Still can't do blogger outreach - what am i missing?

What does "the numbers move the wrong way" mean here, replies dropping? Usually it's that the emails are templates and bloggers can spot them a mile away. Smaller list, more research per person. Mention a specific post of theirs, say exactly what you're offering and why it fits their readers, keep it under 100 words, one follow-up then stop. A 5-10% reply rate is normal, so 20 sends and nothing isn't a sign it's broken yet.