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:
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RATES |
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SentTotal number of contacts the campaign is sent to. |
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BouncesTotal 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) |
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Bounce RateTotal Bounces as a percentage of total Sent. |
DeliveredTotal Sent - total Bounces(i.e. has been 'accepted' by the receiving mailserver) |
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Delivery RateTotal 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.) |
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Deliverability RateNumber of emails delivered to inboxes (i.e. not lost to spam-filters/folders) as a percentage of total Delivered.Note: There is no reporting mechanism available to confirm this for each individual inbox (ISPs actively hide this information to inhibit spammers), and email tracking only offers open/click rates (see below). However, with enough supporting data it can be modelled/predicted across audiences and represented as a rate (aka the SendForeniscs Deliverability Score).
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Opens(aka Views/Read)Total number of opens for the campaign (including multiple opens by the same contact). |
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Unique OpensTotal number of distinct (unique) contacts that opened the campaign at least once. |
Open RateNumber of Unique Opens as a percentage of the total Delivered. |
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ClicksTotal number of link clicks for the campaign (including multiple link clicks by the same contact). |
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Unique ClicksTotal 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. |
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Click to Open Rate (CTOR)Number of Unique Clicks as a percentage of Unique Opens. |
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UnsubscribesTotal number of distinct (unique) contacts that unsubscribed from the list via this campaign. |
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Unsubscribe RateNumber of Unsubscribes as a percentage of total Delivered. |
Spam ComplaintsTotal number of distinct (unique) complaints made by recipients of this campaign. |
Complaint/Abuse RateNumber of Spam Complaints as a percentage of total Delivered. |
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