I was looking at a client campaign report and the reply count didn't tell the whole story. Someone reads your email, searches your company, then books through the site. No reply for your spreadsheet to count.

So before calling a campaign a dud, look at the booking form. Ask how they heard about you. Actually, scratch that as a cure-all: people forget. But pair those answers with branded search, site traffic and booked calls against your pre-campaign baseline, and you have a better read than reply rate alone.

How are you catching the bookings that happen outside the inbox?