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INTRO
Is cold calling dead? What are the best practices for subject lines in 2022?
Why are sales reps really leaving your company?

We’ve compiled 31 of the most relevant outbound sales stats, covering

everything from email outreach and cold calling to some surprising
trends in the sales job market–and an unexpected reason your reps may
be losing hours of productivity.

Keep reading for insights on the outbound sales industry and what these
stats mean for your company.
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04 Email Outreach

13 Cold Calling

28 Work Habits & Outlook

35 CONCLUSION

TABLE OF CONTENT
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EMAIL OUTREACH
1. 8.5% OF OUTREACH EMAILS RECEIVE A
RESPONSE.

Are you above or below the average? If you’re below average, look for ways to
personalize your emails even more to bump up that response rate. Keep things
short, relevant, and well-researched. 

Revisit your open and reply rates regularly to see what prospects are responding
well to. Track which emails garner the most responses, and look for ways to
repeat that success. Lastly, check in on your email hygiene and deliverability to
ensure your messages are actually making it to the prospect’s inbox.

Source: Backlinko

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2. EMAILS WITH PERSONALIZED MESSAGES

HAVE A 32.7% BETTER RESPONSE RATE.

No one wants to be on the receiving end of a generic blast email. Personalization

shows the prospect that you’ve put in time and effort, and they’re more likely to
read your message in return.

Personalization is especially important in the first touch. But when you’re

reaching out to 80+ people daily, it’s not feasible to write a highly personalized
email for each prospect. Instead, try segmenting your prospects according to
their (possible) deal size and other attributes. Larger potential deal sizes merit
more personalization. For more on this method, check out the blog post here. 

Source: Backlinko
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3. WEDNESDAY IS THE BEST DAY TO SEND

OUTREACH EMAILS.

Are you sending emails at the optimal time? Prospects are less likely to see
your message on a Monday, when their inbox is overflowing with emails, or on
a Friday, when they may have already logged off for the weekend. People are
most active in their inboxes in the middle of the week.

To make the most of your time, try scheduling the majority of your outreach
for Tuesday-Thursday, then concentrate on other tasks (admin, research, etc.)
Monday and Friday.

Source: Backlinko 
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4. KEEPING YOUR EMAILS SHORT CAN BOOST

YOUR CHANCE OF GETTING A RESPONSE BY
ABOUT 65%.

The most common mistake in outbound sales emails is making the message
too long. Keep it short, and aim for around 25–50 words.

With each email you write, challenge yourself to cut it down by 25-50%. Better
yet, use a proven template that ensures you keep things short. You can check
out our sales email templates here.

Source: Will Allred, Dooly

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5. INCLUDING NUMBERS IN YOUR SUBJECT

LINE CAN RESULT IN UP TO 80% FEWER
OPENS FOR YOUR EMAILS.

Using numbers in the subject line is an outdated tactic. It can be tempting to

lure people in with stats, but numbers trigger spam filters and put the prospect
on edge. Avoid numbers as much as possible.

Instead, keep it brief, personalized, and descriptive (so the prospect knows
what to expect when they open it). For more subject line tips on what works
and what to avoid, read the blog post here.

Source: Will Allred, Dooly

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6. USING THE PROSPECT’S FIRST NAME IN

YOUR SUBJECT LINE CAN REDUCE YOUR
CHANCE OF A RESPONSE BY 18%.

Subject lines are the one place where you might be better off without
personalization. No one besides salespeople send emails with the recipient’s
first name in the subject line, which instantly tips the prospect off to the fact
that this is a sales email and reduces the chance they’ll open your message.

As an alternative, try addressing the recipient with “you” focused language,

using words like “you” and “yours” so it still feels addressed to them directly.

Source: Will Allred, Dooly

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7. THE SWEET SPOT FOR PERSONALIZATION

IS 20%. BY PERSONALIZING 20 PERCENT
OF EMAIL CONTENT, OPEN RATES GO UP
BY 40%, AND RESPONSE RATES INCREASE
BY 112%. ANYTHING ABOUT 20 PERCENT
SHOWED DIMINISHING RETURNS.

Effective sales emails need to have some level of personalization, but how
much is too much? We already covered that a first name in the subject line can
backfire. 

Try mentioning recent news in the prospect’s world–a job change, company
news, an award, or a publication. Have a brief look at their LinkedIn, website,
and other social feeds to see if they’ve shared anything recently worth
commenting on. This shows you did your research without going overboard.
 
