What Matters The Most When You're Doing Outbound?

Welcome! It’s Avik here from The Outbound Letter.

Here’s what you can expect to read today:

• Metrics to aim for

• Making informed decisions

• Fixing email deliverability issues

Let’s dive into it.

Email Deliverability Issues Can Be Fixed Easily

With the new rule introduced by Google and Yahoo about less than 0.3% spam rates to stay compliant, everyone doing cold emails are panicking.

This means that if more than 3 out of every 1000 emails are getting marked as spam, you’re in danger.

I have seen numerous cases of email deliverability issues since then, but for us, everything has been fine.

We’ve seen people do all these things but still, they got hit by the deliverability issues.

1. They never used their primary domain for outreach - purchase secondary domains

2. They split their accounts between Gmail and Outlook

3. They are sending no more than 50 emails per day per domain

Well, there are a few reasons why your emails are getting marked as spam: a) You’re sending it to the wrong person, b) The person you’re reaching out to has already seen an email like yours, or c) They don’t even work at the company anymore.

And, this usually happens when you’ve bad-quality data. Try improving the data quality and see the results for yourself.

This Week’s Top Links

1. Watch this video to learn how to become a great storyteller - outbound is all about storytelling

2. YouTube: Mastering fundamentals is the key to success for B2B companies

What Matters The Most When Doing Outreach?

Metrics

Recently, I have been seeing a lot of debate around the metrics of outbound emails and LinkedIn messages.

Some are saying “open rates” is the biggest factor - without it, I don’t know how many people are looking at my message. Some are arguing, reply rates are the biggest thing and others are saying positive replies are what matters.

To be fair, there are not the things you should be focused on.

What matters the most for any business at the end of the day is how much revenue I add, and how much cash flow I have.

Everything else, it’s just vanity metrics. I mean, if you’re making money whenever someone reads your email, go ahead and focus on the open rate.

If you’re making money from replies, do the same.

But, since you’re sending cold emails, I assume you have to get on the calls to sell whatever you have, in most cases.

If this is the case, you need to be focused on “How many people am I getting on call with?”. You have this data, now what should you compare it with? The total number of emails sent.

If you book 1 meeting for every 300 emails sent, you just need to scale to book more meetings - nothing else matters.

Making Decisions

Imagine this, you wrote your script and made everything ready for the outreach. You thought you’d start getting the results you’re looking for right away.

You hit that “Launch” button.

1 hour has gone by. No response.

2 hours, 3 hours, and ultimately 24 hours pass by.

And, still, you have ZERO people interested.

This is where a lot of people go wrong. They start panicking right away if they don’t see the outcome they are looking for.

They think cold email is some sort of magic tool where you start sending out something today and everything will be perfect straight from the get-go. It can be true only if you are a) a known person in the industry and b) you know your prospects like the back of your hand.

In the rest of the cases, what you need to know is when and how to optimize certain things.

So, you might be wondering, when do I make changes to what I’m doing? And, how do I know if something is working?

The answer is SIMPLE.

Make sure you have enough data to make an informed decision. How much of data is actually “enough”?

I don’t know, it depends on who you’re reaching out to, what you’re trying to sell, and what your goal is with the emails you’re sending.

In terms of “How?”, you will get to experience that feeling for yourself. You start getting overwhelming responses from people looking to learn more or get on calls with you.

How Can I Help

If you like this read and are looking for additional help, there are a few ways we can do so:

1. Subscribe to my YouTube

   • I’ll be posting a TON of valuable content on YouTube over the next few months. If you’re someone just getting started with outbound or an experienced one looking to level up, be sure to stay tuned.

2. Connect with me on Linkedin for daily insights

3. Book a discovery call - We’ll learn about your current situation and see if there’s a way we can partner.

or, so can just reply to this email.

I read your replies and reply to absolutely everybody.