5

Saleshandy Cold Email Masterclass

LESSON - 5

Optimization & Quality Check Process

The final quality check and optimization are needed to ensure that your email communication matches your outreach goal. While running your outreach, the goal is to build a relationship with your prospects and gently move them ahead in your sales funnel.

While running your final check, you must focus on some factors that can significantly improve email engagement and increase overall effectiveness.

You might miss some quality conversations and engagement if you miss out on these.

A/B Test Your Emails

Sticking to a single format while sending your cold emails will not open the door to learning and understanding your ICPs, and it will also result in less/ zero engagement.

Cold emailing is about building a business conversation with your prospect first, and running an A/B test allows you to experiment and understand which approach leads to positive conversations.

A successful A/B test will help with 

  • Better email engagement (Opens, replies)
  • Building the playbook for your outreach success

Here the question needs to be asked: Which elements should you consider for your A/B test? Well, it depends on your outreach goal.

🎯 If your goal is to improve your email open rate, then A/B test your subject line and from line. 

🎯 If your goal is to improve your email response rate, then A/B test your email content and CTA. 

In the below image, you can see a variation in the subject line.

After running your test, it is important to analyze and take action. Once you have discovered which sequence performs better, you can re-run the test on the other set of ICPs.

Analyzing the behaviors can reveal insights, and acting on those insights can drastically improve your outreach’s performance.

Key Metrics For Cold Email Outreach You Should Keep An Eye On

A famous quote says, “if you can’t measure it, you can’t manage it.” Let’s tweak it a little here and say that if you can’t measure it, you can’t scale it.

If you keep sending and optimizing your cold email outreach without knowing its impact, all your efforts will be futile. You might fail to understand whether your efforts are going in the right direction.

Your goal for your outreach can be different, but there are common cold emailing metrics that you must know and consider. And they’re

  1. Deliverability metrics 
  2. Engagement metrics

Let’s discuss both in detail.

Deliverability Metrics

You must be very well aware of the role email deliverability plays in your cold email outreach now. After knowing the consequences bad email deliverability can have, you must carefully monitor different metrics to avoid such situations.

Here are the metrics you must consider and act on.

1. Bounce Rate

  • This is the number of emails that didn’t make it to your prospect’s inbox due to an invalid email address or the prospect’s inbox being full.

  • Bounce rates are of two types hard bounce and soft bounce.

  • A hard bounce happens when you send emails to invalid email addresses.

  • A soft bounce occurs when your prospect’s email server is full. In this case, you can try sending the email again later.

⚠️Try to avoid hard bounce as much as possible. Hard bounce can build a negative domain reputation. Always verify your email list before sending any campaign.⚠️

Formula to calculate email bounce: Number of emails bounced ÷ Number of emails sent * 100

(You don’t need to worry about manual calculation as Saleshandy provides complete email analytics in the Report tab. This is just for you to have a clear idea.)

2. Delivery Rate

  • This metric is the easiest one to understand. The delivery rate is the percentage of emails successfully delivered to your prospect’s inbox.

Formula to calculate delivery rate: Number of emails delivered ÷ Number of emails sent * 100

3. Unsubscribers

  • A little heart-breaking metric as no one would like to see any prospect going away. The unsubscribe metric is the number of recipients who opted out of your email list.

  • On a brighter note, this fine-tunes your email list with only interested prospects in hand.

Formula to calculate Unsubscribes prospects: Number of unsubscribed emails ÷ Number of emails sent * 100

4. Spam Complaints

  • A spam complaint is the number of people who mark your email as spam.

  • This number can negatively impact your email reputation as the recipients’ actions can directly tell your ESP that you might be a spammer. We recommend that you always include an unsubscribe link.

Engagement Metrics

Your email engagement rate is the most important metric for you and your Email Service Provider (ESP). 

For you 

  • You use this metric to understand how your prospects interact with your email.

For your Email Service Provider (ESP)

  • Your ESP uses this metric to understand the interaction between you and your prospect. 
  • The more your prospect communicates with you; it shows the ESPs that your content is interesting and the user is interested in connecting with you—resulting in better inbox placement.

Here are the key engagement metrics you should consider:

1. Open Rate

The number of people who opened your email. Your subject line and from line have a great role to play here.

2. Response Rate

The response rate is the number of prospects that replied to your email. Your email content has to be enticing enough to create interest.

3. Conversion Rate

The number of prospects who clicked on your CTA and took the needed action.

Using the Saleshandy Report dashboard, you can get detailed analytics of each sequence with data like opened, clicked, replied, bounced, and unsubscribed.

Create A Checklist Before Launching Your Email Outreach

Firstly, congratulations on making it here. We are now only a few steps away from launching your email outreach. The pointers in this chapter won’t take much time, but you’ll need to carefully go through them to avoid any rookie mistakes.

Verifying Email Addresses

You must ensure you have a verified email list of your ICPs. As we have discussed in chapter 3, sending cold emails to unverified email ids will lead to email bounce. Which then will badly impact your email deliverability.

There are 2 ways to verify your emails:
  1. Verify using an email verification tool like Neverbounce, Finder.io, Zerobounce, and more.

  2. Verify your list while you upload your contacts in Saleshandy. You get an option to verify your email before moving ahead. Here all the invalid ids are removed, and you get a clean email list.

Spell Check And Proofreading

Before you hit enter, you need to proofread all your email content. Starting from your subject line to your email signature. You might have missed adding something, or there can be some spelling errors here and there. And you want to look as professional as possible!

You can always use Grammarly to avoid any spelling or grammar mistakes. Doing this activity will not take much time, and it will create a good first impression in your reader’s mind.

We also recommend checking your personalization tags and score because over-personalizing can annoy the prospect after one point. You can describe the problem statement deeply but avoid using too many personalization tags.

Send A Test Email

Last but not least, you can send a test email before launching your sequence and get a preview of how your email will look on the receiver’s end.

You can easily send a test email from the Saleshandy dashboard. Here are the 3 simple steps:

Step 1 – Click on Send Test Email next to Save

Step 2 – Enter the email address you wish to send the test email

Step 3 – Send

Note: The email address you mentioned should be included in your uploaded email list.

Conclusion

I hope you found this cold email masterclass helpful! By now, you should have a solid understanding of how to write effective cold emails that will get you noticed and increase your chances of success.

Remember to always keep your emails brief and to the point, personalize them for the recipient, and use a strong subject line to grab their attention. And don’t forget to follow up if you don’t hear back – sometimes it just takes a little extra effort to get a response.

Most of all, never neglect your email deliverability, because if you do, all your efforts will go in vain. With all this information in mind, you should be well on your way to making powerful connections and achieving your goals through cold email outreach. 

With a little practice and persistence, you can master the art of cold emailing and use it to expand your business or network.

Let’s apply the best practices with Saleshandy and compare the results