A Business Practitioner has a delivery with two links sent to 100 recipients: 80 messages reached the box 40 Recipients opened the delivery 20 Recipients clicked on at least one link What was the reactivity?

Reactivity, also known as the Click-to-Open Rate (CTOR), measures the engagement of the recipients who opened the delivery. It is calculated as the ratio of unique clicks to unique opens. Based on the data provided, 20 recipients clicked and 40 recipients opened the delivery. The formula is: Reactivity Rate = (Number of Unique Clicks / Number of Unique Opens) 100. Applying the values from the scenario: (20 / 40) 100 = 50%.

A. 40%: This represents the open rate based on the total number of recipients (40 opens / 100 sent), not the reactivity.
B. 20%: This represents the click-through rate based on the total number of recipients (20 clicks / 100 sent), not the reactivity.
C. 25%: This represents the click-through rate based on the number of delivered messages (20 clicks / 80 delivered), not the reactivity.

1. Adobe Campaign Classic v7 Documentation, Glossary of indicators: This official guide defines the key performance indicators for deliveries.

Reactivity rate: "Clicks / Opens. Ratio of the number of people who clicked in a delivery to the number of people who opened it."

Click-through rate: "Clicks / Delivered. Ratio of the number of clicks to the number of messages successfully delivered."

Source: Adobe Experience League, Adobe Campaign Classic v7 Documentation, Monitor > Get started with reporting > Glossary of indicators. (Accessed via the official Adobe Experience League portal).