Source: Dooly
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8. 70% OF SALES REPS REPORT THAT EMAILS

WITH A VIDEO ELEMENT PERFORM BETTER
THAN TEXT-BASED EMAILS REGARDING
OPENS, CLICKS, AND RESPONSE RATES.

Video adds a human element to prospecting and instantly stands out from the
standard cold email. Prospects appreciate that you’ve taken the time out of
your day to send a personalized video, even if it’s only a minute long.

Use a tool like Vidyard, Loom, or BombBomb, and try not to overthink it. If
you re-record the same video 15+ times, you’ll never make it through your
prospecting list!

Source: Dooly
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9. OUTREACH EMAILS WITH LONG SUBJECT

LINES HAVE A 24.6% HIGHER AVERAGE
RESPONSE RATE COMPARED TO THOSE WITH
SHORT SUBJECT LINES.

According to Backlinko.com, subject lines between 36-50 characters get the

best response rate. Most likely, this is because longer subject lines allow you to
describe the content of your message fully. 

Try experimenting with longer subject lines by being more descriptive about
your email’s content and telling the prospect exactly what to expect if they click
open. Ensure the subject line ties directly to the information in the email. Using
misleading subject lines or ones that aren’t relevant to the body of your email
can decrease the open rate of future emails.

Source: Backlinko
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COLD CALLING
10. 50% OF DECISION-MAKERS PREFER TO BE
CONTACTED OVER THE PHONE. 

Despite the rise of email and social, good old-fashioned phone calls are still very
effective. Cold calling offers a level of human connection that other outreach
methods lack. 

If cold calls aren’t already a part of your outbound sales strategy, it’s time to
start incorporating them. To help prepare before making your next call, check
out this post with some essential tips and FAQs.

Source: Zendesk 
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11. 80% OF SALES REQUIRE FIVE FOLLOW-UP

CALLS OR MORE.

Just because the prospect says no the first time or doesn’t get back to you
doesn’t mean there’s no chance of a sale. Follow-ups are an expected part of
the process.

Schedule reminders in your CRM to follow up at least five times with each
prospect. Make sure each touch is polite and provides value; otherwise,
repeated outreach can quickly become annoying.

Source: HubSpot
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12. THE BEST TIME TO MAKE PHONE CALLS IS

BETWEEN 11AM-12PM AND 4 PM-5 PM. 

Schedule your cold calling between these hours, and save the rest of your
work for the morning and mid-afternoon. The remaining hours can be spent
researching prospects, updating your CRM, or completing other admin tasks.
Also, consider that these times only apply to phone calls, and you can still
conduct email outreach during these windows.
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13. 50% OF PROSPECTS DON’T RESPOND

UNTIL AFTER FIVE DAYS.

Don’t slack off on the follow-up just because you don’t get a reply. Just because
you don’t hear back right away doesn’t mean the prospect isn’t interested. Try
not to let assumptions impact your prospecting. 

While you’re waiting to hear back, you can send friendly follow-ups to stay top
of mind. Don’t pressure the prospect to reply, but pass along some valuable
information (content you think they might enjoy, answer common questions
about your product, etc.). Chances are, your prospect was either busy or simply
forgot. They'll appreciate the effort if you’re providing value with each touch.

Source: Email Analytics

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14. 60% OF CUSTOMERS WILL SAY NO FOUR

TIMES BEFORE THEY AGREE TO A DEAL OR
MEETING.

48% of salespeople never make a single follow-up, but this stat shows
that buyers don’t mind receiving multiple calls back–in fact, they expect it.
Persistence is vital, and if you’re the only person to follow up numerous times,
you may just get that yes.

Make sure follow-ups are a standard part of your prospecting process.

Document templates in your playbook, add reminders to your CRM and ensure
every team member follows up with relevant prospects.

Source: Dooly
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15. 44% OF SALESPEOPLE GIVE UP AFTER ONE

FOLLOW-UP CALL.

The fact is, most salespeople are giving up too early. The vast majority of sales
are made after multiple touchpoints and require several follow-ups–yet our
process doesn’t reflect that. 

If your process doesn’t include a clearly defined follow-up process, now is the
time to outline one. For more on the art of the follow-up, check out this article.

Source: Dooly
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16. 75% OF SURVEYED EXECUTIVES ARE

WILLING TO MAKE AN APPOINTMENT OR
ATTEND AN EVENT BASED ON A COLD CALL
OR EMAIL ALONE.

