Measure and manage
Analytics and metrics
Your numbers tell you what is working and what to fix. This page explains each metric in plain language so you can trust what you read.
About 8 min read
The metrics at a glance
- Emails sent: every email that went out, including follow-ups.
- Delivered: emails sent minus bounces. Engagement is measured against this number.
- Open rate: the share of delivered emails that were opened.
- Click rate: the share of delivered emails where a link was clicked.
- Reply rate: the share of delivered emails that got a genuine reply.
- Bounce rate: the share of sent emails that bounced. Keep this under about three percent.
- Unsubscribe rate: the share of delivered emails that led to an opt-out.
Why rates use the right denominator
Not every rate is measured against the same base, and that is on purpose so the numbers stay honest:
- Bounce rate is measured against emails sent, because a bounce is an outcome of sending.
- Opens, clicks, and unsubscribes are measured against delivered email, because they can only happen on an email that actually arrived.
A note on open tracking
Open rates are helpful but never perfect. Some security scanners and spam filters load the tracking pixel automatically, which can inflate opens. We cap displayed rates at one hundred percent and show raw counts separately so the picture stays realistic. Treat opens as a directional signal, not an exact truth.Understanding campaign completion
Completion can be confusing if you only look at one number, so OSENBOLT breaks it down. Every contact in a campaign ends in one of four states:
- Successfully completed: reached the end of the sequence.
- Bounced or failed: the address was invalid, so sending stopped.
- Stopped early: the person replied or unsubscribed, so the sequence ended.
- Still in progress: currently moving through the steps.
A campaign is one hundred percent complete when nothing is left in progress, even if some people bounced or stopped early. That is why you might see, for example, fifty-six percent successfully completed while the campaign itself is complete: the rest finished in a different state. Reading the full breakdown tells you the real story rather than a single figure.
What good looks like
Benchmarks vary by industry and list quality, but as a rough guide for cold B2B outreach:
- Bounce rate under three percent. Above that, pause and clean your list.
- Reply rate in the low single digits is normal for cold outreach, and higher with a warm, well-targeted list.
- A rising bounce rate across campaigns is a warning sign about data quality or sender health.
If your bounce rate climbs, the Deliverability guide explains how to recover.