Understanding your metrics
Learn what each metric means, what good benchmarks look like, and how to use this data to improve your campaigns.
Key Metrics
Open Rate
Benchmark: 40-60%Percentage of delivered emails that were opened. Calculated as (opens / delivered emails) × 100.
Affected by: Subject line, sender name, send time, deliverability
Click Rate
Benchmark: 3-10%Percentage of delivered emails where a link was clicked. Calculated as (clicks / delivered emails) × 100.
Affected by: Email copy, CTA clarity, link placement, relevance
Reply Rate
Benchmark: 5-15%Percentage of delivered emails that received a reply. Calculated as (replies / delivered emails) × 100.
Affected by: Personalization, offer relevance, email length, CTA
Positive Reply Rate
Benchmark: 2-8%Percentage of replies that are positive (interested, meeting booked). Not all replies lead to opportunities.
Affected by: Lead quality, offer-market fit, timing
Other Important Metrics
Emails that couldn't be delivered. Keep below 3%. High bounce rates hurt sender reputation.
Total emails sent in the campaign. Includes all sequence steps.
Emails that reached the recipient's server. Sent minus bounces.
Recipients who opted out. Keep track to maintain list health.
Improving Your Metrics
Low open rate?
- • Test different subject lines
- • Check your sender reputation
- • Try different send times
- • Verify DNS is configured
Low reply rate?
- • Improve personalization
- • Make your CTA clearer
- • Shorten your emails
- • Verify lead quality
Tracking Accuracy
Open tracking uses a small pixel that may be blocked by some email clients. Actual open rates are likely higher than reported. Focus on reply rate as your primary success metric.
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