Cold calling isn’t dead! This type of cold outreach is still effective as long as it’s
done well. The key is ensuring each call is personalized, relevant, and grabs the
prospect’s attention. 
 
Before picking up the phone, you should have a clear understanding of your
ideal customer, their pain points, and potential objections. You should also
have done some basic research on this specific prospect. To maximize your cold
calling process, check out our proven scripts here.
 
Source: Dooly
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17. “SORRY, IT’S A BAD TIME.” – 42% OF

PEOPLE WHO SAY THIS ARE WILLING TO
HAVE A CALLBACK. 

The gut reaction to this response is to apologize and hang up. But in reality, this
isn’t a “no”; it’s a “not now.” 

The next time a prospect tells you it’s a lousy time, suggest an alternative date
to call back. 42% of buyers are more likely to make a purchase when accepting
calls from salespeople at an agreed-upon time. 

Source: Dooly
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18. AN INDUSTRY STUDY SHOWED COMPANIES

WHO SAID COLD CALLING IS DEAD
EXPERIENCED 42% LESS GROWTH THAN
THOSE WHO SAID IT WAS ALIVE.

Ouch. Not only is cold calling alive and well, but ignoring this method can
seriously hurt your growth. It’s time to give serious consideration to whether
cold calling could work for your company.
 
If you don’t have the resources or experience to build your own outbound
sales function, consider outsourcing. Hiring external sales development reps
is becoming more and more common in the B2B industry; this article explains
why.

Source: Dooly
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19. IT TAKES AN AVERAGE OF 18 CALLS TO

CONNECT WITH A BUYER. 

Yet few salespeople are willing to put in that amount of time and commitment.
If you’re not already, start keeping track of how many calls you spend on each
prospect before giving up. If it’s less than 18, then it’s time to make a change.
This relatively easy change will help you stand out from the crowd and book
more meetings as a result.

Source: Dooly
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20. 92% OF SALES PROS GIVE UP AFTER THE

4TH CALL, BUT 80% OF PROSPECTS SAY NO
FOUR TIMES BEFORE SAYING YES.

Rejection is a part of the game in sales. The better you handle a no, the more
likely you are to get a yes eventually.
 
The lesson to be learned here is never to give up before the four or more calls
(just view the stat above for proof of the returns!). Continue to provide value
and follow up with prospects who have turned you down in the past–you never
know when they might be ready to say yes.
 
Source: Dooly
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21. THE TYPICAL BUSINESSPERSON RECEIVES

115 EMAILS DAILY. 

This makes cold calling a great way to stand out and capture a prospect’s
attention, and 57% of C-level buyers actually prefer that salespeople pick up
the phone. 

Make sure that cold calling is a part of your outbound sales strategy and
that if you choose to send emails, they’re personalized and well-researched.
Otherwise, they’ll be lost in your prospect’s inbox.
 
Source: Dooly
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22. PROSPECTS WON’T LISTEN FOR MUCH

MORE THAN 30 SECONDS TO A COLD CALL
MESSAGE. 

Each additional second used beyond your 30 decreases the chances of

connecting with customers by 2%. Keep it short and sweet, or you’ll lose them
before the conversation even begins.
 
Try timing yourself or role-playing with your team. If you go on for too long,
keep practicing until you can recite your pitch in 30 seconds or less.
 
Source: Dooly
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23. ONLY 37% OF PROSPECTS IN A HUBSPOT

SURVEY FEEL SALESPEOPLE WHO’D MADE
COLD CALLS TO THEM HAD DELIVERED
INFORMATION RELEVANT TO THEIR NEEDS.

Don’t skip that pre-call research. You need to have a clear understanding of who
the prospect is, what their company does, and how you can help them–at the
minimum. 
 
Before you pick up the phone, make sure you can answer a few basic questions
about the prospect and have some piece of relevant information or news about
their company at the ready.
 
Source: Dooly
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24. 82% OF BUYERS SAY THEY HAVE ACCEPTED

MEETINGS WITH SALESPEOPLE AFTER A
SERIES OF CONTACTS BEGINNING WITH
SALES COLD CALLS.

More proof that the cold call isn’t dead. Buyers are willing to listen to cold
pitches over the phone, but only if it’s relevant, captures their attention, and
doesn’t take up too much of their time. Review our cold call scripts here and
compare them to your own process.

