In a campaign report, what does reactivity measure?

Reactivity measures the distinct clicks as a percentage of distinct opens within a campaign report. This metric is significant because it indicates how effectively the content of an email resonates with the audience. A higher reactivity percentage suggests that a greater proportion of recipients who opened the email found the content compelling enough to take action, such as clicking on links within the email. This data is crucial for marketers to assess the performance and relevance of their messaging, allowing them to make informed decisions for future campaigns to enhance engagement.

While total impressions track the number of times an email is displayed, bounce rates measure the percentage of emails that were undelivered, and overall engagement is a broader measure that may include various interactions, reactivity specifically focuses on the relationship between opening an email and taking an action, making it a targeted and actionable metric for optimizing campaign strategies.