How is recipient engagement usually measured during a campaign?

Recipient engagement in a campaign is primarily measured through open rates and click-through rates because these metrics directly indicate how recipients interact with the campaign content. Open rates reflect the percentage of recipients who opened the email, serving as a measure of initial interest. Click-through rates go further by showing how many recipients took action after opening the email, such as clicking on links or calls to action. Together, these metrics provide insights into the effectiveness of the campaign in capturing attention and driving interactions, which are critical for assessing overall engagement.

While delivery success rates, feedback surveys, and unsubscribe rates provide valuable information about different aspects of the campaign, they do not directly measure engagement in the same way. Delivery success rates indicate how many emails were successfully delivered but do not reflect whether the recipients engaged with the content. Feedback surveys can provide qualitative insights into recipient sentiment but do not measure engagement quantitatively. Unsubscribe rates can indicate disengagement but are more focused on the negative end of engagement rather than active participation.