Even if the mailing has already been launched, it can and should be adjusted as data comes in. How to Optimize Your Campaign on the Go.
For this it is important:
- Test new hypotheses. Change email subject lines, try different CTA wording, adapt offers.
- Analyze responses. Pay attention to the local marketing email list tone of responses, identify common objections, and adjust correspondence scenarios.
- Change the intervals between emails. If recipients are ignoring emails, it may be worth increasing the interval between emails or adding new touchpoints.
- Segment your audience. Send more targeted offers based on your leads’ initial reactions and behavior.
Working with leads: how to build interactions to bring them to a deal
Getting a response is just the beginning of working with a potential client.
It is important to promptly respond to interested leads and build further communication:
- Classify leads. Divide them into “hot” (ready to negotiate), “warm” (interested but hesitant) and “cold” (not showing active interest).
- Develop contact. For warm leads, it is important to prepare additional content: cases, demos, personalized offers.
- Transfer qualified leads to the sales department. Playing online games on both . If email outreach works closely with the sales department, it is important not only to inform the team about the launch of the mailing, but also to ensure the department is ready to process incoming leads. If necessary, it is worth thinking about a separate funnel for interacting with such clients, so as not to waste the team’s resources and use the received qualified leads as effectively as possible.
When to Stop a Campaign and When to Try to Save
In the process of conducting an email outreach campaign, it is important to evaluate its effectiveness in a timely manner and understand in which cases it is worth stopping the mailing, and when there is still a chance to save it.
How to Recognize Bad Metrics and What to Do About It
Let’s look at the most significant KPIs of an outreach campaign using the example:
- Open rate (percentage of open emails): if the open rate remains low (below 20%), you should pay attention to the subject of the email – perhaps it is not attractive enough or does not inspire confidence.
Also, if the emails come from an unknown or little-known email address, you should consider changing the sender or using a more recognizable domain for the mailing. - Reply Rate: If responses to emails are rare (RR below 3-5%), it is worth reviewing the content of the emails. Perhaps they are not personalized enough, or the calls to action do not motivate a response.
In addition, it is worth checking the target base – if the audience does not match the target segment, even a well-written email may not generate interest. - Interest Rate: When you get responses india number list but they don’t lead to real conversations or deals (IR below 2%), the problem is likely with the offer or proposal.
It may not meet the audience’s expectations or is not valuable enough for them. - Bounce rate. Let’s imagine that your emails often do not reach their recipients and are returned (BR is higher than 10%). This may indicate a low-quality base: perhaps the base contains many inactive or erroneous addresses.
The reason may also be problems with the domain or mailboxes, if they are not configured properly or have a bad reputation.
When exactly should you stop your campaign?
- Low metrics without improvement: If the open rate, reply rate and other metrics remain low (for example, open rate < 15%), despite all the adjustments, the campaign will not bring results.
- High bounce rate and deliverability issues: If the bounce rate is over 15% or emails continue to end up in spam, there may be a problem with the quality of the database or domain. In this case, it is better to stop the campaign and work on the reputation of the domain and emails.
- Low ROI: When a campaign doesn’t cover its costs and doesn’t generate enough returns, it should be stoppe.