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 %.
   
• Clicks: when a subscriber clicks on a link, button or image in your email campaign, a click is counted. We can track unique and total clicks. Unique clicks refers to how many subscribers clicked at least one link in your campaign. Total clicks means how many total clicks your email received.
   
• 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.
   
• Retention rate: indicates how many contacts remained on your list after an email was sent. This means, what percentage of the original recipients remained on your list after discarding bounces, unsubscribes and spam complaints.
   
• 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.
   
• Opens by device: this is information about the devices from which your campaigns are opened, as well as the email clients and browsers most used to read them.
   
• Openings map: allows you to know from which countries or regions your mailings got a higher opening rate.
   
• Reading time: indicates how much time your subscribers spend reading your emails.
   
• Click map: allows you to quickly, visually and intuitively see which calls to action work best and which content received the most visits.
   

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