How to report list quality to clients
A weekly report template covering list size, match rate, bounces and replies, so clients see the data work behind the results.
Clients usually only see replies. When replies dip, they assume the copy broke. A short weekly note about the list shows what you control and what you've fixed.
Five numbers to track
| Number | How to get it | What it tells the client |
|---|---|---|
| Contacts added | Count new rows exported this week | How much of the market is covered |
| Match rate | Rows with an email found, divided by rows you submitted in an enrichment file | How complete the data is |
| Bounce rate | Bounces divided by emails sent | How clean the data is. Over 3% needs action |
| Positive reply rate | Positive replies divided by emails sent | Whether the list and offer work together |
| Market used | Contacts emailed divided by the total market size | How much room is left |
Tip: If you enrich a file in ContactYard, the output has a cy_status column. Count the `email_found` and `email_and_phone_found` rows for your match rate.
Copy the weekly note
Week of: ________ Client: ________ Contacts added this week: ____ Total emailed so far: ____ Market size: ____ Market used: ____% Match rate: ____% Bounce rate: ____% (target: under 3%) Positive replies: ____ Positive reply rate: ____% What changed this week: ____ What we're fixing next: ____
A filled-in example
Fictional client: week 3
- Contacts added
- 420
- Total emailed
- 1,260 of a 14,000 market (9%)
- Match rate
- 88%
- Bounce rate
- 2.4%
- Positive replies
- 9 (0.7%)
- What changed
- Removed two agency-type companies after a title check
- Next
- Test a smaller company size band
Tips for the note
- Keep it to ten lines. A long report gets skimmed.
- Always say what you're changing next.
- Report bad numbers early, with the fix next to them.
What to do next
Understand the bounce number better: why your bounce rate is over 3%.
Keep reading
How to build data costs into your retainer
Work out what each contact really costs, add a buffer for losses, and price list-building into a retainer you can defend.
How to run a free test campaign to win a client
Offer a small, time-boxed test so a hesitant client sees real replies before paying a retainer. Includes what to agree up front.
Why your bounce rate is over 3% and how to fix the list
The five usual causes of bounced cold emails, how to tell which one you have, and a safe routine for new lists.