THIS ARTICLE IS FOR: ✅ Both
Stage: Live
Owner: CS
Last updated: 2025-12-19
TL;DR
Campaign stats should be read together, not in isolation.
Focus most on Reply Rate, Positive Reply Rate, and Bounce Rate.
Open and click data are secondary (or ignorable) in cold email.
Low performance usually means more leads, a better offer, or better targeting—not a technical issue.
When you’d use this / Why it matters
When reviewing a campaign inside the Sending Tool, it’s easy to misinterpret metrics or fix the wrong thing. This guide explains what each stat actually means, what “good” looks like, and what to do if something is off.
Reviewing campaign statistics (Sending Tool)
Open any campaign in the Sending Tool to see the metrics below.
📬 Sent
What it means
The total number of emails sent, not the number of people contacted.
Example:
3,000 leads
3 emails per lead
9,000 emails sent
What’s good
Compare this number to how many leads are in the campaign.
If it’s low, you may not be using your full sending capacity yet.
👉 Reference your plan limits if needed.
If it’s bad
You may need more volume:
Add more leads
Scrape a new list
Start a new campaign (or add leads to an existing one if no changes are needed)
If it’s good
Great, move on to Open Rate.
📬 Open rate
What it means
The percentage of recipients who opened your email.
⚠️ Important note
We generally do not recommend tracking opens.
Why:
Open tracking requires links
Links can hurt deliverability and trigger spam filters
What’s good
If tracking is enabled: ~50% is strong
If it’s bad
Could indicate a deliverability issue
Reach out to:
Your Account Manager, or
Support
The team will investigate inbox placement.
Note: Some audiences (e.g. busy CEOs) naturally open less.
If it’s good
Awesome, move on to Reply Rate.
🔁 Click rate
Ignore this.
Click rate is not a useful metric in cold email, especially since links are discouraged.
💬 Reply rate
What it means
The percentage of people who replied.
With open tracking on:
Calculated from opensWithout open tracking:
Calculated from total emails sent (will look lower)
What’s good / average
With open tracking: 2–3%+
Without open tracking: 1–2%+
If it’s bad
Reach out to your Account Manager or Support
The issue could be:
Offer clarity
Targeting
Messaging
If it’s good
Nice, now check Positive Reply Rate.
✅ Positive reply rate
What it means
Of all replies received, how many showed real interest.
ListKit automatically tags replies using AI
What’s good
5–10%
If it’s bad
Test changes in this order:
A different offer
A new script
Different targeting
If it’s good
Celebrate 🎉
Then make sure you’re following up quickly and consistently.
❌ Bounce rate
What it means
The percentage of emails that failed to deliver (invalid or rejected addresses).
What’s good
Under 5%
ListKit’s triple-verified leads make this easier to maintain.
If it’s bad
Share the campaign with:
Your Account Manager, or
Support
The team will investigate and resolve it.
Expected outcome
You should now be able to:
Understand what each campaign metric actually means
Identify what’s normal vs. what needs attention
Avoid optimizing the wrong variable
Final takeaway
When reviewing campaigns:
Don’t obsess over opens or clicks
Focus on Replies → Positive Replies → Follow-up execution
Most improvements come from offer and targeting, not technical tweaks