{"id":4918,"date":"2018-06-28T13:56:56","date_gmt":"2018-06-28T12:56:56","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=4918"},"modified":"2025-01-21T10:26:01","modified_gmt":"2025-01-21T09:26:01","slug":"test-email-metrics","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/test-email-metrics\/","title":{"rendered":"My Open, Reply or Interest Cold Email Metrics are Low, What Can I A\/B Test?"},"content":{"rendered":"<p>Cold outreach needs a lot of experimentation before you get it right. You can tinker with cold <span id=\"urn:enhancement-9326c9e7\" class=\"textannotation disambiguated wl-thing\">email<\/span> copy, subject line, CTA, and other elements to optimize your cold <span id=\"urn:enhancement-49853cc4\" class=\"textannotation disambiguated wl-thing\">email<\/span>. However, how do you know what to focus on?<\/p>\n<p>Thankfully, you\u2019ve got a stats board and you\u2019re able to clearly see what\u2019s not working. Below, I\u2019ll focus on three crucial cold <span id=\"urn:enhancement-dfc80bb0\" class=\"textannotation disambiguated wl-thing\">email<\/span> rates and what to do to give them a boost. And that boost usually comes from A\/B testing one element.<\/p>\n<p>If you want to learn what specific <a href=\"https:\/\/woodpecker.co\/blog\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\">cold <span id=\"urn:enhancement-ddee6da8\" class=\"textannotation disambiguated wl-thing\">email<\/span><\/a> rates mean, read this: <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/outbound-sales-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">What Outbound Sales Metrics Should We Track and Why? &gt;&gt;<\/a><\/p>\n<p>Keep in mind that we need to A\/B test on a homogenous group. Here\u2019s more about <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/ab-testing-in-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">what is\u00a0a homogenous group is and how to carry out A\/B testing &gt;&gt;<\/a><\/p>\n<p>Do you prefer learning from videos? Check this one, then:<\/p>\n<p><center><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/a_jj_SSmnaA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>\u00a0<\/center><\/p>\n<h2 id=\"1\">What to A\/B test if you want to improve the open rate?<\/h2>\n<p>Open rate tells you how many of the delivered <span id=\"urn:enhancement-1d264be\" class=\"textannotation disambiguated wl-thing\">emails<\/span> in a campaign were opened. Open rate doesn\u2019t determine your campaign\u2019s success. Yet, the more prospects open your <span id=\"urn:enhancement-59fc131\" class=\"textannotation disambiguated wl-thing\">email<\/span>, the greater the chance they reply positively to it.<\/p>\n<p>There\u2019s a lot of\u00a0aspects you may test to improve the open rate. But before I discuss any of them, I need to draw your attention to a few things.<\/p>\n<p>The way you send your <span id=\"urn:enhancement-e1010f74\" class=\"textannotation disambiguated wl-thing\">emails<\/span> impacts the number of the\u00a0<span id=\"urn:enhancement-58f7200d\" class=\"textannotation disambiguated wl-thing\">email<\/span> opens you get. If you send cold <span id=\"urn:enhancement-71ffb6b0\" class=\"textannotation disambiguated wl-thing\">emails<\/span> with an <span id=\"urn:enhancement-1b2b2518\" class=\"textannotation disambiguated wl-thing\">email<\/span> marketing tool, you may get yourself into the \u201cPromotions\u201d tab. That\u2019s because this tool uses their own SMTP.<\/p>\n<p>More on that here: <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/cold-email-vs-newsletter\/\" target=\"_blank\" rel=\"noopener noreferrer\">What\u2019s the difference between cold email and marketing emails? &gt;&gt;<\/a><\/p>\n<p>That\u2019s it for landing in the \u201cPromotions\u201d tab. There\u2019s another place your <span id=\"urn:enhancement-e0cf39b8\" class=\"textannotation disambiguated wl-thing\">email<\/span> can unfavorably fall into &#8212; the SPAM folder. If you don\u2019t get your <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/spf-dkim\/\" target=\"_blank\" rel=\"noopener noreferrer\">SPF and DKIM<\/a> properly set up, there\u2019s a high chance your <span id=\"urn:enhancement-859d9aac\" class=\"textannotation disambiguated wl-thing\">email<\/span> gets to SPAM and won\u2019t ever get opened or read. Or your email server&#8217;s IP gets <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/reputation-domain-ip\/\" target=\"_blank\" rel=\"noopener noreferrer\">blocked from sending<\/a>. Similarly, you may have used some vocabulary that triggers SPAM filters. Check the list here: <a href=\"https:\/\/www.simplycast.com\/blog\/100-top-email-spam-trigger-words-and-phrases-to-avoid\/\" target=\"_blank\" rel=\"noopener noreferrer\">100 Common Email SPAM Words to Avoid &gt;&gt;<\/a><\/p>\n<p>When your open rate falls short of your expectations, check whether your <span id=\"urn:enhancement-f015edc5\" class=\"textannotation disambiguated wl-thing\">emails<\/span> get into the primary tab. If they do, here is a set of things you can A\/B test to improve the open rate.<\/p>\n<h3 id=\"2\">Subject line<\/h3>\n<p>The subject line is like a key that opens your message. It compels the receiver to click on the message. For that reason, it affects the open rate of the whole campaign.