GTMap · Metrics

Reply rate

Replies divided by contacts reached. The first honest number in outbound, and still a vanity metric on its own.

Reply rate tells you whether the list and the message are in the right neighbourhood. A cold email campaign under 3% has a targeting or deliverability problem; one above 8% is doing most things right. It says nothing about whether the replies are worth anything.

Never read it next to open rate. Opens are unreliable since mail clients started pre-fetching images; replies are real.