Leads Generated
Definition: The total number of potential customers or clients that have shown interest in the product or service, usually by providing contact information.
Benchmark: Varies greatly by industry and campaign. A successful campaign might generate hundreds to thousands of leads depending on the reach.
Open questions:
how do we define the lead? LI profile, name, email?
Sent
Definition: The total number of emails or messages dispatched to the leads or recipients.
Benchmark: The total number of emails sent should closely match your total leads unless segmentation is applied.
Delivered
Definition: The total number of emails or messages that successfully reached the recipient's inbox without any bounces or errors.
Benchmark: The total number of emails delivered should closely match your total emails sent unless.
Delivery Rate
Definition: The percentage of sent emails or messages that were successfully delivered to the recipient's inbox. It's calculated as (Delivered/Sent) x 100%.
Benchmark: 95-99%. Rates below this suggest potential issues with email bounces or being flagged as spam.
Opened
Definition: The total number of emails or messages that were opened by the recipients.
Benchmark: Average open rate across industries is around 20-25%.
Open Rate
Definition: The percentage of delivered emails or messages that were opened by the recipients. It's calculated as (Opened/Delivered) x 100%.
Benchmark: 20-25%. Exceptionally good campaigns or highly targeted emails might achieve rates upwards of 30%.
B2B Rocket results: We see close to 40-60% open rate.
Clicked
Definition: The total number of times recipients clicked on links within the emails or messages.
Click Rate
Definition: The percentage of opened emails or messages where recipients clicked on at least one link. It's calculated as (Clicked/Opened) x 100%.
Benchmark: An average click-through rate (CTR) is around 2.5%. Above 3% is considered very good.
Conversations
Definition: The total number of dialogues or interactions initiated by recipients in response to the emails or messages.
Conversation Rate
Definition: The percentage of opened emails or messages that led to a conversation. It's calculated as (Conversations/Opened) x 100%.
Benchmark: 1-2% of opened emails.
Meetings Booked
Definition: The total number of appointments or meetings scheduled as a result of the email or message campaign.
Meeting Rate
Definition: The percentage of conversations that resulted in a booked meeting. It's calculated as (Meetings Booked/Conversations) x 100%.
Benchmark: 1-2% of conversations leading to a booked meeting is a general good rate for many B2B industries.
Other terms:
Bounces
Definition: Bounces refer to emails that could not be delivered to the recipient's mailbox. They are usually categorized into two main types:
Hard Bounces: These occur when the email cannot be delivered due to permanent reasons. This can be because of an invalid email address, a domain that doesn't exist, or a recipient email server that has completely blocked delivery.
Soft Bounces: These occur when the email is recognized by the recipient's mail server but is returned to the sender for temporary reasons. This could be because the recipient's mailbox is full, the server is temporarily unavailable, or the email is too large for the recipient's inbox.
Errors
Definition: Errors in the context of email delivery usually refer to issues or failures that prevent an email from reaching its intended recipient. These could be due to reasons beyond just bounces, including technical glitches, incorrect email configurations, issues with email content triggering spam filters, or network timeouts.