AI lead generation is an investment. Like any investment, you need to measure returns. Here are the metrics that matter and benchmarks to aim for.
Key Performance Metrics
- Emails sent - Volume of outreach activity
- Delivery rate - % that reach inboxes (should be 95%+)
- Open rate - % that open emails (target: 40-60%)
- Reply rate - % that respond (target: 5-15%)
- Positive reply rate - % interested responses (target: 2-8%)
- Meeting rate - % converted to meetings (target: 1-3%)
- Cost per meeting - Total cost ÷ meetings booked
Calculating ROI
Example calculation:
- AI lead gen cost: $2,000/month
- Meetings booked: 20
- Cost per meeting: $100
- Meeting to customer conversion: 25%
- New customers: 5
- Average customer value: $5,000
- Revenue generated: $25,000
- ROI: 12.5x
Track the full funnel to understand true ROI. A high reply rate means nothing if replies do not convert.
Optimizing Performance
- Low open rates - Test different subject lines, sender names
- Low reply rates - Improve personalization, value proposition
- Low meeting conversion - Refine targeting, ICP definition
- High unsubscribes - Check messaging relevance, frequency
A/B test systematically. Change one variable at a time to learn what works.
What gets measured gets improved. Set up proper tracking, review metrics weekly, and continuously optimize. AI lead generation should be an ROI-positive channel - prove it with numbers.