Understand statistics

Statistics help you monitor in detail the performance of a campaign using data on the interaction of your subscribers.

Understand the information provided by the statistics is key to establish the necessary corrective measures to improve the delivery, open and click rates in your campaigns.

Find below a reminder of the key concepts to understand statistics and extract useful information:

• Recipients: Number of contacts to which the email campaign was sent

• Delivered: Number of recipients who received your campaign in their inbox

• Opens: Number of contacts who opened your campaign

• Open Rate: Percentage indicating the number of opens respect to the number of emails delivered. For example, if we have 4 emails delivered and 1 recipient who opened your campaign, the open rate is 1 / 4 x 100 = 25 %

• CTR: Click through rate. Percentage indicating the number of unique clicks on links included in your campaign respect to the total number of emails delivered.

• CTOR: Click through open rate. Percentage indicating the number of unique clicks on links included in your campaign respect to the total number of emails opened.

• Bounces: Recipients to which it was impossible to deliver your e-mail. There are 2 types of bounces: soft bounces (temporary) and hard bounces (permanent). The most common type of soft bounce is that the recipient's mailbox is full. A hard bounce usually means that the email account does not exist. To ensure the quality of your lists and maximize your delivery and open rates, your contact lists are automatically cleaned of hard bounces and contacts who repeatedly cause delivery problems.

• Spam reports (complaints): Number of contacts who reported that your campaign is spam. If this indicator is high, we recommend you to review the way you communicate with your contacts

• Forwards: Number of contacts who forwarded your campaign to other users. The more forward-to-friend a campaign has, the higher its visibility will be.

• Unsubscribe: Contacts who decided to unsubscribe from your list. When a contact unsubscribes from your list, we ask him the reason why. Check the reasons for unsubscribe of your contacts to review your targeting strategy.

In our guide 'Email Marketing Statistics: Get the most out' you will find detailed explanations of the meaning of the most popular email marketing metrics, what are the values that you should get from each one of them and tips to optimize your email sendings.

Download guide: Email Marketing Statistics: Get the most out