name: campaign-metrics
version: 1.0.0
description: Cold email campaign KPIs, benchmarks, and diagnostic patterns
plugin: instantly
updated: 2026-01-20
Campaign Metrics
Core KPIs
Primary Metrics
| Metric |
Formula |
Benchmark (Cold Email) |
| Open Rate |
(Opened / Sent) * 100 |
40-50% (good), 25-40% (average) |
| Reply Rate |
(Replied / Sent) * 100 |
5-10% (good), 2-5% (average) |
| Positive Reply Rate |
(Positive / Replied) * 100 |
25-40% (good) |
| Bounce Rate |
(Bounced / Sent) * 100 |
<2% (healthy) |
| Unsubscribe Rate |
(Unsubscribed / Sent) * 100 |
<0.5% (healthy) |
Secondary Metrics
| Metric |
Formula |
Use Case |
| Emails per Lead |
Total Sent / Unique Leads |
Sequence effectiveness |
| Reply by Step |
Replies per step / Sent per step |
Identify best-performing emails |
| Time to Reply |
Avg time between send and reply |
Timing optimization |
Benchmark Reference
Industry Benchmarks by Vertical
| Vertical |
Open Rate |
Reply Rate |
Notes |
| SaaS |
45-55% |
5-12% |
Higher engagement |
| Agency |
35-45% |
3-7% |
Competitive space |
| E-commerce |
30-40% |
2-5% |
Volume-focused |
| Financial Services |
25-35% |
2-4% |
Compliance-heavy |
Performance Tiers
EXCELLENT (Top 10%)
Open Rate: >50%
Reply Rate: >10%
Bounce Rate: <1%
GOOD (Top 25%)
Open Rate: 40-50%
Reply Rate: 5-10%
Bounce Rate: 1-2%
AVERAGE (Middle 50%)
Open Rate: 25-40%
Reply Rate: 2-5%
Bounce Rate: 2-5%
POOR (Bottom 25%)
Open Rate: 15-25%
Reply Rate: 1-2%
Bounce Rate: 5-10%
CRITICAL (Bottom 10%)
Open Rate: <15%
Reply Rate: <1%
Bounce Rate: >10%
Diagnostic Patterns
Pattern Matrix
| Open Rate |
Reply Rate |
Diagnosis |
Action |
| Low (<25%) |
Any |
Subject line issue |
A/B test subjects |
| High (>40%) |
Low (<2%) |
Body copy issue |
Rewrite email body |
| High |
High |
Winning combo |
Scale and replicate |
| Declining |
Stable |
Fatigue setting in |
Refresh creative |
| Any |
Any + High Bounce |
List quality issue |
Verify emails |
Time-Based Analysis
| Pattern |
Meaning |
Action |
| Monday spike |
Inbox cleared over weekend |
Send Sun night or Mon early |
| Friday drop |
Weekend mindset |
Avoid Fri afternoon sends |
| Steady decline |
Audience exhaustion |
Rotate lists or refresh copy |
| Random spikes |
External event correlation |
Analyze and replicate |
Score Calculation
Campaign Health Score (0-100)
health_score = (
open_score * 0.25 +
reply_score * 0.35 +
deliverability_score * 0.25 +
trend_score * 0.15
)
Component Calculations:
open_score = normalize(open_rate, min=0, max=60)
60%+ open = 100 points
40% open = 67 points
20% open = 33 points
0% open = 0 points
reply_score = normalize(reply_rate, min=0, max=15)
15%+ reply = 100 points
10% reply = 67 points
5% reply = 33 points
0% reply = 0 points
deliverability_score = 100 - (bounce_rate * 10)
0% bounce = 100 points
5% bounce = 50 points
10% bounce = 0 points
trend_score = based on week-over-week change
+10% improvement = 100 points
Stable = 50 points
-10% decline = 0 points
Score Interpretation
| Score |
Rating |
Action Required |
| 90-100 |
Excellent |
Maintain, scale if possible |
| 75-89 |
Good |
Minor optimizations |
| 60-74 |
Average |
Address weak areas |
| 40-59 |
Poor |
Major revision needed |
| 0-39 |
Critical |
Pause and fix immediately |
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