Operate and analyze

Workflow Reviewed · not yet fact-checked

At a glance

Goal

A decision — keep, fix, or kill — grounded in numbers whose definitions you trust. ("Campaign" is the former name for a sequence.)

When to use this workflow

On a cadence (weekly), and whenever a sequence underperforms expectations.

What Reply provides

A per-sequence Stats tab (key metrics, performance chart, per-step Detail View with A/B variant breakdowns), the Reports → Emails dashboard with five breakdown views and smart filters, the Channel Efficiency dashboard across all outreach channels, Trends period-over-period comparison, and contact-based, sequence-based, and Trends CSV exports — all on the shared definitions in Calculations.

What you must provide

Benchmarks for your market, and the judgment about what to change.

Preconditions

Enough volume to read (tiny samples mislead); knowledge of the tracking setup — with open tracking disabled, opens read zero; the account timezone in mind, since report metrics are tied to the date emails were sent.

Flow

sequence Stats tab: Total people → Contacted → Delivery rate
    → Open rate → Reply rate → Interested → Meetings booked
    → find the cliff → Detail View per step → diagnose that layer
    → Reports → Emails (team / sequences / templates / accounts / providers)
    → Channel Efficiency → Trends vs previous period → change one thing

Step-by-step

1. Open the sequence Stats tab. It defaults to the last 7 days — switch the Time filter to All time or a custom range before judging anything. Key metrics are prospect metrics: multiple emails to one contact count once.
2. Read the funnel left to right. Total people → Contacted → Delivery rate → Open rate → Reply rate → Interested → Meetings booked → Opt-outs. The first big drop is the problem to work. The exact formulas and denominators live in How statistics are calculated — the ones that matter most: Reply rate counts distinct contacts who replied via email, LinkedIn message or InMail, or a connection request with a note, divided by Contacted; Bounce rate divides by Total people, not Contacted.
3. Check Not reached. It bundles Out of Office, Bounced, and Auto Replied contacts — hover over the metric for the breakdown. High bounces point at list quality: see Bounce handling and Deliverability.
4. Find the failing step in Detail View. The Brief view shows each step's template with Delivery, Open, Reply, and Interested rates; the Detailed view adds Opt-out and Not reached columns. Step type icons identify email vs LinkedIn steps, and the variants toggle splits A/B performance per variant.
5. Read the performance chart. Bars break down Deliveries, Opens, Replies, Interested, and Meetings booked over time; Opt outs and Bounced are hidden by default — click them in the legend to reveal. Bounced and Opt-out bars group by the date the email was sent, not the date of the event.
6. Widen to Reports → Emails. Filter by email accounts, domains, sequences (including No sequence for direct emails), owners, and time. The detailed breakdown has five views — Team, Sequences, Templates, Email accounts, and Contacts by providers — every column sortable, the grid customizable via the gear icon. Contacts by providers is where provider-specific deliverability problems show up.
7. Narrow with smart filters. Filter report stats by country, state, city, industry, company, title, contact list, source CSV file, email validation status, sequence step, message type, or template — combine several and save the pattern for reuse.
8. Compare channels. The Channel Efficiency dashboard covers Automatic and Manual Emails, Calls, LinkedIn, Automatic and Manual SMS, and WhatsApp: total prospects contacted (unique), total touches, replies and reply rate relative to touches, meetings booked and conversion rate — with best-channel bars, circle graphs, and a segmented column chart over time.
9. Compare periods with Trends. In Reports → Emails, open the Filters panel, pick the current range, and enable Trends. Compare against the previous period aligned by weekdays, by calendar, or a custom range. Trends shows the percentage change per metric; for Bounce rate, Opt-out rate, and Not reached the logic reverses — a decrease shows green.
10. Export and log the decision. The Export button produces a contact-based CSV, a sequence-based CSV, or sequences with Trends (when Trends is enabled); the file lands in the Notification Center. Change one variable, note the date, and re-read after a full comparable window.

Important rules

How statistics are calculated — before comparing two reports, know their denominators. The Total for multiple time ranges within a sequence can exceed the overall total, and deleting a contact decreases it. Mismatches: Why do statistics not match?.

Verification

The change moved the metric it targeted over the next full window — confirmed with Trends against a weekday-aligned previous period — or it did not; either way you learned. Log it.

Limits

• Stats tab default window: last 7 days; key metrics count each prospect once across steps
• Opens require open tracking enabled in the sequence; report data is historical and tied to the send date, in the account timezone
• A LinkedIn connection request without a note does not count as contacted; a contact reached on several channels counts once in Reply rate
• Bounced and Opt-out chart bars group by send date, not event date
• Reply rate is based on historical data and can change over time
• The Owners filter and Team view require Team Edition

Related

• Campaign analytics
• Statistics calculation · Calculations
• Read sequence reports
• Statistics do not match

Build with Reply

• REST API: docs.reply.io — statistics and reporting endpoints
• CLI: agents.reply.io/cli — pull reports into scripts
• Agent skills: agents.reply.io/skills — analyze-performance workflow