You’ve already drafted your copy, created your workflow, and finally launched your campaign(s), congrats! Now for the real challenge: Deciphering the stats 😱

It’s frightening, I know… but analyzing them is key to:

  • Benchmarking yourself
  • And by extension, improve your performance!

Lucky for you, I’m here to help! In this article, you’ll learn everything you need to about the stats you need to track:

  • Which ones?
  • How high or low should each one be? What value should you aim for with each metric?
  • And sprinkled throughout, you’ll find my personal tips on how to achieve great results with each stat and overall! 😉

Ready? Let’s roll 👉

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Total Leads Engaged:

Unfortunately, this figure is too often overlooked.

The number of people engaged is the most important piece of data in the TOFU (not the food, Top Of the Funnel 🙄), since it shows the total number of people who have been contacted at least once, on LinkedIn or by email.

  • Add a note to your LinkedIn application. I explain in this article how launching a direct message right from the start, although often considered salesy, results in a higher rate of qualified calls than without any message at all. (In fact, it acts as a sort of filter right from the first contact; people who aren’t interested won’t accept you 😉 )
  • Enrich emails: Low enrichment rate = No fallback on the email if you ever add no LinkedIn notes or can’t even find the profile.

If you want to learn more about how enrichment works on LGM, here’s Adrien to explain it:

LinkedIn Acceptance Rate:

Connecting with your candidates on LinkedIn is the first step to being able to build a relationship with them. It’s the most important in your sequence. The acceptance rate will vary according to whether or not a note is added and the type of note itself.

A good acceptance rate on LinkedIn ≠ High-performance campaign.

The real performance indicator at the end of the day is the number of qualified calls you make at the end of your campaigns.

Alright, these are just raw numbers, now what?

We need to optimize said numbers!

Email Open Rate:

The open rate of your emails is also something not to be missed!

Since campaigns are launched directly with your own email and not a marketing domain, the average open rate should be at least 60%.

Anything less is considered mediocre.

Let’s see how I can optimize them!

Email Click Rate:

Clicks are counted from the moment the lead clicks on the link you’ve added to your email. In prospecting, Lead Gen, and sales, expect this data to be low.

How about we optimize these too?

Email Bounce Rate:

Roughly speaking, an email bounce is when your email doesn’t reach its destination. There are 2 types of bounces:

  • Hard bounce: The email is permanently “rejected” by the recipient’s ESP because the email address entered does not exist.
  • Soft bounce: The email is temporarily rejected because of a bug in the server or the recipient’s inbox is full.

A fairly high bounce rate can damage a domain’s reputation. A high bounce rate again and again leads to direct spam! 😱

You get the idea: Bounce = the enemy!

LinkedIn & Email Reply Rates:

LinkedIn is an excellent channel for building relationships and reply rates are generally better than those of Email – although ultimately, it will depend on your segmentation and copywriting… 🙂

The ultimate goal of any outbound campaign is to generate more replies!

Qualified Replies:

Qualified replies are whatever you deem a positive interaction with your lead. It means that our pitch worked well.

Basically, it’s a sign that you’re on the right track and that the conversation is going a little closer to conversion.

Final Thoughts

And there you have it… All the stats you need to measure your campaign’s performance

Just beware of vanity metrics – those numbers that look sexy but are, in reality, useless, like the Reply Rate.

Tracking it is good, sure… but it’s misleading. Don’t believe me? If you really want a high reply rate, try insulting people, you’ll see. 🙃

Ultimately, what’s really important is the:

  • Number of qualified calls you’ve managed to book
  • Revenue generated.

To track this, you need to connect your CRM. And fortunately, LGM lets you connect HubSpot and Pipedrive with our native integrations, and integrate any other CRM with Zapier! 😉

So, what are you waiting for? Try it out for 14 days!

Automate your LinkedIn outreach with La Growth Machine
Try for free