Before launching any campaign, we must know the end goal.

The end goal is reaching a lead-per-meeting rate that is scalable enough (given the Total Addressable Market (TAM)) to reach the monthly pipeline goals. 

Three factors determine your ability to reach that goal: 

1.Email Deliverability 

2.Targeting 

3.Messaging 

Given a rigorous email infrastructure and deliverability process, you can assume emails going to spam is never the problem. 

That leaves two additional factors that contribute to your conversion rates: 

1.Targeting (i.e. are you reaching out to the right people and companies) 

2.Messaging (i.e. are you saying the right thing to them) 

Before kicking off a new campaign, you should have already done extensive research. So most of the time, targeting is not the issue. While you can’t completely rule it out, you want to focus your efforts on message testing first.