Key Terms
Before diving into metrics, let's clarify some important terms you'll see throughout your campaign:
Contacts / Leads
A single person with a valid, verified email address who is qualified for your campaign. This is someone we actually send emails to.
Profiles
A person's profile, usually on a platform like LinkedIn. We still need to qualify this person and find or verify their email address - which doesn't guarantee we'll send to this profile. Not all profiles become contacts.
Each individual email message we send. One contact might receive multiple emails (like follow-ups), and each one counts as a separate email.
Inbox / Mailbox
The email account we send from. Your campaign may use multiple inboxes to distribute sending volume and maintain good deliverability.
Audience / ICP
The persona or ideal customer profile we're targeting. This describes the type of person or company we're reaching out to (like "SaaS CEOs" or "marketing directors at healthcare companies").
List
The actual data file, usually a CSV, containing email addresses and contact information. A single list might include multiple personas, or you might have multiple lists for one persona. This is just the raw data - not the same as your audience definition
Your Campaign Metrics
When you view your campaign dashboard, you'll see several metrics that help you understand how your outreach is performing. Here's what each one means:
Emails Sent
The total number of emails sent in your campaign. This includes all emails across all sequences and follow-ups.
Contacted
The number of unique people who have received at least one email from your campaign. If someone received 3 follow-up emails, they count as 1 contacted person.
Open Rate
We don't track open rates, so this metric will always show 0%.
Why? Open rate tracking requires invisible pixels that can trigger spam filters and hurt deliverability. It's also become an unreliable metric since many email clients now block tracking pixels by default. We prioritize getting your emails into inboxes over tracking opens.
Click Rate
The percentage of unique people who clicked a link in your email. If the same person clicks multiple times, they still only count once.
Our benchmark:
Month 1 - 4%
Month 2 - 7%
Month 3+ - 10%+
Total Clicks
The total number of times any link was clicked across all emails. Unlike click rate, this counts every individual click - so if one person clicks 3 times, that's 3 total clicks.
Reply Rate
The percentage of contacted people who replied to your email.
Replies
The total number of replies you received from your campaign.
Our benchmark:
Month 1 - 0.5%
Month 2 - 1.5%
Month 3+ - 2%+
Positive Reply Rate
The percentage of contacted people who sent a positive, interested reply (not an unsubscribe or "not interested" response).
Positive Replies
The number of replies that show genuine interest in your offer. These are the warm leads worth following up with.
Opportunities
Essentially the same as positive replies. These represent potential deals or meetings that came from your campaign.
Bounced
The number of emails that couldn't be delivered (usually due to invalid email addresses or full inboxes).
Our benchmark:
Less than 2%
Unsubscribed
The number of people who opted out of receiving further emails from your campaign.