3 Questions for Vovik Tsybulskyi on Cold Email

1. What are the most common mistakes in cold email sequences?

Overcomplicating cold email copy. This is the number one issue, especially when not considering targeting, deliverability, and personalization.

2. What emerging trends in demand generation should B2B SaaS companies be paying close attention to?

Relevancy. The “spray and pray” approach doesn’t work anymore. While it might occasionally get results, it’s not consistent. To achieve better results and avoid email deliverability issues, campaigns need to use the right angles to reach prospects and apply different techniques, like offering free value, using lead magnets, experimenting with intent data, and personalization. But most importantly, you need to find the right product-market fit. If that’s in place, even more general campaigns will work.

3. Could you share some benchmark metrics for cold email performance? At what point should we start to be concerned?

I think it’s really important to pay attention to your reply rates - they are the most reliable metric. If you’re over 10%, you’re crushing it. A 5-10% reply rate means you’re doing very well. With 1-3%, you can still generate leads, but under 1% means your campaign is slowly dying. Make sure to test your email infrastructure weekly, rotate the domains you use to give them a rest and use quality warm-up and recovery tools like Folderly or Warmy.io.