Knowledgebase: Reports
What do all my email report numbers mean?
Posted by Elite Email Support on 14 April 2011 04:30 PM

When you view the reports for a specific email, you will see a wide variety of different measurements.

You might only care about some of the main numbers, but all the numbers combined can help give you a really accurate picture of how successful your emails are with your contacts.

This article provides an explanation on the various measurements you will see.

OPENED (TOTAL OPENED)
The total numbers of times your email was opened. (Only counted when the images are downloaded.)
The percentage is the number of total opens divided by the number of accepted emails.
Also known as "Total Email Render Rate".

CLICKED (TOTAL CLICKS)
The total number of times a link in your email was clicked.
The percentage is the number of total clicks divided by the number of total opens.
Also known as "Total Click-to-Open Rate"

BOUNCED
The total number of undeliverable emails. Includes both hard and soft bounces.
The percentage is the number of total bounces divided by the number of emails sent.

COMPLAINTS / SPAM REPORTS
The total number of spam complaints received from your email.
You want this number to be as low as possible.
Elite Email receives spam reports from all major ISPs.

TOTAL SENT
The total number of emails sent. This is based on the interest groups you select with all duplicates filtered out automatically.

TOTAL UNSUBSCRIBES
The number of contacts who received this email and clicked the unsubscribe link.
Their status will be changed to "Do Not Mail – Unsubscribed".

HARD BOUNCES
A hard bounce is an email that has been returned because of a permanent failure. This most often occurs when the email address does not exist or the domain is invalid.
The percentage is the number of hard bounces divided by the number of emails sent.

SOFT BOUNCES
A soft bounce is an email that has been returned because of a temporary failure. This could be because the contact’s mailbox is full. There is a chance that an email that soft bounces this time can be delivered successfully on your next email.
The percentage is the number of soft bounces divided by the number of emails sent.

UNIQUE OPENS
The number of unique contacts that opened your email. If the same contact opens your email three times, they will only be counted as 1 in this measurement.
The percentage is the number of unique opens divided by the number of accepted emails.
Also known as "Unique Email Render Rate".

TOTAL UNOPENED
The number of contacts who received your email but did not open it. In order to be counted as an ‘open’ they must download all the images. If someone read your email, but did not download pictures, they will be counted as unopened.
The percentage is the number of contacts who did not open your email divided by the number of accepted emails.

UNIQUE CLICKS
The unique number of contacts who clicked a link in your email.
The percentage is the number of unique contacts who clicked a link divided by the number of unique opens.
Also known as “Unique Click-to-Open Rate”


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