Cold email campaign tanked hard last month - is it the offer or the list?

Debating whether to rebuild the whole sequence or just scrap the list and start fresh from ZoomInfo - what's been your experience when a campaign flops like this?

2 comments

2 Comments

morgan.charlie11d ago

Zombie list is usually the problem, not the offer. If you got good open rates before and now they dropped off a cliff, those contacts have gone stale or your domain got flagged. Fresh list from ZoomInfo won't fix bad targeting though. Pull your best performing cold email from the old campaign, cut the fluff, and test it against a small batch of new prospects first. Keep your sequence short, like 3 touches max, before you move on. Most people blame the offer when their data is just old and the emails are hitting inactive inboxes.

bethj4411d ago

I've been there too, it stings when you put time into a campaign and get nothing back. Last month ours went from a 3% reply rate to basically zero. I checked everything - offer, subject lines, timing. What finally showed me the problem was looking at the bounce rate. It jumped from 2% to almost 15%, which told me the list was just dead. So I'd say look at your hard bounces first before you change the offer. That will tell you if you need new contacts or a new message.