A response rate is a metric which represents the number of people who engage with a call to action (CTA). It can refer to a literal response, in the sense of a prospect replying to an email marketing message. However, just as often a response rate is aiming to measure the behavior of a prospect after being presented with a CTA. If, for example, the call to action is to fill out a survey, the number of people who do so increase the response rate. This is true even though the prospects haven’t actually “responded” to the company.
Sustainable Marketing Glossary
ROI (return on investment) is a measurement of the income attributed to a specific marketing activity minus how much the marketing activity cost.
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