Email Outreach Metrics

All email performance calculations using the cascading funnel model.

Cascading Funnel Model

Each rate is calculated from the previous stage:


Loaded → Validated → Sent → Delivered → Opened → Replied → Positive

Rate Formulas

Validation Rate


Validation Rate = (Contacts Validated / Contacts Loaded) × 100%

Measures list quality.

Delivery Rate


Delivery Rate = (Emails Delivered / Emails Sent) × 100%

Measures deliverability success.

Bounce Rate


Bounce Rate = (Emails Bounced / Emails Sent) × 100%

Measures delivery failures.

Open Rate


Open Rate = (Emails Opened / Emails Delivered) × 100%

Measures subject line effectiveness.

Reply Rate


Reply Rate = (Emails Replied / Emails Opened) × 100%

Important: % of OPENED, not delivered.

Positive Reply Rate


Positive Reply Rate = (Positive Replies / Total Replies) × 100%

Measures response quality.

Benchmark Comparison

Performance Status Thresholds

Status	Threshold
Excellent	≥120% of benchmark
Good	105-120%
Average	95-105%
Poor	Less than 95%

Bounce Rate (Inverted)

Lower is better:

Status	Threshold
Excellent	≤80% of benchmark
Good	80-95%
Average	95-105%
Poor	More than 105%

Target Calculations

Emails Sent Target


Emails Sent Target = Companies Prospected × Emails per Company

Expected Funnel


Expected Delivered = Sent × Deliverability Target
Expected Opened = Delivered × Open Rate Target
Expected Replied = Opened × Reply Rate Target
Expected Positive = Replied × Positive Rate Target

Zero-Division Protection

All calculations safely handle zero denominators:

If denominator is 0, result is 0%
Prevents NaN or Infinity errors