Email metrics are critical when evaluating your marketing strategy based on your email campaigns. See below for the email metrics you can view 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 calculated by dividing the number of 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 calculated by dividing the number of unique link clicks by the total number of delivered emails. | Available | Available |
| Opens | The total number of times your users opened your emails. This metric shows the total 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 who have opened your emails. This metric shows the number of opens, regarding the uniqueness of users. This means that if the same user opens the sent email 5 times, the count will increase by 1, not by 5. See below for a note on open rates. | Available | Available |
| Clicks | The total number of times your users have clicked on the various links within your emails. This metric shows the total number of clicks, regardless of unique users. This means that if the same user clicks the same item 5 times, the count will increase by 5. | Available | Available |
| Unique Clicks | It represents the number of unique individuals who have clicked the links in your emails. This means that if the same user clicks the same link 5 times, the count will increase by 1, not by 5. | Available | Available |
| Conversions | The number of successful goal accomplishments. Read more on Email Conversion Tracking. | Available | Available |
| Conversion Rate | The percentage of 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 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 calculated by dividing unique clicks by 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 of the 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 that 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 reaches the recipient's mail server but is bounced back as undeliverable before it reaches the intended recipient. Blocks can also occur when your message is rejected for a reason related to the message itself, not the recipient's address. This can happen when your mail server IP address is added to a blacklist, blocked by an ISP, or when 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 over the selected date interval. This change is calculated by dividing "the subscriber count increase on the interval" by "subscriber count on the first day of the interval". | Available | Not available |
| Total Unsubscribers | The number of unsubscribes you have at the end of the date range chosen. This metric also includes users who opt out of the list unsubscribes. | Available | Not available |
| Unsubscriber Change | How the number of unsubscribes has changed over the selected date interval. This change is calculated by dividing "the unsubscriber count increase on the interval" by "the unsubscriber count on the first day of the interval". | Available | Not available |
| Open Rate by Device Analytics | You can see how your subscribers are engaged with your email campaigns on different devices, with clicks distributed by percentages. | Available | Not available |
| Open Rate by Client Analytics | You can view how your subscribers engage with your email campaigns across different email clients, with clicks distributed by percentage. | 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 | You can view recipient interactions with your email campaigns. "Clicks" shows the total number of clicks on a specific link, while "Unique Clicks" represents the number of unique recipients who clicked on that link. | 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 how Insider One receives open-rate data for your emails by prefetching the Insider One tracking pixel. With this change, it’s important to understand that the open rates will be inflated.