Reply rate shows activity. It does not show whether outbound created qualified quote opportunities, quotes, binds, or agency revenue. Evaluate a campaign in layers, keep premium separate from what the agency earns, and end the review with a decision.
Read the campaign in layers
Use comparable definitions across months. The table below is an illustrative layout only—not client results or a forecast.
| Measure | Example | Recorded by |
|---|---|---|
| Qualified opportunities | 18 | Campaign tracking + fit confirmation |
| Quotes issued | 12 | Producer updates |
| Policies bound | 3 | Agency confirmation |
| Attributed agency revenue | $7,200 | Commission / fee records |
Stages overlap and should not be added together. Quotes and binds may land in a later month than the first message.
Separate premium from agency revenue
Written premium is associated with the policy. It is not what the agency earns. Keep documented commissions and fees separate, and state whether figures are booked, received, or estimated. Do not turn premium into a revenue claim.
Keep time periods comparable
A setup month and a full campaign month are not the same activity. Show launch date, reporting window, and lag between first contact and binding. If quoting continues after sending stops, preserve that connection rather than forcing every outcome into the send month.
Account for the cost
Include campaign fees and relevant software, data, and servicing costs alongside revenue. Gross revenue alone is not profit or ROI. Agree on method with the agency before any return claim.
Be clear about attribution
Ask whether a prospect was already known, arrived through another channel, or touched several marketing efforts. Record the source and the limits of that evidence. Attribution describes available records; it does not automatically prove one campaign caused all later business.
Connect measurement to how you build and work the list
Weak qualification or unverified renewal timing will show up as stalled stages. Tighten appetite-based list building and renewal-timed outreach when the review shows the same break repeatedly.
Use the review to make a decision
End with a practical choice: refine the audience, adjust messages, improve handoff, keep gathering evidence, or revisit fit. Measurement should inform the next investment—not decorate a dashboard.
For a managed outbound system that includes definition-setting and monthly review, see The Weekend Agency outbound program or talk with Andrew.