A successful campaign starts useful conversations with people who fit your offer. Sending more email is not, by itself, a sign of success.
Track the outcomes that matter
- Positive replies: people who express genuine interest.
- Qualified conversations: people whose needs match your offer.
- Meetings and opportunities: the next steps that result from those conversations.
- Bounces, opt-outs and complaints: signs that your list or approach needs attention.
Count automatic replies and out-of-office messages separately from human replies. An open can be generated by a privacy feature or security scanner, so open rate alone is not a reliable success measure.
Improve one thing at a time
Compare campaigns aimed at similar audiences. Test the audience, offer or wording one variable at a time, and allow enough results before drawing conclusions. No reply rate or inbox-placement percentage is guaranteed for every campaign.
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