QUESTION: We get a lot of emails, LinkedIn, etc. versus phone calls. What metrics are important to track to give that? – Brian
ANSWER: I track response rates. If I send out 100 MPC emails, my clients are typically getting a 20% to 40% response rate. By response, I mean they are might be getting a simple “Thanks but no thanks”. We have a whole 90 minute module in our coaching programs on how to manage all the responses, so I do not have time to go into all the details, but I would be measuring email response rates.
To increase response rates, you will want to play with different subject lines, you want to play with different kind of things. This is a great way to see if there are any noticeable differences in their response rates.
Really what it boils down to is that response rate leading to a phone conversation. From there you can begin measuring metrics. I do not measure metrics from any of the digital communications. Once I know my response rate, then I know how many emails I have to send out to get the number of phone appointments I want to hit my KPI for metrics.
I strongly recommend using a platform other than your ATS for tracking metrics. The reason for this is your ATS is not designed to track metrics. It is really an add-on feature. We use RPM for all of our coaching clients because it is very easy to use and provides great explanations and graphics or your trends.
In summary, emails are great, but the only metrics I track is actual conversations. Use the email as a way to get to the phone conversation. Great question!