The Only Cold Email KPIs That Matter for 2018

好的，不仅是2018年。现在重要的kpis与2017年甚至那时的kpis相同。

What matters this year (more than ever before) is having the ability to improve your performance.

We’re in a fascinating time. Communication itself is evolving at a breakneck pace. Mass personalized email has never been easier to send. CRMs, email marketing services, and specialty apps are now at the fingertips of any entrepreneur or business owner.

The bad news? Every renaissance creates a flood of information.

One second, few people are effectively using email. Then we wake up one day and everyone is talking about subject lines.

为了脱颖而出，这需要两件事：

1. 知道要跟踪哪些数字（KPI）
2. How to improve KPIs over time.

This is exactly what I hope to highlight in this post.

The Key Performance Indicators (KPIs) that Matter

我已经看到了数以万计的电子邮件LeadFuzeplatform and there definitely is a rabbit trail you can find yourself on. Parsing through details that don’t matter won’t help you get more conversations with qualified leads.

有一个详细信息的时间（更多地介绍），但是成功和失败是由三个指标决定的。

• 开放率：The percentage of total recipients who open the email. Our successful clients are seeing around a 40% open rate, but you should be shooting for at least 30%.
• 点击率：The percentage of total recipients who click through to an offer in the email. Getting these is all about the value you offer in your email. When done correctly, you should have a 5% click rate.
• Response Rate:响应电子邮件的收件人总数（通过答复或其他方式）的百分比。同样，正确完成，这应该为5％。

在那里，三巨头。但这仅仅是开始。

了解测试和评分系统上的问题与传球等级相去甚远。在学校获得不错的百分比与冷电子邮件非常相似。它将进行学习，练习和测试。

现在，让我们来谈谈如何改善您的销售指标。

首先，我们将介绍两个改进任何度量的一般技巧。然后，在总结之前，我们将在一分钟内获得开放率和点击率/响应的特定内容。

Never Send Just One Email

如果您只向潜在客户发送一封电子邮件，那么您不太可能会得到任何回复，更不用说很多。

In fact, you should be using multiple methods of contact in many cases (but that’s a different story). Simply put, you have to send more than one email to get just about anyone’s attention. For this, you’ll need a sequence of emails sent in a cadence.

您发送了第一封电子邮件，然后在一两天之内（然后几天）进行随访，依此类推。

可以测试序列顺序和节奏的有效性，但是我们发现此通用模板（在下图中）是一个很好的起点。

If a lead doesn’t respond after 4-6 emails, wait a month and try again (hence the “30 days” email).

使用好工具很重要。大多数应用程序应该具有某种计时器。这是我们的屏幕截图。

Never Send Just One (Version) of an Email

数量的一种方法来改善所有的kpi是to constantly test something in your cold emails. One test at a time (as not to confuse results), but a test with each email. There are hundreds of potential tests you could run.

We recently put together a list of over 50 tests specifically for cold email outreach. You can find it就在这儿。

Important:It’s vital to have a good tool to keep track of the metrics. When people are opening/responding vs. when you send can give you valuable data as to the effectiveness of your tests.

Here is a screenshot of the LeadFuze app showing the “events by hour” function.

Getting a Decent Open Rate

If you’ve sent cold emails before, it’s possible that you rolled your eyes when you read “40% open rates”. I get it, you may be hovering around the common results of 20% (maybe lower). And if that’s the case don’t fret — there’s hope.

这是增加您打开的好方法。

主题第一行

Yes. Subject lines are still very important and you should have one that will entice the recipients to see what’s inside. Most know this, but many still don’t know that email recipients see (and often read) the first sentence of emails now.

一条糟糕的第一行可以吹出一条伟大的主题行。

从铅开始，不是你。不要让自己是谁以及您要投球的东西，而是给他们一些想到或想要的东西。

Here’s a screenshot of a couple of sample emails. I included good/bad subject lines, but I want you to pay attention to the text后那些。

诚实时间：如果你发送邮件,他们知道这是你。停止telling them that. And, if they open the email, they’ll see your signature at the end.Don’t include that in your first line.

看看第二句话。主题行提到了公司名称并达到了好奇心。但是第一行……这就是让他们想要看到里面的东西的原因。

It’s really like Gmail (and other ESPs) want to help marketers by giving them a way to drive people to see the last words of a sentence. Notice that the good example leaves just enough, but not enough. Keep an eye on your email open rate with thisemail marketing dashboard。

Key Takeaway:You have the subject line and part of the first line, use all of the real estate to your fullest advantage. Don’t waste space with your name.

Getting Decent Click Through Rates (CTRs)/Response Rates

I’ll lump these two together for brevity. Once the email is open, the goal is to get leads to take action. Either click through to the offer available or send a reply email/setup a call.

增加CTR和响应数量的最佳方法归结为同一件事 - 价值。这一切都是为了填写您的电子邮件，该要约对收件人非常有益，以至于他们要下载/电子邮件/呼叫。

这并不容易，要把一些东西放在那里，这可能会带给您任何回报。

重要点：You can’t just send a cold pitch!

必须有指南，网络研讨会邀请或其他类型的资源。

• If you’re a consultant in a highly sought after niche, it could be your time (which gets a decent response rate).
• A Human Resources SaaS app could offer a guide to changes in the law before open enrollment to HR professionals.
• 营销机构可以提供模板，如何使用白皮书，免费服务等。

Just saying who you are and what you do is a first-class ticket to zero responses and clicks. But if you can get someone to click and review/use the resource, now you have a prospect that could be open for a cold warm call.

在Leadfuze，我们的成功客户always提供一些点击或响应的东西。我们已经提出了22种不同的报价类型，以帮助您的创意果汁流动和对话开始。

这是屏幕截图。

It’s Time for Data-Driven Cold Email

我们正在复兴沟通。现在每个人都可以发送电子邮件。希望这篇文章使您意识到在人群中脱颖而出并不难。

90％的销售电子邮件无需做任何事情，但是将一条引人入胜的主题线附加到糟糕的消息中。如果您测试外展活动并监视3个主要KPI，您将看到90％将永远无法达到的结果。

P.S. Need a quick performance update on your most important cold email KPIs? Set18beplay and receive updates on your KPIs through email, mobile push notification, and/or Slack from our营销仪表板软件。