EMAIL SOLUTIONS

Email Marketing Campaign Metrics - Glossary Of Terms

Last updated: 2016-08-31

There can be some variation in the 'industry-standard' definitions of the various metrics amongst providers. We therefore calculate any metrics we display from the raw data, using the more widely-accepted definitions to present them:

TOTALS Email Icon RATES

Sent

Total number of contacts the campaign is sent to.
contact_list_3

Bounces

Total number of soft and hard bounces.
Soft bounces are considered temporary (e.g. mailbox full, server down etc.)
Hard bounces are considered permanent (e.g. email address doesn't exist)
bounces_2

Bounce Rate

Total Bounces as a percentage of total Sent.

Delivered

Total Sent - total Bounces
(i.e. has been 'accepted' by the receiving mailserver) 
delivered_2

Delivery Rate

Total Delivered as a percentage of total Sent.
(Sometimes incorrectly referred-to as a deliverability rate, but just because an email hasn't bounced, it doesn't mean it has successfully reached the inbox either.)
deliverability_rate_2

Deliverability Rate

(aka the SendForensics Deliverability Score)
Number of emails delivered to inboxes (i.e. not lost to spam-filters/folders) as a percentage of total Delivered.

Opens

(aka Views/Read)
Total number of opens for the campaign (including multiple opens by the same contact).
opened_2

Unique Opens

Total number of distinct (unique) contacts that opened the campaign at least once.

Open Rate

Number of Unique Opens as a percentage of the total Delivered.

Clicks

Total number of link clicks for the campaign (including multiple link clicks by the same contact).
Total_clicks

Unique Clicks

Total number of distinct (unique) contacts that clicked a link for the campaign at least once.

Click Through Rate (CTR)

Number of Unique Clicks as a percentage of the total Delivered.

Click to Open Rate (CTOR)

Number of Unique Clicks as a percentage of Unique Opens.

Unsubscribes

Total number of distinct (unique) contacts that unsubscribed from the list via this campaign.
unsmile_face_2

Unsubscribe Rate

Number of Unsubscribes as a percentage of total Delivered.

Spam Complaints

Total number of distinct (unique) complaints made by recipients of this campaign.

Complaint/Abuse Rate

Number of Spam Complaints as a percentage of total Delivered.
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Further Reading:

What is the SendForensics Deliverability Score?

How do I use the ESP plugin data to improve my campaigns?

SendForensics Deliverability Optimisation: All About The Data