Outbound Metrics Tracker

- **Track daily and weekly** to ensure consistent output

• Compare to capacity: Are you using your full sending infrastructure?
• Watch for anomalies: Sudden drops may indicate deliverability issues or tool problems
• Target: Aim for consistent daily volume rather than spikes and valleys

- **Formula**: (Unique opens / Emails delivered) x 100

• Healthy range: 35-55% for cold outbound
• Warning signs: Below 25% indicates deliverability issues, subject line problems, or poor data quality
• Factors that influence open rate: Subject line quality, sender reputation, send timing, deliverability health

- **Formula**: (Total replies / Emails delivered) x 100

• Healthy range: 3-10% total reply rate, 1-5% positive reply rate
• Track positive and negative separately: Not all replies are good. Track "interested," "not interested," "wrong person," and "do not contact" separately
• Factors that influence reply rate: Email copy relevance, personalization quality, value proposition clarity, targeting accuracy

- **Formula**: (Meetings booked / Positive replies) x 100

• Healthy range: 30-60%
• Losing meetings at this stage indicates: CTA is too aggressive, follow-up to positive replies is too slow, or the prospect was mildly curious but not truly interested
• Best practice: Respond to positive replies within 2 hours during business hours

- **Formula**: Meetings held x Average deal size (weighted by stage probability)

• Track monthly and quarterly: Monthly for tactical adjustments, quarterly for strategic planning
• Distinguish from revenue: Pipeline is potential revenue, not closed revenue
• Attribution: Tag all outbound-sourced opportunities in your CRM for accurate tracking

**Daily tracking columns:**

• Date
• Emails sent
• Emails delivered
• Bounces
• Opens
• Replies (positive / negative / out of office / auto-reply)
• Meetings booked

**Weekly summary columns:**

• Total sent / delivered / bounced
• Open rate
• Reply rate (total and positive)
• Meeting book rate
• Meetings held
• Pipeline created

**Monthly summary columns:**

• All weekly metrics aggregated
• Pipeline value generated
• Revenue closed from outbound
• Cost of outbound operation
• ROI calculation
• Comparison to previous months

- **Delivery rate**: Delivered / Sent x 100 (target: 95%+)

• Open rate: Opens / Delivered x 100 (target: 40%+)
• Reply rate: Replies / Delivered x 100 (target: 5%+)
• Positive reply rate: Positive replies / Delivered x 100 (target: 2%+)
• Meeting rate: Meetings / Positive replies x 100 (target: 40%+)
• Show rate: Meetings held / Meetings booked x 100 (target: 80%+)
• Opportunity rate: Opportunities / Meetings held x 100 (target: 50%+)

- **Formula**: (Number of opportunities x Average deal size x Win rate) / Average sales cycle length

• Example: (20 opportunities x $30,000 x 15%) / 90 days = $1,000 per day
• Use this to: Project future revenue, set team targets, and justify outbound investment

- **Formula**: Total outbound costs / Meetings booked

• Include: Tool subscriptions, data costs, team salaries or agency fees, sending infrastructure
• Healthy range: Varies by deal size. A $50 cost per meeting is excellent for $50K+ deals but expensive for $5K deals
• Benchmark: Your cost per meeting should be less than 5% of your average deal size

- **Formula**: (Revenue from outbound - Total outbound cost) / Total outbound cost x 100

• Track cumulative ROI: Outbound ROI improves over time as pipeline matures
• Break-even analysis: At what point does cumulative revenue exceed cumulative costs?
• Factor in time lag: Most outbound deals take 3-6 months to close

**Step 1: Review the numbers**

• Compare this week's metrics to last week and to your targets
• Identify any metrics that moved significantly (up or down)

**Step 2: Diagnose issues**

• If open rates dropped: Check deliverability, subject lines, or data quality
• If reply rates dropped: Check email copy, targeting, or personalization
• If meeting rates dropped: Check follow-up speed and messaging
• If pipeline dropped: Check meeting quality and sales process

**Step 3: Plan adjustments**

• Decide what to change this week based on the data
• Make only one change at a time so you can measure impact
• Document the change and the hypothesis behind it

**Step 4: Update the team**

• Share key metrics with sales leadership
• Highlight wins and areas for improvement
• Align on priorities for the coming week

**Email Performance:**

• Delivery rate: 95-98%
• Open rate: 40-55%
• Reply rate: 5-10%
• Positive reply rate: 2-5%
• Bounce rate: Under 3%

**Conversion Performance:**

• Meeting book rate (from positive replies): 40-60%
• Show rate: 80-90%
• Opportunity creation rate: 40-60% of meetings held
• Close rate (outbound-sourced): 10-20%

**Efficiency:**

• Emails per meeting: 50-200 (varies by industry and deal size)
• Cost per meeting: 1-5% of average deal size
• Time to first meeting: 2-4 weeks from campaign launch
• Pipeline payback period: 3-6 months

**Volume Targets (per SDR):**

• Daily sends: 50-100
• Monthly sends: 1,000-2,000
• Monthly meetings booked: 8-15
• Monthly pipeline generated: $100K-$500K (depending on deal size)

- Track metrics consistently — daily inputs lead to weekly insights and monthly improvements

• Focus on the full funnel, not just vanity metrics like open rates
• Use formulas to calculate pipeline velocity, cost per meeting, and ROI
• Conduct weekly reviews to catch issues early and make data-driven adjustments
• Benchmark against industry standards but focus on improving your own baseline
• Attribution is critical — tag all outbound-sourced opportunities in your CRM