Email Metrics
- 22 Mar 2024
- 4 Minutes to read
Email Metrics
- Updated on 22 Mar 2024
- 4 Minutes to read
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Email Metrics hold great importance when it comes to evaluating your marketing strategy based on your email campaigns. See below for email metrics that you can see in any exported report.
| Metric | Definition | Overall Analytics | Campaign Analytics |
|---|---|---|---|
| Sent | The total number of sent emails | Available | Available |
| Delivered | The total number of emails that have been delivered to the subscribers | Available | Available |
| Delivery Rate | The percentage of the delivered to the sent email messages | Available | Available |
| Open Rate | The ratio of the opened emails. This ratio is obtained by dividing the unique opens by the total number of delivered emails. | Available | Available |
| Click-Through Rate | The ratio of total clicks on a link. This ratio is obtained by dividing the unique clicks on links by the total number of delivered emails. | Available | Available |
| Total Opens | The total number of times your users opened your emails. This number demonstrates the number of opens regardless of unique users. This means that if the same user opens the sent email 5 times, this number will increase by 5. | Available | Available |
| Unique Opens | The number of unique individuals that have opened your emails. This number demonstrates the number of opens in regards to the uniqueness of users. This means that if the same user opens the sent email 5 times, this number will increase by 1 and not 5. See below for a note on open rates. | Available | Available |
| Total Clicks | The total number of times your users have clicked on the various links within your emails. This number demonstrates the number of clicks regardless of unique users. This means that if the same user clicks on the same item 5 times, this number will increase by 5. | Available | Available |
| Unique Clicks | It represents the number of unique individuals that have clicked the links in your emails. This means that if the same user clicks the same link 5 times, this number will increase by 1 and not 5. | Available | Available |
| Conversions | The number of successful goal accomplishments. Read more on Email Conversion Tracking. | Available | Available |
| Conversion Rate | The percentage of the conversions to the number of delivered email messages. Read more on Email Conversion Tracking. | Available | Available |
| Revenue | The total value of the purchases made via your email messages. Read more on Email Conversion Tracking. | Available | Available |
| Bounces | A bounced email is an email message that has been returned to the sender because the recipient's address is invalid. A bounce might occur because the domain name doesn't exist or because the recipient is unknown. If an email is on the bounce list, we will auto drop any future requests to this email address. | Not available | Available |
| Bounce Rate | The percentage of the sent email messages to the bounces | Available | Available |
| Click-to-Open Rate (CTOR) | CTOR measures the effectiveness of your email content. This ratio is obtained by dividing unique clicks by the number of unique opens. | Available | Available |
| Unsubscribes | The number of people who have globally unsubscribed from this email. These email addresses are automatically captured under global unsubscription. We will auto drop any future requests to this email address as long as they stay unsubscribed. The Unsubscribers metric also includes the users who opt out from list unsubscribes. | Available | Available |
| Spam Reports | The number of users who have marked the email as spam. We will auto drop any future requests to this email address. | Available | Available |
| Invalid Emails | The number of email addresses which were not valid. We will auto drop any future requests to this email address. E.g. an email address in the incorrect format such as with spaces or without the @ sign. | Available | Available |
| Blocks | A blocked email is an email message that gets as far as the recipient's mail server but is bounced back undelivered before it gets to the intended recipient. Blocks can also happen when your message is rejected for a reason related to the message, not the recipient's address. This can happen when your mail server IP address has been added to a blacklist, blocked by an ISP, or if the message content is flagged by a filter on the receiving server. Blocks might also occur because the recipient's inbox is full. Blocks are soft bounces. If they are not reachable for a while, they become bounces. The email service provider will handle this. | Available | Available |
| Total Subscribers | The number of subscribers you have at the end of the date range chosen | Available | Not available |
| Subscriber Change | How the number of subscribers changed during the date interval chosen. This change is calculated by dividing "the subscriber count increase on the interval" by "subscriber count on the first day of interval". | Available | Not available |
| Total Unsubscribers | The number of unsubscribes you have at the end of the date range chosen. This metric also includes the users who opt out from list unsubscribes. | Available | Not available |
| Unsubscriber Change | How the number of unsubscribes has changed during the date interval chosen. This change is calculated by dividing "the unsubscriber count increase on the interval" by "the unsubscriber count on the first day of interval". | Available | Not available |
| Open Rate by Device Analytics | You can see how your subscribers are engaged with your email campaigns on different devices distributed of clicks by percentages. | Available | Not available |
| Open Rate by Client Analytics | You can view how your subscribers are engaged with your email campaigns on different email clients distributed of clicks by percentages. | Available | Not available |
| Drop Messages | Help you analyze the reasons for the messages that couldn’t be transferred to the service provider to be addressed to the recipients with Frequency Capped, System Drops, and Sending Drops. | Available | Available |
| Link Click Activity | The interaction of the recipients with your email campaigns | Available | Available |
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With the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that Insider receives open rate data on your emails by prefetching Insider's tracking pixel. With this change, it’s important to understand that the open rates will be inflated.
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