Response rate is a term generally used for surveys which means that in a survey research, it is calculated as the number of people who answered the survey divided by the number of people in the sample. Although it has a slightly different meaning when we talk in terms of marketing, here the response rate is a measurement of the number of people who respond to a certain call-to-action. Basically, when marketers want to obtain a response from consumers, they will distribute an offer to the consumers. Then the consumers who respond to this offer are calculated under this response rate.