The only metrics that matter · Agents of Automation

Philip Mudhir

20d ago (edited) in General discussion

The only metrics that matter

Ignore the Vanity metrics like open rate..

Why?

Ok im guilty of this...as you can see..

Am I still doing this?

Kinda.. the answer is hazy because some campaigns yes.. some no..

The ones I am doing for? New campaigns to "test" what subject lines are working..

The ones I'm not? Any campaign over 1-2 weeks old..

If you have 2-3 emails in each step per sequence in Instantly.. you should be able to dial into what is getting opened VERY quickly..

So why turn it off?

Apple, Google and Outlook..

All of them (even more so apple and google) have taken steps over the years and are fully capable of detecting the tracking pixel that is used to know if its been opened.

This can impact your deliverability by up to 4-6% (sometimes higher), and give you false readings for open rate because Apple opens the email before it ever lands in the inbox to check the email and google does something similar..

It will also burn your domains faster as you will get more emails marked as "risky" or "spam"..

SO be careful when using tracking metrics.. it can still be used VERY lightly as a indicator, but don't fully trust it..

The real metrics that matter are Reply Rate and Opportunities..

If your reply rate is good but your opportunity volume sucks, then your offer is the problem (for that person & niche)..

If your reply to opportunity rate is good, but the volume is very low, your subject and intro is likely to be the problem...

If your reply and opportunity rate is terrible (sub 0.5%) its your messaging overall that needs dialling in OR your niche isnt responding to your messaging..

A/B test everything at every step.. never have 1 email in a step until you have over 1% OPPORTUNITY RESPOSE rate..

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