<\/p>\n<p>Your subject line should be intriguing enough for prospects to open the <span id=\"urn:enhancement-f6d113d5\" class=\"textannotation disambiguated wl-thing\">email<\/span>. The most intriguing subject lines I can think of are the ones that are centered around the prospect. They include praise or highlight the benefit that the prospect can get from your cooperation.<\/p>\n<p>But writing a good subject line isn\u2019t easy. The subject that contains a joke may work well on one target group, while the other group may scorn at the same subject line. Or a question may get more attention than a statement. It all needs to be tested.<\/p>\n<p>It can be that you won\u2019t see any differences in the open rate when you split test the subject. In such a case, continue testing other elements.<\/p>\n<p>Check out: <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/subject-line-example\/\" target=\"_blank\" rel=\"noopener noreferrer\">12 Irresistible Sales Email Subject Lines: Can You Spot The Pattern? &gt;&gt;<\/a><\/p>\n<h3 id=\"3\">From line<\/h3>\n<p>The \u201cFrom:\u201d line appears right next to the subject line. It shows the recipients who the message comes from. So, it may make or stop them from opening the <span id=\"urn:enhancement-6fb18e8f\" class=\"textannotation disambiguated wl-thing\">email<\/span>.<\/p>\n<p>If few people open your <span id=\"urn:enhancement-3c076770\" class=\"textannotation disambiguated wl-thing\">email<\/span>, you can try to test the \u201cFrom\u201d line. Remember when Cathy shared five possible versions of the \u201cFrom\u201d line.<\/p>\n<p>Here they are,<br \/>\nA. First name (Cathy)<br \/>\nB. First name + Last name (Cathy Patalas)<br \/>\nC. First name + Last name, Title (Cathy Patalas, Head of Marketing)<br \/>\nD. First name + Company name (Cathy at Woodpecker.co)<br \/>\nE. First name + Last name + Company name (Cathy Patalas at Woodpecker.co)<\/p>\n<p>Pick two and test whether the open rate has improved or not.<\/p>\n<h3 id=\"4\">Introduction<\/h3>\n<p>The introduction of cold <span id=\"urn:enhancement-c88e6d07\" class=\"textannotation disambiguated wl-thing\">email<\/span> copy affects the open rate too because you don\u2019t need to open the <span id=\"urn:enhancement-78589207\" class=\"textannotation disambiguated wl-thing\">email<\/span> to see most of it in the inbox. Remember that intro shouldn\u2019t introduce you. That\u2019s the job of the \u201cfrom\u201d line and the signature.<\/p>\n<p>The intro, however, catches the recipient attention by mentioning something about them and why you <span id=\"urn:enhancement-f26ecbe1\" class=\"textannotation disambiguated wl-thing\">email<\/span> them and not any other person. If you start talking about yourself in the very first sentence, your recipients may not want to talk with you.<\/p>\n<h3 id=\"5\">Delivery time<\/h3>\n<p>The time when your <span id=\"urn:enhancement-979ef737\" class=\"textannotation disambiguated wl-thing\">email<\/span> enters the inbox matters. Send it at the wrong time and your reply rate suffers. As Cathy wrote before, the best delivery time is not universal. You need to experiment to find what works best on your target group.<\/p>\n<p>Maybe you change your time from early to late hours and your open rate increases? It\u2019s all open to testing.<\/p>\n<p>Keep in mind your <span id=\"urn:enhancement-d8ffc7c3\" class=\"textannotation disambiguated wl-thing\">email<\/span> provider\u2019s sending limits when planning a cold <span id=\"urn:enhancement-7f39c0d9\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-2137457905\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-2137457905\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2 id=\"6\">What to A\/B test if you want to improve the reply rate?<\/h2>\n<p>Reply rate tells you how many of the people who opened the message, replied to it. You want it as high as possible. The first thing that influences the reply rate is your target group. You need to reach people who can benefit from your offering. The other factor is the copy of your <span id=\"urn:enhancement-cf20eed4\" class=\"textannotation disambiguated wl-thing\">email<\/span>. What elements of the copy can we A\/B test to get our reply rate into shape?<\/p>\n<h3 id=\"7\">Introduction<\/h3>\n<p>Not only does the message intro influence the open rate, it has something to do with the reply rate too. A bad intro may discourage the addressee from reading the message let alone responding to it.<\/p>\n<p>That\u2019s why it\u2019s important to explain why you\u2019ve chosen to contact the person. And telling them that you have an amazing company is not enough. Try two different intros without changing any other copy element and compare results.<\/p>\n<h3 id=\"8\">Value proposition<\/h3>\n<p>Another thing that affects the reply rate is the way you pitch to your prospect. A key to comparing value proposition may be talking about different benefits in version A and different ones in B. Then, checking which one seems to be more beneficial to your target.<\/p>\n<h3 id=\"9\">Signature<\/h3>\n<p>The content of your signature matters. It shouldn\u2019t be too long nor too vague. Here are the elements you can experiment with when it comes to the signature:<\/p>\n<ul>\n<li>Name and surname<\/li>\n<li>Job title<\/li>\n<li>Email address<\/li>\n<li>Physical address<\/li>\n<li>Link to company website<\/li>\n<li>Link to a blog or other materials<\/li>\n<li>Social profiles<\/li>\n<li>Phone number<\/li>\n<li>Photo<\/li>\n<li>Sign off<\/li>\n<\/ul>\n<h3 id=\"10\">Call to Action<\/h3>\n<p>CTA is a major thing that elicits replies. It tells your addressee what you want from them. Too complicated or too hazy and they won\u2019t write back to you. If you\u2019re not sure whether your ask is too big or unspecific, test it out.