Weekly outreach tally
One printable page for a week of outreach, with a row per day and a line for the one thing changed that week.
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The tally is one page for one week of outreach: the week's plan at the top, a row for each working day, the totals, and a line at the bottom for the one change made that week. A filled-in week shows whether the volume behind a reply rate is really there, and a stack of them shows which change moved the count.
The week at the top
- Week starting:
- Main kind of outreach this week, warm or cold:
- Replies that can be answered the same day:
- Expected reply rate, from the last full week:
- Daily ceiling for new messages, the replies divided by the rate:
- Suppression list last checked on:
The daily count
The first row is a made-up example.
| Day | Warm messages | Cold messages | Follow-ups sent | Replies | Engaged leads | Referrals asked for | Called back the same day |
|---|---|---|---|---|---|---|---|
| Monday (made up) | 10 | 40 | 15 | 4 | 2 | 3 | 2 |
| Monday | |||||||
| Tuesday | |||||||
| Wednesday | |||||||
| Thursday | |||||||
| Friday | |||||||
| Week total |
An engaged lead is a reply that states a problem. A referral asked for is a request, in a warm message, for the name of someone else with the problem.
The reply rate
- New messages this week, warm and cold together:
- Replies this week:
- Reply rate, replies divided by new messages:
- Range for that rate, from the table or the formula below:
- Engaged leads this week:
- Engaged leads not called back the same day:
A single week at low volume gives a range too wide to judge a channel by itself. Several weeks added together narrow it.
Ranges for a reply rate
Each cell is the range, in percent, that the true reply rate could fall in, at the 95 percent level of the Wilson interval. Find the row nearest the week's messages and the column nearest its reply rate.
| Messages sent | 0 percent | 2 percent | 5 percent | 10 percent | 20 percent |
|---|---|---|---|---|---|
| 20 | 0 to 16.1 | no whole count | 0.9 to 23.6 | 2.8 to 30.1 | 8.1 to 41.6 |
| 50 | 0 to 7.1 | 0.4 to 10.5 | no whole count | 4.3 to 21.4 | 11.2 to 33.0 |
| 100 | 0 to 3.7 | 0.6 to 7.0 | 2.2 to 11.2 | 5.5 to 17.4 | 13.3 to 28.9 |
| 200 | 0 to 1.9 | 0.8 to 5.0 | 2.7 to 9.0 | 6.6 to 14.9 | 15.0 to 26.1 |
| 400 | 0 to 1.0 | 1.0 to 3.9 | 3.3 to 7.6 | 7.4 to 13.3 | 16.4 to 24.2 |
For a count between the rows, the same range comes from four lines of arithmetic, with n the messages sent and p the replies divided by n:
- A equals 1 plus 3.84 divided by n.
- The middle equals p plus 1.92 divided by n, all divided by A.
- The half-width equals 1.96 divided by A, times the square root of the sum of two terms: p times (1 minus p) divided by n, and 0.96 divided by n squared.
- The range runs from the middle minus the half-width to the middle plus the half-width.
Made up for this example: 3 replies from 60 messages give p of 0.05 and A of about 1.064. The middle is about 0.077 and the half-width about 0.060, so the true rate could be anywhere from about 1.7 to about 13.7 percent.
The one change this week
- What changed, circled: the daily number, the message, the list, the channel
- The change, in one line:
- Date the change started:
- Next week's reply rate and range, after the change:
Filling in the week
- Fill in the top on Monday morning, before the first message goes out.
- Add the day's counts to its row before the day ends.
- On Friday, total the columns and work out the reply rate.
- Find the range for that rate in the table, or work it out with the four lines of arithmetic, before deciding anything about the channel.
- Make one change for the next week, or none, and write it on the bottom line.