and potentially know the right things to say – as well as being able to avoid those things you know your lead doesn’t want, need, or like.

In the case of a sales team, this knowledge can be shared among the team members, giving the lead a personalized experience every time you talk to them. It negates the need to have information repeated over and again and builds a better relationship with the lead as they know they are being listened to and taken care of.

How does Pipeline CRM work?

Within your sale pipeline, there can be many different leads who are all at a different stage of the process. Using a CRM system with a pipeline provides two main benefits.

First, you can track the leads progress through the pipeline, and always pick up exactly where you left off. This helps situations involving a sales team, and with a pipeline that has a large number of leads within it.

Secondly, it helps with everything a standard CRM set up can provide – you’ll quickly build a better relationship with each customer and know what it is that they want and need.


Keeping the pipeline flow going

The key to running a successful sales pipeline is to be aware of where every lead is in the pipeline and move them along to the next stage. A CRM system will help you do this in a number of ways.

Reports can be generated showing all the customers in particular places in the pipeline, as well as being able to give details of any previous inquiries or even sales. You can use your own judgment to determine who to get in touch with next, or alternatively, the CRM can recommend next steps for each lead.

This can go as far as giving you reminders on when you need to call a particular person, send an email, or check on information that a lead has requested. You’ll find it a lot easier to turn a lead into a paying customer if you can keep on top of everything related to them.

What you need to avoid is losing track of these potential customers in your sales pipeline, as not only will this reduce their confidence in you as a provider of a service they are interested, but they may already be in someone else’s pipeline. There is no reason you should be letting them slip out of your pipeline when you’ve put in so much work already.

Keeping all the data up to date and tracking every lead through your pipeline makes it much easier for teams to run a pipeline. Other team members can easily pick up where you left off, and having all this information at your fingertips will help you refresh your memory if you can’t quite remember where you last left off with a lead.

Building a sales pipeline for the future

One of the hardest things to do is to find new leads for your business. Once you have a good lead, you need to do everything you can to keep hold of them.

With luck, you’ll get them through your sales pipeline and convert them into a paying customer. At this stage, you might be happy to take a break and congratulate yourself on a job well done.

What you shouldn’t do is delete the customer from your pipeline CRM system. They have a definite interest in what you do, so what’s to the day they won’t want more? Follow them up, see how their first purchase went. Offer upgrades, extensions, add-ons…but remember to resolve any problems they have first.

Why is that important? Because you’re building the relationship even further by contacting them after a sale, and you’re strengthening it by solving any problems they have encountered.

If they had a problem, they might not even call to let you know – they’ll just go somewhere else next time. By reaching out and fixing their problem, they’ll view you as a business they can trust, a business that goes the extra mile to ensure customer satisfaction.

You now have a customer who will definitely buy from you, trusts you, has a strong relationship with you and knows any problems will be solved. There’s no reason they won’t buy from you again, and so should be an easy close when the opportunity arises.

And that’s the power of a Customer Relationship Management system. Combine it with a sales pipeline, and you won’t go wrong.

email campaign report - Track email opens and clicks

What’s the most important thing about email marketing? Is it creating a great offer? Designing a beautiful layout? Having a catchy slogan?

No, it’s none of those things. The most important thing about email marketing is the same as any kind of marketing – it’s to get your message out there.

You might be forgiven for thinking that this means sending your messages to as many people as possible, but no. That’s spamming, and that doesn’t go anywhere. It is not about sending it out randomly and hoping that people read it. Email marketing is all about consistently delivering the right message to the right people. So how can you make sure your message has reached them and they have engaged with it?

By tracking the open and the click rate of your email campaign?

What is the open rate?

When an email arrives in the inbox all the user can see is the subject line and who sent it. They can ignore it, trash or spam it, or open it. When the email is opened, the action of the opening can be reported back to the sender. When this is part of a large campaign, this information is stored by the software used to send the messages. A picture can be built up of how many people opened the message, what time of day they read it, and what device they used to access their email.


Open rate = Number of people who opened the emails ⁄ Number of recipients

What is the click rate?

Every email has an intent. Most of the time that intent is to encourage people to take action by clicking on a link. When a recipient clicks on that link inside the email. It is called a click through.


Click rate = Number of people who clicked on the email links ⁄ Number of recipients

This information is vital for improving your email marketing campaigns in the future as well as seeing how well your current message performed.

Discovering your audience

Your message will only be opened intentionally if the person who receives it has an interest in what you have to say. If you track email opens and find that the majority of your messages are not opened, it is a signal that your subject lines are either not compelling enough or are entirely unrelated to the interests of your recipients.

email marketing - Track open rates

No opens means that nobody is receiving your message, and your marketing efforts are being wasted.

The first step to rectifying this situation is to determine how your subscribers got added to your email marketing list, and check what promises were made to them in the beginning. If your sign up form promises “a step by step plan to redecorate your home” and you began with the intention of selling flooring and wallcoverings, that is the route you should continue down. If you suddenly sidestepped and now send emails on refitting kitchens, you’re still in the same general market – home improvement – but have changed your niche from home décor to installing appliances.

It would be unsurprising in this instance if your open rate dropped – you are providing information, and it may be good information, but it’s not relevant to the interests of your audience.

If you are happy that you are providing the right information, then it may be your presentation that needs to be looked at.

When your market is home décor, you may find that a subject line of “12 reasons you should choose textured wallpaper” might get a higher open rate than “Buy our paint! It’s really cheap!”

However, you may discover it is the other way around – each market has their own preference. The key to success here is to monitor your email opens. If you consistently get a better response with one particular type of headline, that is the format and style you need to maintain.

Reopen tracking

With advanced email marketing software, you can establish if your email message has been opened more than once. Why would anyone open your email? The most likely reasons are that they didn’t finish reading it the first time and are truly interested in what you have to say, or alternatively, you have some information in there that they want to refer to again.

Either reason equates to good news – there is a genuine interest there in the content you are providing which can be nurtured into a selling opportunity in the future.

Furthermore, if this information is cross-matched against your existing lead database, you will be able to identify those leads that are already primed for closing a sale.

Other open tracking options

Each open of an email can be tracked to a particular person on your list. Open tracking will also give you information on emails being forwarded and opened by other people, which can help you gain further insight into which emails you send are popular.

track email opens

A further metric that can provide vital information is generated when an email is opened a long time after it has been sent. Is the recipient a long way behind on their email, or are they looking back to refresh their memory on the information you sent? By being able to track the original open date and comparing it with the send date, you can determine the answer easily.

Build email campaigns that get opened

Tracking email opens will make your marketing campaigns more effective and much more efficient if you use the information you have access to and make changes according to what the reports show you.

Ignoring the reports is the quickest way to failure, as you will continue to send emails that don’t matter to the people who receive them. It is only by learning what works and building a relationship with your audience that you will be able to create trust and improve your closing rate.

When all the facts and figures are at your fingertips, there is no excuse for not improving your campaigns.