<\/p>\n<h2 id=\"11\">What to A\/B test if you want to improve the interest rate?<\/h2>\n<p>You\u2019ve got a mountain of replies to your campaign, but how many of them are interested? There are a couple of things you can do to make your interest rate higher. But there are some things that influence the\u00a0amount of interest you get that is hard to test:<\/p>\n<ul>\n<li><strong> your target group<\/strong>; consider <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/lean-approach\/\" target=\"_blank\" rel=\"noopener noreferrer\">a lean approach to cold email\u00a0<\/a>to improve your target;<\/li>\n<li><strong>what you publish about your company on the Internet<\/strong>; consider reviewing what <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/brand-audit\/\" target=\"_blank\" rel=\"noopener noreferrer\">your website and social media profiles<\/a> tell about you.<\/li>\n<\/ul>\n<p>However,\u00a0other elements can be easily tested. Again, those elements are involved with email copy.<\/p>\n<p>If you get replies, but the majority of them are negative, you may want to change the\u00a0template you use. If you use one that you found online that is it. Change it. Learn how to effectively use templates here:<\/p>\n<p><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/first-email-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">What to Write in an Opening Message to Ace Email Outreach &gt;&gt;<\/a><\/p>\n<p>Sometimes the way you schedule your follow-up messages can get people annoyed. That&#8217;s why you should test how you should space them out. But I think that the easiest thing to A\/B test is the call to action you use.<\/p>\n<h2>What to take away from it?<\/h2>\n<p>A lot of people give up cold emailing too easily. Sometimes a small adjustment leads to amazing results. That&#8217;s why you should always be testing to\u00a0identify the best way of email outreach to your prospect group. Thankfully, you can monitor your campaign&#8217;s performance and adjust it. Just take a peek at your stats board and identify what&#8217;s wrong.<\/p>\n<p>If you decide to give an A\/B testing a go, here&#8217;s a full guide on doing that in Woodpecker.<\/p>\n<p><a href=\"https:\/\/woodpecker.co\/blog\/step-by-step-guide-to-a-b-testing-cold-emails-and-follow-ups\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to do A\/B test in Woodpecker &gt;&gt;<\/a><\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1047416300\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1047416300\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cold outreach needs a lot of experimentation before you get it right. You can tinker with cold email copy, subject line, CTA, and other elements to optimize your cold email. However, how do you know what to focus on?<\/p>\n","protected":false},"author":17,"featured_media":4928,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Too low open, reply and interest rate, check what to A\/B test<\/title>\n<meta name=\"description\" content=\"Cold outreach requires much experimentation. But what to do if your campaign doesn&#039;t perform well? 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Check how A\/B tests can improve your email rates.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodpecker Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/business.facebook.com\/woodpeckerapp\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-28T12:56:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-21T09:26:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2018\/06\/28_06_2018-My_open_reply_or_interest_cold_email_metrics_are_low_what_can_I_A-B_test_-3-01.png\" \/>\n\t<meta property=\"og:image:width\" content=\"650\" \/>\n\t<meta property=\"og:image:height\" content=\"391\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Margaret Sikora\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@woodpeckerapp\" \/>\n<meta name=\"twitter:site\" content=\"@woodpeckerapp\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/\"},\"author\":{\"name\":\"Margaret Sikora\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#\/schema\/person\/dbd5fae1eeb41a0caf2e2c7bda48059f\"},\"headline\":\"My Open, Reply or Interest Cold Email Metrics are Low, What Can I A\/B Test?\",\"datePublished\":\"2018-06-28T12:56:56+00:00\",\"dateModified\":\"2025-01-21T09:26:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/\"},\"wordCount\":1540,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#organization\"},\"articleSection\":[\"Cold email advanced\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/\",\"url\":\"https:\/\/woodpecker.co\/blog\/test-email-metrics\/\",\"name\":\"Too low open, reply and interest rate, check what to A\/B test\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\"},\"datePublished\":\"2018-06-28T12:56:56+00:00\",\"dateModified\":\"2025-01-21T09:26:01+00:00\",\"description\":\"Cold outreach requires much experimentation. 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