Email Metrics & Benchmarks
Email Metrics to Track
2X Levers (Metrics you can realistically double)
| Metric | Current Baseline | Good | Great |
|---|---|---|---|
| Cold email reply rate | 0.5-1.0% | 2-3% | 5%+ |
| Email open rate | 20-40% | 50% | 60%+ |
| Email click rate | 2-5% | 5-8% | 10%+ |
Performance by Outreach Type
| Outreach Type | Reply Rate |
|---|---|
| Cold outreach (no signal) | 6-8% |
| Signal-based outreach | 18-22% |
| Multi-signal stacked | 35-40% |
| Website visitor follow-up | 25-30% |
| Champion job change | 20-25% |
Email Structure Checklist
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Opening (trigger) + Assumption + Social proof with numbers + Open-ended question
By Seniority
| Target | Max Sentences | Max Words |
|---|---|---|
| BTL (Managers, ICs) | 3-4 sentences | 90 words |
| ATL (VPs, C-Level) | 2-3 sentences | 60 words |
Deliverability Benchmarks
| Metric | Target | Warning | Critical |
|---|---|---|---|
| Bounce rate | <2% | 2-5% | >5% |
| Spam rate | <0.1% | 0.1-0.3% | >0.3% |
| Unsubscribe rate | <0.5% | 0.5-1% | >1% |
Sequence Performance
Email 1
- •Highest open rate
- •Sets the tone
- •Most important to optimize
Email 2 (Day 3)
- •40-60% of Email 1 opens
- •Different angle
- •Shorter than Email 1
Email 3 (Day 14)
- •New subject line
- •Fresh approach
- •Delegation ask effective
Email 4 (Break-up)
- •Often highest reply rate
- •Creates urgency
- •Clean exit
Optimization Priorities
If Open Rate Low (<30%)
- •Test subject lines
- •Check sender reputation
- •Verify deliverability
- •Test send times
If Reply Rate Low (<2%)
- •Improve relevance/personalization
- •Shorten message
- •Strengthen CTA
- •Add social proof
- •Test different frameworks
If Meeting Rate Low (<20% of replies)
- •Qualify better in message
- •Improve CTA clarity
- •Reduce friction to book
- •Follow up faster
Quick Diagnostics
| Symptom | Likely Cause | Fix |
|---|---|---|
| Low opens | Subject line or deliverability | A/B test subjects, check spam score |
| Opens but no replies | Message relevance | More personalization, shorter copy |
| Replies but no meetings | Weak CTA or poor qualification | Clearer ask, better targeting |
| High unsubscribe | Too aggressive or wrong ICP | Reduce frequency, refine targeting |
Combines with
| Skill | Why |
|---|---|
cold-email-4-sequence | Understand sequence metrics |
sdr-outbound-rules | Rules that improve metrics |
list-building-tips | Fix deliverability issues |
buying-signals-6 | Improve reply rates with signals |
Example prompts
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My reply rate is 0.8% - diagnose and suggest fixes.
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What benchmarks should I target for a signal-based campaign?
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My Email 2 has lower opens than Email 1 - is that normal?