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Welcome to Instantly

Setting Up Your Infrastructure

Finding Leads With SuperSearch

Build Your First Campaign

Tracking Your Campaign Performance

Automate Replies With Reply Agent

Next Steps and Optimization

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Understand Your Campaign Analytics

Your campaign is live and emails are going out. This is where most people get anxious. They refresh the dashboard every five minutes and panic if the numbers aren't perfect on day one. Outbound is a volume game and a pacing game. You need to let the data accumulate before drawing real conclusions.

The analytics section is where all your campaign performance lives. There are a few key metrics to understand.

Reply rate is the percentage of people who responded to your email. A good reply rate is anywhere from two to ten percent depending on your targeting and offer. If you're below one percent, something is probably off. Either your list is bad, your messaging isn't resonating, or your deliverability is tanking. Reply rate is the metric that actually tells you whether your campaign is performing and whether you're reaching inboxes. Instantly actually recommends turning off open tracking since it can negatively impact deliverability and isn't a particularly useful metric anyway.

Bounce rate is the percentage of emails that couldn't be delivered. Hard bounces are permanent failures where the email address doesn't exist. Soft bounces are temporary, like a full inbox. You want to keep your bounce rate under two percent. If it's higher, your list quality or infrastructure is probably the issue.

Deliverability is whether your emails are landing in the inbox or getting filtered to spam. Instantly handles a lot of this automatically by rotating IPs, adjusting sending limits, and verifying emails before you send. The inbox placement tool shows you exactly where your emails are landing.

The mindset to have is that you're not looking for perfect numbers. You're looking for consistent patterns. If your reply rate is three percent week over week, that's solid. If it suddenly drops to half a percent, something changed and you need to figure out what.

Copilot can do most of this analysis for you. Ask it to give you a performance breakdown, run experiments with new subject lines, or create alternative sequences. You can even have it sync a weekly report to your Slack channel. The AI does the analysis so you can focus on making smart adjustments.

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Video transcript

Alright, your campaign is live, emails are going out, now what? This is where most people get a little anxious. They start obsessing over every metric. They refresh the dashboard every five minutes.

They panic if the numbers aren't perfect on day one. Let me save you some stress. Outbound is a little bit of a volume game at times, but it's also a pacing game. You need to let the data accumulate before you can draw any real conclusions.

If you send ten emails and get one reply, that is not statistically meaningful. If you send a thousand emails and get a hundred replies, now we're talking. So the goal here is not to overanalyze every little metric. The goal is to understand what you're looking at, spot patterns over time, and make adjustments when the data tells you to.

And honestly, you can just ask Copilot to do most of this for you. Let's open the analytics session. This is where all your campaign performance lives. You've got a few key metrics here.

First, there's reply rate. This is the percentage of people who responded to your email.

A good reply rate is anywhere from two to ten percent depending on your targeting and offer. If you're below one percent, something's probably off. Either your list is bad, your messaging isn't resonating or your deliverability is tanking. And now here's something important.

We recommend actually not turning on open tracking. There's no real need for it and it could potentially negatively impact your deliverability. Just focus on reply rates. That's the metric that actually tells you whether your campaign is performing and whether you're inboxing.

Then bounce rate is the percentage of emails that couldn't be delivered. Hard bounces are permanent failures. The email address doesn't exist or the domain is dead. Soft bounces are temporary like the inbox is full.

You want to keep your bounce rate under two percent ideally. If it's higher your list quality is probably the issue or your infrastructure is. And then you've got unsubscribe rate. This is how many people opted out if you have that option enabled.

A low cribe rate is a good sign that your messaging is relevant if people are unsubscribing like crazy, you're either hitting the wrong audience or being too aggressive in volume. Now let's talk about deliverability. This is the big one. Deliverability is whether your emails are actually landing in the inbox or getting filtered to spam.

Instantly handles a lot of this automatically. We rotate IPs, adjust sending limits based on account help, and we verify emails before you send, but you still need to keep an eye on it. The inbox placement tool is your friend here. It shows you again exactly where your emails are landing.

If you're seeing a lot of spam placement, that is a red flag. It might mean your accounts need more warming or rewarming. Your copy could be triggering spam filters or your domain reputation is bad. Here's the mindset I want you to have.

You're not looking for perfect numbers. You're looking for consistent patterns. If your reply rate is three percent week over week, that's solid. If it suddenly drops to half a percent, something changed and you need to figure out what.

Same with deliverability. If you're lending in the inbox ninety percent of the time, you're doing great. If there drops to fifty percent, you've got a problem. The key is to experiment, and this is where Copilot becomes your best friend.

Again, you can go into Copilot every week and tell her to run some experiments for me, or you can even put that on autopilot. You can try new subject lines, write alternative sequences, test different angles. Copilot will create variations for you and you can see what performs better. You can also ask Copilot to analyze your performance.

Just say, give me a breakdown of what's happening with my campaigns and sync that to my Slack channel every week. What's going well, what's not. Copilot will look at your data and tell you exactly where to focus. You don't have to dig through dashboards or guess what's wrong.

The AI does the analysis for you. And remember, instantly is doing a lot of the heavy lifting in the background. When managing sending limits, rotating infrastructure, monitoring accounts, your job is just to watch the metrics, let Copilot help you optimize and make smart adjustments to your messaging and targeting. Next up, we're going to talk about how the reply agent manages your inbox conversations automatically.

Let's go.