Agent skill

campaign-metrics

Cold email campaign KPIs, benchmarks, and diagnostic patterns

View SKILL.md on GitHub Repository
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Forks 27

Install this agent skill to your Project

npx add-skill https://github.com/MadAppGang/claude-code/tree/main/plugins/instantly/skills/campaign-metrics

SKILL.md

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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