Today there are numerous corporate business processes that are carried out virtually. Whether because they are exclusively dedicated to making sales online, or because they have found in the Internet a complementary communication or sales channel for their physical business, companies today depend on the Web to reach their customers.
In fact, dozens of essential corporate tasks require the use of an online tool: email. Without going any further, email is one of the essential customer service channels, and also one of the essential marketing tools.
Email marketing is essential for the generation of leads and registered users; that is, people who supply their data via a website form and who are potentially interested in acquiring a product. In turn, email is also the perfect tool to transform those leads into customers, not to mention the importance of email as a communication tool with suppliers and workers.
This is why, whether you have your own company, run a business, or occupy a position of responsibility at any company, you will need to analyse how workers, and especially the sales team, use email, in order to improve their productivity. Response times to customer emails are one of those key kinds of data that, fortunately, you can now measure.
When it comes to email, every minute counts
Any sales or technical support team is aware that customers need to receive responses to their requests by email as soon as possible. A study published by USC (University of Southern California) analysing the emails of 2 million US users found that 90% of people who intend to answer an email do so within 2 days of receiving it. In fact, half of the answers take place within one hour. Age is also a factor: the older the recipients, the longer the response times.
Taking into account that we open a good portion of our virtual envelopes on the go, thanks to our smartphones, it seems logical that users are expecting replies faster. But how fast do they expect to be answered by a company?
According to one survey conducted by Toister Performance Solutions, 80% of customers are satisfied receiving an email in less than four hours, while 14% consider an answer in 15 minutes acceptable.
Many companies, however, do not meet these expectations. Another recent poll indicates that only 7% of them respond to emails within 5 minutes of receiving a request via the Web, 27% take 1 day, and 55% take five days or more. This is some alarming data, as a quick response may mean capturing a potential customer, or losing him.
A study by the Harvard Business Review based on data from more than 2,000 companies reached similar conclusions: 7% responded to leads in an hour; 16%, in more than an hour, but less than one day; 24% took more than one day, and 23% did not even respond.
Analysing 1.25 million leads collected by dozens of US companies, they found that companies contacting their potential customers an hour after receiving a query were 7 times more likely to convert a lead into a sale than those that did so after one hour – and they were 60 times more likely than those that took a whole day.
Other studies confirm the importance of contacting customers within five minutes after receiving a request: the longer a company takes, the less likely it is to succeed. Thus, the time factor is fundamental with inbound marketing strategies. Once one has attracted a user and the lead has been generated, it is crucial to communicate with him quickly to turn him into a customer.
When responding, other important factors come into play to attract customers via email. As we discussed recently, it is important to consider what day of the week and what time of day are ideal for recipients to read our communications.
The email metrics that you can already check
Therefore, if you are at the helm of a company, you will be interested in analysing the average response times to your customers. The new premium version of Gmail Meter allows company or team leaders to easily measure the speed of corporate responses through email, among other data. This is definitely of great benefit to managers and executives, as metrics are key to management. You can’t manage what you don’t measure.
These are some of the email stats that you can obtain by running an analysis of your workers’ inboxes using Gmail Meter:
- Response times to emails.
- Fastest response time.
- Messages sent at a given time of day or a given day of the week.
- Recipients interacted with most.
- Total number of emails sent and received.
Do you want to see a demo of Gmail Meter Premium? Write us an email at firstname.lastname@example.org and we will answer you as quickly as you deserve.