Glossary
Reply rate
The share of sent messages that receive any response, positive or negative. Distinct from acceptance rate, which measures connection requests, and from positive reply rate, which counts only interested responses.
Reply rate is the honest measure of whether a message was worth sending. Open rates on LinkedIn are not meaningfully available, and on email they have become unreliable enough to be misleading.
The lever with most headroom is usually relevance rather than copy. A well-written message to the wrong person underperforms a plain one to the right person, consistently.
More terms
- Social sellingBuilding relationships on social platforms - usually LinkedIn - through engagement, content and conversation, rather than through direct pitching, with the aim of being the person someone already knows when they are ready to buy..
- Ideal Customer ProfileA written description of the kind of company and person most likely to buy from you and stay.
- Lead scoringAssigning each prospect a number that represents how well they match your Ideal Customer Profile, so a list can be worked in order of fit rather than in the order it arrived..
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