Choose a comparable group
Group campaigns by audience, offer, period, and sending setup. Record differences that make a comparison less reliable. External benchmarks can be a prompt for a question, but should not replace an understanding of your own campaign.
Use consistent measures
Record the number of contacts, messages sent, delivered messages, replies, qualified conversations, and opportunities. Define each field before collecting it. Keep the source of each count visible and avoid combining incompatible reporting periods.
Capture the limits
Record sample size, missing information, and unusual events. Do not manufacture a precise conclusion from an incomplete sample. No reply-rate target or expected revenue is promised by this worksheet.
Keep a review record
Use the campaign measurement article and local rate calculators to prepare a baseline. Write down the next question, the change you plan to make, and the date you will review the result.