Reporting

You shouldn’t need a weekly call to know if outbound is working. The data should tell you. Here’s exactly what we track, what benchmarks to expect, and how we use it to improve.

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The metrics sheet

We set up a shared Google Sheet at the start of every engagement. It’s live — updated automatically from the sending platform — and you have full access at all times.

What’s in it:

Metric	Updated	Notes
Emails sent	Daily	Split by domain and mailbox
Open rate	Daily	Proxy metric — treat as directional
Reply rate	Daily	Positive + negative combined
Positive reply rate	Weekly	Interested responses only
Meetings booked	Weekly	Confirmed Cal.com bookings
Meetings shown	Weekly	You report this back to us
Bounce rate	Daily	Must stay under 2%
Unsubscribe rate	Daily	Should stay under 0.5%

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Benchmarks

These are real-world targets, not best-case scenarios. Your first 30 days will be lower (warmup ramp).

Metric	Below average	Target	Strong
Open rate	<25%	35–50%	>55%
Reply rate (all)	<2%	3–6%	>8%
Positive reply rate	<0.5%	1–2%	>3%
Meetings booked / 1k emails	<3	5–10	>12
Bounce rate	>3%	1–2%	<1%

If we’re consistently below target on any metric after week 4, we diagnose the cause and adjust. It’s almost always one of: list quality, copy angle, or ICP definition.

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Weekly Loom

Every Friday you receive a short Loom (5–8 minutes) covering:

• What we sent this week and how it performed
• What’s working (specific email, signal, or angle)
• What we’re changing next week and why
• Any reply threads worth your attention
• Metrics vs. previous week

You can watch it async, leave comments on the Loom, or reply to the email. No mandatory call.

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The first 60 days

The first 60 days are a calibration period. Expect:

• Days 1–21 — Infrastructure setup and warmup. No sends or minimal sends.
• Days 21–40 — First sends. Lower volume. First data on what’s working.
• Days 40–60 — Full volume reached. Copy and targeting have been iterated at least twice. Performance starts stabilizing.

The guarantee — 10 qualified meetings in 60 days — is measured from the first send date, not from day 1 of the engagement.

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How we use data to improve

Outbound is iterative. Every week we ask:

1. Which emails are getting replies? Promote those angles to more contacts.
2. Which subjects are getting opens? Standardize the winners.
3. Which contacts aren’t converting? Tighten the ICP filter.
4. Which signals are producing the most meetings? Double down on those sources.

We document every change in the metrics sheet so you can see exactly what we changed and when. If something we tried made things worse, you’ll see it.

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Reporting to your team

If you need to report outbound performance internally, we can generate a summary view with the key numbers in a format you specify (Google Slides, Notion, email summary). Just ask.

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After 60 days

At the 60-day mark we run a full performance review:

• Total meetings booked vs. guarantee
• Which ICP segments performed best
• Which copy angles had the highest reply rates
• Recommended changes for the next 60 days (ICP, volume, sequences, new signals)

This review is delivered as a written document, not just a call. You can reference it later.