Measuring the performance of your emails can be useful to help grow your business on many levels. In this article, you are going to learn how to measure your Gmail Analytics to continue improving the efficiency of your team while handling emails.
Why you should use Gmail Analytics
For many businesses and teams, email is a powerful communication channel. And having an overview of the quality and quantity of emails is helps to measure how the workflow is running, and have a better idea of the reason for your present results.
Features such as Analytics and Report allow companies to trace key metrics such as customer satisfaction, agent productivity, number of acquired leads, conversion rates, and many others related to not just support and sales teams.
Measure the productivity
When you have all the data about email usage you can measure your team’s productivity, in a whole scenario or individually. It’s extremely important to have a better idea of how efficient the team’s methods are being.
Having insights about personal use helps to measure how much time people are spending on various email-related activities so they can improve in the future.
Nonetheless, you can know exactly what needs to be done to improve your service quality and take all the necessary actions to help your team thrive.
Measure the ROI
Measuring analytics also helps you with the information needed to regulate how much time the team spends on certain strategies inside the email, as along how much money they receive in return on each one of them. Identifying asymmetrical ROI rates is ideal to correct and improve the team’s performance, on what concerns to dealing with clients.
Important metrics in Gmail Analytics
Now that you know why is important to measure relevant data in your email, you should know what metrics matter the most in this evaluation. We have united all the relevant metrics for Support teams and Sales teams.
Customer support teams have some essential metrics to track that are valuable when it comes to email analytics: average email, closed tickets response time, and agent behavior.
Average email response time
Identifying a high average email response time helps you improve your customer relationship, avoiding losing them due to bad support.
The average email response time runs between the time that a customer sends you an email asking for help and the time the support team starts engaging with them. When it comes to email, the response time can be measured in minutes, hours, or even days. But always respect the fact that your customer expects an immediate reply.
Closed tickets by day
Monitoring the number of closed tickets each day helps to identify the capacity and efficiency of your support team. It’s simple math: if the number of tickets solved each day is less than the number of incoming issues, you have a problem. In case all the tickets that arrived on a specific day can be solved, it can also indicate that the support capacity is affected somehow.
Then you need to find out what is happening and what you can do to improve this process.
Measuring your agents’ performance at work is demanding to know how you can improve their methods. For example, you can see how each agent performs while solving tickets. If there are agents with a low performance it indicates that you should not only talk to them but offer training as well.
Metrics for sales teams influence directly on the performance of your business revenue, that’s why is so important to keep track of your sales channels. If email is one of them, having insights can be a lifesaver. The main email metrics to track for sales are Conversion Rate, Vendors Performance
There is an extreme need for measuring conversion rates in any email campaign. The conversion rate simply measures how many people are performing the actions you are asking them to.
Track this metric to see how you can improve your sales pipeline, identifying which campaigns are not converting that well.
Number of Acquired Leads
Lead generation needs your attention, mostly because when it’s low something needs to be changed on the acquisition channels. You should be tracking how many leads you’ve captured in a certain period, to check what it is working or not.
You can either focus on all leads generated, or only the new ones added to the database.
How to use Gmail Analytics
Having analytics in the place where you exchange emails with your clients turns out to be an essential feature. Since Gmail doesn’t offer this kind of information, people opt for third-party tools. But what if you could use your own Gmail account as a helpdesk? Everything would be a lot easier. Still, many tools that work inside Gmail doesn’t display data, nor generate reports.
That’s why if you love Gmail, and don’t want to leave it, you can search for extensions that help you track your email analytics. Let’s check some of them.
Drag is a shared inbox that works inside Gmail and can be used as a Helpdesk, CRM, Task management, or many other workflows. This means you have everything you need inside one place, and one tool, without the need of buying a lot of software.
Besides, you can centralize your workflow, by allowing Helpdesk or your Sales Pipeline to be managed within the same space as emails and To-Dos. As a shared inbox Drag provides the opportunity of sharing the same email account for many people in real-time, without needing to share logins. It means that everyone in your team has access to the team inbox, inside their business accounts. This is a secure and transparent way of managing shared email addresses. You can know more about how Drag works as a place to share team inboxes here.
Drag works with “boards”, that can be your shared inbox or a task management place. Inside these boards, you have columns, that can be named with stages you usually need to identify in your workflow. Inside columns you can create cards, that can be tasks or the emails you receive in the email address. It’s possible to drag and drop these cards between columns, so you can let your team know in which stage a ticket or lead is at the moment.
Most important, Drag allows you to track Gmail analytics and generate reports across all of your boards. Drag reports consist of 3 tabs: Cards, Board Activity, and Leaderboard. Across any tab, you can filter your reports by the board, user, and date. Let’s see each one of these tabs.
In the cards tab, you will find stats about volume and type of cards that you and your team are handling across different boards. There are 3 metrics in this tab, from left to right:
- Cards: All new cards that loaded in a board.
- Emails: Number of emails loaded in a board.
- Tasks: Number of task cards manually added into a board.
Board Activity Tab
The board activity tab displays stats around all actions performed in a certain board. Board activity represents actions such as drag and drop, archive, assignments, comments, and others.
Some of the activities tracked in this tab are replies, comments, assignments, mentions, due dates, tags, and notes.
The leaderboard tab breaks down replies and board activities done by each team member in a specific board. You can sort the list by email replies or by board activity, by clicking on the respective column title.
Analytics for Gmail
Analytics for Gmail is an add-on for Google Sheets that integrates with your Gmail. With this tool, you can know how fast you are replying to emails, what are the most efficient times for your team, and many other aspects.
It collects data from your email account and sends it to a spreadsheet. There you can keep track of your response times to emails.
It is useful for improving your relationship with clients and also managing your employees’ performance.
Email Analytics’ is an analytical tool that works for both Gmail and G Suite. It integrates with your Gmail or G Suite account, including all your team members’ accounts. With this tool, you can have information about how your team is communicating. Moreover, it can tell you loads of information about how you communicate. These are some of the metrics you can track with Email Analytics:
- Top senders and recipients
- Average email response time
- Amount of emails received and sent each day, or even each hour
- Average word count
With analytics inside your Gmail, you will be able to see the bigger picture of all your processes. The main advantage is that it can reshape the way how you see simple emails, that turn out to be essential elements of your results. Using features like Analytics and Reports in your inbox will change how you manage your business, and help you to improve and boost your company’s productivity, and why not the revenue?