Understanding Email Analytics Report
Submitted: Number of emails processed to send.
Delivered: Number of emails successfully delivered to the recipient's mailbox.
Delivered = Submitted - (Bounced + Dropped)
Unique Opened: Number of emails that got opened by recipients at least one time.
This count might not be accurate in the case of "Gmail recipients". This is because, at times, Gmail's spam filter use to validate the email content by loading all the images in it. Our open tracking works based on an invisible image embedded in every email we send. Once the recipient or the spam filter opens the email the invisible image gets loaded along with any other images in your content. Every time the invisible image gets loaded, we update the open count.
Any email marketing software you find, will have the open count misleading for Gmail recipients.
For more understanding about the actual device used to open the email, check the "User agent" column on the Activity > Opened page.
Open Rate: Percentage of delivered emails that got registered as opened.
Open rate = Unique Opened/Delivered emails.
Total Opened: Total number of times the recipients have opened the email.
Example: If a recipient have opened the email 5 times, "Unique Opened" would be 1 and "Total Opened" would be 5.
Last Opened: The most recent time the email have got opened.
Unique Clicked: Number of emails that got clicked at least one time on any link in the email content. If your email content sent has no links, Unique clicked would obviously be zero. Clicking on unsubscribe link (which gets auto added in every email sent) are not counted under this category.
Total Clicked: Total number clicks on any link in the email content sent.
Click Rate: Percentage of delivered emails that got registered as clicked. Also called as "Click Through Rate" (CTR), or email click rate.
Click rate = Unique clicked/Delivered emails.
Clicks per unique opens: Percentage of emails that got clicked out of unique opened emails.
Clicks per unique opens = Unique clicked/Unique opened
Last Clicked: The most recent time, any link in the email have got clicked.
Not Opened: Number of emails/recipients who have not yet opened the email delivered to them.
Opened, but not clicked: Number of emails/recipients who have opened the email, but not yet clicked any link in the email. This count would be obviously zero if there was no link sent in the email.
Dropped: Number of emails that are dropped. Possible reasons can be,
- Email delivery to the recipient had failed (hard bounced) already.
- The recipient had unsubscribed already from receiving any emails.
- The recipient had already reported SPAM or Abuse complaint.
Unsubscribed: Number of recipients who have unsubscribed from receiving any further emails.
Complained: Number of recipients who have reported that the email sent was SPAM or Abuse.
Bounced: Number of emails that got failed to deliver to recipient mailbox. The reason for the failure is generally classified under two categories "Hard bounce" and "Soft bounce".
Hard bounce:
If the reason for the delivery failure is permanent, it's called Hard bounce.
Possible reasons for the delivery error can be: Specified email address not exists.
Soft bounce:
If the reason for the delivery failure is temporary, it is called Soft bounce.
Possible reasons for the delivery error can be,
- Mailbox full (no space to store new emails),
- Mailbox server responsible for receiving the incoming emails is temporarily unavailable,
- Mailbox server is receiving too many emails in a short span of time,