Reply rate
The share of contacts who replied at least once to the emails in a campaign or sequence, counted per contact rather than per message.
What it means
HubSpot's sequence reports define reply rate as the percentage of contacts who replied at least once to any email sent from the sequence, and its sequences can stop a contact's remaining steps when they reply or book a meeting. Reply rate is therefore a per-contact figure across all steps of the sequence.
Replies arrive in the sending mailbox, so they do not depend on tracking pixels and are unaffected by Apple Mail Privacy Protection hiding opens. Automatic replies such as out-of-office notices arrive in the same mailbox, so check whether your tool separates them from human answers before comparing figures.
In cold outreach, reply rate is read next to bounce and complaint figures: replies show interest, but a sequence that produces complaints still damages the sender.
Related terms
On this site
Sources
What this definition rests on. The wording is ours; the facts are theirs.
- HubSpot: Analyze sequence enrollment and performance dataknowledge.hubspot.com
- HubSpot: Create and edit sequencesknowledge.hubspot.com
- Apple Support: Use Mail Privacy Protection on iPhonesupport.apple.com
All 432 terms in the glossaryThe wiki: blocklists and bounce codes