Table of contents
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 👉
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.
Benchmark 🎯
According to our internal tests:
- Rate < 20%: low
- 20-25%: average
- 25-35%: good
- > 35%: excellent!
Alright, these are just raw numbers, now what?
We need to optimize said numbers!
How do you optimize these figures? 🕵️
Here’s what to do:
- Optimize your LinkedIn profile: This is the first thing your candidates will see, think of it as your business card. It must invite trust;
- – A well thought-out title or a little catchphrase that explains what you do.
- – A professional photo (with the company’s graphic if possible).
- – A crisp bio.
- If you haven’t already done so, allow 5 to 7 days, or even longer, for the candidate to accept your connection request.
- Automate the “Visit Profile”: This works like a soft follow-up. Since the candidate will receive a notification, it reminds them to accept you or whatever..
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.
Benchmark 🎯
- Rate < 60%: Mediocre.
Probably due to poor technical setup and/or (very) poor copywriting. - 60-80%: Average.
If there’s room for improvement, it’ll be in your copywriting or segmentation. - 100%: Suspicious.. 🤔
Careful here! There’s probably something wrong with the stat or how it’s tracked. It’s probably something opening all your emails and skewing your stats.
Let’s see how I can optimize them!
How do you optimize these figures? 🕵️
- Warm up your domain: Show Google that you’re someone trustworthy especially if your domain is new (or even you haven’t used it for a long time).
- Reduce the number of mails sent per day: If you send too many mails a day, your activity will be perceived as suspicious. In the long term, you risk ending up in spam.
- Set up your security values – SPF, DKIM, DMARC: The better you set up these things, the more servers will trust you. Truth be told, it’s not complicated at all. Here’s a little article to explain exactly how set these security values up!
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.
Benchmark 🎯
- 0%: You probably forgot to activate link tracking. 😅
- <5%: Low.
- 5-8%: Good.
- >8%: Excellent, good job!
How about we optimize these too?
How do you optimize these figures? 🕵️
- Put your link in hyperlink: It’s very bad practice to copy-paste your link as is. When you embed it as a hyperlink, you make the content behind it stand out!
- Get your segmentation and copywriting right! Once you’ve got your segmentation right, that’s it! You know who you’re talking to, so you know exactly what to say to get them to click your link 😉
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! 😱
Benchmark 🎯
- Bounce rate <7%: Almost 0 risk
- 7-12%: Acceptable as long as you don’t send hundreds of emails a day… It’s a fatal combo to send on a high frequency + high-ish bounce rate
- 12-20%: Risky, especially if you’re sending hundreds of emails a day
- >20%: It’s over… Google (or Microsoft or any ESP) will flag you, especially if you’re doing outreach with volume.
If you get flagged, you’d better change your email address 😉
You get the idea: Bounce = the enemy!
How do you optimize these figures? 🕵️
- Validate the addresses you have in your databases: Using Hunter or other verifiers (Bouncer, ZeroBounce, etc.)
- Make the necessary setup of your email security values: Everything I talked about in the email stats just before; SPF, DKIM, DMARC, etc. The better your setup, the more the servers will trust you, which will improve your sending performance.
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… 🙂
Benchmark 🎯
- For LinkedIn:
- – Rate <10%: Mediocre.
- – 10-30%: Standard.
- – >30%: Excellent, good job!
- For Email: ⚠️ The benchmark will vary from campaign to campaign, depending on your strategy, segmentation and copywriting! But here are some rules of thumb:
- – Rate <10%: Mediocre. Your targeting is probably too broad and/or your copywriting is not good.
- – 10-20%: Normal.
- – >30%: Excellent, good job!
The ultimate goal of any outbound campaign is to generate more replies!
How do you optimize these figures? 🕵️
- For LinkedIn:
- – Improve your connection rate: connecting on LinkedIn is essential for getting replies, as it will allow you to send as many follow-ups as you like!
- – Work hard on your segmentation and copywriting: As with everything in this sheet, you need to work on your segmentation to personalize it properly and send nuggets!
- For Email:
- – Make sure all the technical elements are up to scratch. 👌
- – Don’t send direct cold emails: It stinks of automation… On the other hand, you can perfectly well visit their profile on LinkedIn, send a message, a little Follow on Twitter, etc.
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.
To increase the rate of qualified replies 🕵️
- Use Voice Messages: LGM users who use Voice Messages record a whopping 44.8% reply rate! For recruiters, it’s a real cheatcode 😉
- Use your network: Be it for B2B leads or candidates, before launching a cold outreach campaign, go through your network first; your employees or even your customers. Here’s a recruiting example:
- Follow all the tips I’ve given throughout this resource: Basically, optimize your profile for lead generation, sales, or recruiting, add a note to your connection request, and be direct in your copywriting!
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!
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