The Response Rate is the level of replies or orders to a particular marketing offer given as a percentage. It is calculated as the count of orders received during a given period divided by the count of customers who received the offer. Response rates vary dramatically among customer segments. The average Response Rate for a marketing campaign can be misleading, since the top segments will have Response Rates much higher than the average, while the bottom segments will have rates much lower. As a rule of thumb, Response Rates for Customers will be five times that of Leads, and Leads will be two times that of Prospects.