Email Marketing Metrics - Glossary Of Terms

Email Marketing Metrics - Glossary Of Terms

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		RATES
Sent Total number of contacts the campaign is sent to.
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)		Bounce Rate Total Bounces as a percentage of total Sent.
Delivered Total Sent - total Bounces (i.e. has been 'accepted' by the receiving mailserver)		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 Number 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).
Opens (aka Views/Read) Total number of opens for the campaign (including multiple opens by the same contact).
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).
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.		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.