The vendor publishes anecdotal performance claims and user-count claims, including campaign-level metrics such as reply rates.
Critical evaluation: Vendor-published outcomes lack publicly disclosed methodology, sampling approach, or independent verification. Reported reply rates are sensitive to many factors, including:
- Niche and target account fit
- Message quality and offer strength
- List freshness and data accuracy
- Sender reputation and account health
Procurement teams should request raw campaign exports, definitions for metrics (e.g., reply rate vs. positive reply rate), timeframes, and cohort comparisons before relying on vendor claims.