If you’re looking for the clearest indicator that a deal is on track to close, it’s time to start paying attention to email velocity—the frequency and number of emails exchanged between you and your prospect.
According to Gong, winning deals exchange about 8 emails per week, while losing deals exchange only 1-2 emails per week. That’s a 300% to 700% lift in engagement for successful deals. It’s a clear sign that the more interactions you have, the more engaged and interested the prospect likely is.
But before you flood your prospect’s inbox with emails, there’s a critical nuance to understand: email volume alone won’t close the deal. What matters is the quality and relevance of those emails and, most importantly, whether you’re engaging the right people in the organisation.
Multi-Threading: Build Relationships Across the Buying Committee
To increase your odds of success, start by multi-threading your communication. This means building relationships not just with your key contact, or “champion”, but with other decision-makers across the buying committee. The more threads you have in play, the more insight you’ll have into the prospect’s readiness to buy.
A simple way to assess buyer-readiness is by tracking how often they email you. If a prospect is truly interested, they’ll email you about three times more than a prospect in a deal that’s slipping away. When you see this level of engagement, it’s time to act fast. Map out the full buying committee and deepen those relationships.
Want to 3x Your Reply Rate? Here’s How:
The best way to drive up your email engagement is through personalisation—based on buyer activity.
Salespeople who craft highly relevant emails tailored to a prospect’s activity see a 3x increase in replies and meetings booked. Whether it’s intent data, marketing activities, or previous interactions with your company, understanding the journey your prospect has already taken helps you personalise your outreach.
Here’s what you can do:
- Use intent data and website behaviour to understand what your prospect cares about. The pages they visit and the content they download reveal the challenges they’re trying to solve.
- Craft your emails to address these specific pain points, and show how your offering can solve them.
- Prioritise warmer leads—those who are already engaged—by using this data to tailor your message and calls-to-action.
Generic templates don’t cut it anymore. If you’re ready to increase your reply rate and close more deals, ditch the cookie-cutter approach and start delivering highly personalised, data-driven messages.
Give it a try and watch your engagement soar.