Source: Dooly
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WORK HABITS & OUTLOOK

25. 91% OF SALESPEOPLE SAID THEY
WORK AFTER HOURS OR ON WEEKENDS
EITHER “OCCASIONALLY” (75%) OR
“CONSISTENTLY” (16%).

The occasional weekend is one thing, but consistently putting in extra hours
isn’t great for employee morale. Some salespeople feel the need to be “always
on,” while others work extra hours to catch up on admin work. Look at who’s
staying late at your office and see if there’s anything you can do to help.

Source: Dooly
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26. 69% OF SALESPEOPLE HAVE EXPERIENCED

BURNOUT.

With more jobs available than salespeople to fill them, taking care of your
employees is more critical than ever. Ensure your team has access to the
support they need and that they’re not working under unrealistic expectations. 

If you’re the team leader, it’s your responsibility to initiate the conversation. Ask
what support your team needs, what their significant stressors are at work, and
what resources they could use that are currently lacking. Let your team know
they can always come to you if they're struggling.

Source: Dooly
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27. 67% OF SALESPEOPLE AGREED THAT AT

LEAST HALF OF THE MEETINGS THEY SIT
THROUGH EACH DAY SEEM UNNECESSARY.

Time lost to pointless meetings is time away from revenue-generating activities.

The next time you schedule a team meeting, consider whether it could just as
easily be handled over email or Slack.

Take a time audit of your day and week. How many hours are you spending in
meetings, and how many of those are truly necessary? Ask for feedback from
your team as well about which meetings serve a purpose and which can be cut.

Source: Dooly
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28. 57% OF SALESPEOPLE BELIEVE THEIR

COMPANY’S TECH STACK IS HARMFUL TO
THEIR PRODUCTIVITY.

There is such thing as too much of a good thing. Too many tools or complex
technology may be making the job more complicated than it needs to be. 

Do an audit of your current tech stack and ask your reps for their opinions. Ask
them to rate each tool based on its usefulness and how often they use it, and
eliminate anything that is overcomplicating your sales process.

After this initial sweep, check in with your team regularly to see which tools are
actually being used, which are helpful, and which need to go.

Source: Dooly
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29. 74% OF SALESPEOPLE OF RESPONDENTS

SAID MUCH OF THEIR WORKDAY IS SPENT
ON ACTIVITIES THAT DON’T CONTRIBUTE TO
SELLING.

The biggest time suck? Internal meetings. Most salespeople agree their
managers don’t understand how time-consuming these calls and meetings are,
which results in unrealistic expectations for meeting quota.

If you’re a sales leader, take a few minutes to evaluate which meetings are truly
important each week. Consider that every hour your reps spend in internal
meetings could be spent on revenue-generating tasks instead. 

Then ask your reps which other tasks are taking their time away from selling,
and look for anything that could be eliminated, automated, or outsourced.

Source: Dooly
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30. 1 IN 4 REPS PLAN ON QUITTING IN THE

NEXT 3-6 MONTHS.

With long work hours and burnout on the rise, reps are less likely to stick around
long-term. Consider how your organization reinforces company loyalty and if
you’ve provided your reps with a path for career advancement. 

Strengthening the relationship between your AEs and SDRs is one way to do
this. This blog post also shares some ideas for how to motivate your sales team
and ensure their long-term loyalty. 

Source: Dooly
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31. 50% OF SALESPEOPLE COULD BE

CONVINCED TO LEAVE THEIR COMPANY FOR
BETTER BENEFITS.

Pay increases aren’t the only reason salespeople switch companies. Non-
monetary incentives can be just as effective at convincing them to stay, with
43% of reps citing lack of benefits as a core reason for leaving.

It’s time to evaluate the benefits you provide your sales team, going beyond
financial compensation. Are you supporting their career growth and life outside
of work? Are there opportunities for you to do more? Check out this list of non-
monetary incentives for inspiration.

Source: Dooly
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CONCLUSION
Staying on top of the latest industry trends is crucial for outbound sales
success. These stats on email outreach, cold calling, and workplace
habits offer critical insights on how to improve your sales development
process.

Most surprising are the stats on lost productivity, with up to 74% of

salespeople spending much of their workday on activities that don’t
contribute to selling. It may be time to reevaluate where all those hours
spent on meetings are going.

Likewise, a startling number of reps plan on leaving their job within the
next few months. Many of them cited the lack of benefits as a major
factor in their decision. These stats have important implications for sales
leaders, especially if you’re looking to retain sales talent long-term and
cut down on hiring and training costs.
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