Measuring results
How do I calculate a B2B reply rate?
Choose a denominator and keep it consistent. A useful campaign measure is unique contacted people who replied divided by unique people successfully contacted, multiplied by 100. State whether automatic replies are excluded and whether you count the first email or the whole sequence. Message counts and contact counts are not interchangeable.
How to approach it
- Count each person once in the chosen reporting period.
- Separate human, positive, negative, and automatic replies.
- Use the same definition when comparing campaigns.
If 8 of 100 contacted people send a human reply, the human reply rate is 8%. If only 3 express relevant interest, report a 3% positive reply rate separately; neither figure guarantees a sale.
Updated September 10, 2026 · By Vibeful Team