Sales teams in the past have typically followed their intuition when making decisions. But, you don't have to shoot in the dark anymore.
Your prospect base is a treasure trove of behavioral and intent data. You can set a hypothesis and test it.
Approaching your sales cadences with an experimental mindset allows you to improve your communication methodically and helps you justify the changes with proven results.
Experiments can help you identify engagement strategies that drive success and lead to increased sales revenue.
Determine what to experiment
Before you start running experiments on your prospects, you need to figure out what the end goal is and how you’re measuring success.
For instance, you could be experimenting to see how to increase the open rates of your email by changing a subject line. Naturally, your end goal is to increase the number of people who open your emails and the measure of success is the change in open rate from the Test and the Control Group.
3 Ways to Experiment on Klenty
Executing the right strategy for every prospect means adapting your outreach to match what your prospects need. And Klenty helps transform you to stay agile.
Here are three ways in which you can experiment with your cadences on Klenty:
- Experiments to improve your email open rate
- Experiments to improve your email response rate
- Experiments to determine which channel works best
1) Experiment To Improve Email Open Rate
Open rate is a crucial metric for your email cadences. It measures the effectiveness of your emails. Additionally, poor open rates can also indicate delivery issues.
Here are two tests you can run to improve Email Open Rates:
i) Test Your Subject Line Copy
If you want to measure the effect of a subject line on your open rates, write a few variants and run an A/B test to see which one delivers better results.
Whether you have to decide between a generic subject line vs a personalized one; or between a pain-point and a benefit-driven subject line.
Put them to a test by clicking on the + A/B Test button at the bottom of your Email Step.
Metrics to Measure: Measure the Open rates for the emails between the Test and Control Groups.
ii) Test Your Delivery Windows
Klenty offers a great deal of flexibility when it comes to delivering your cadences. Set up Delivery Windows and Schedule Days to manage when each step of your Cadence must be executed.
This level of customization is incredibly helpful when you're trying to figure out the optimal delivery times for your emails.
By experimenting with delivery, you can gain valuable insights into how your prospects are engaging with your content, and tweak your cadences accordingly.
For instance, see how emails perform when sent on high-frequency days (such as Mondays) vs. low-frequency days (such as Thursdays).
2) Experiment To Improve Email Response Rates
Your email subject lines are interesting enough to incite curiosity. But what do you do when prospects open your emails but don't respond to them?
Here are two tests you can run to improve Improve Email Responses:
i) Test your Email Body
If your prospects are opening your emails but are not converting, there's a chance you are losing their attention in the email body.
Some prospects prefer long and informative emails while others may prefer crisp ones that get to the point.
To be sure of your audience’s preference, Simply run an A/B test. And find out the ideal length, content, or tone of the email that works best for your prospect base.
Metrics to Measure: Measure the ratio of Email Opens to Replies.
ii) Test Your CTA
A good Call-to-action (CTA) makes your email actionable, turning passive prospects into active responders and guiding them into the sales funnel.
Your CTA may be to reply to your emails, book a meeting, or visit landing pages. Test multiple CTAs to figure out which creates the least resistance to getting your prospects to respond.
Metrics to Measure: Measure the Click-through rates (if you have links) and Response Rates between the different groups.
3) Experiment To Determine Which Channel Works Best
When prospects complete a cadence without any engagement, it is not always a sign of disinterest.
Some prospects respond better on Email, some on Call, and others on LinkedIn.
Switch up your channels and determine which channel works best for your audience.
For Instance, you could set up two identical cadences: one with Calls as your first touch-point and the other with Email as the first touch-point.
Metrics to Measure: Measure the ratio of the number of prospects added to the number of conversions for every channel.
Log in to Klenty and experiment with your prospect databases today.
