Step 1: Categorize Your Non-Responses

Track every single response (even the negative ones) in these categories:

A. Active Rejections (10-15% of non-responders typically respond)

• "Not interested" → Positioning problem
• "Wrong person" → Targeting problem
• "Bad timing" → Timing/urgency problem
• "We use [competitor]" → Competitive intelligence
• "Too expensive/cheap" → Pricing positioning issue
• "Don't understand what you do" → Clarity problem

B. Engagement Without Commitment (5-10%)

• "Tell me more" → Interest but needs nurturing
• "Send me info" → Lukewarm interest
• "Not now but maybe later" → Timing issue
• "Interesting approach" → Positioning resonance

C. Complete Silence (75-85%)

• Email opened, no response → Message didn't compel action
• Email not opened → Subject line failed
• Bounced emails → Data quality issue

Step 2: The Response Pattern Analysis

For each category, ask these diagnostic questions: