Interpreting Email Data – Numberly

Introduction

Various performance metrics (KPIs) are displayed on Dashboardly; this article explains each of these KPIs.

Note: Visits, page views, and clicks generated by bots and other computer systems that our system can identify are not collected.

Total opens : Total number of times the email was opened (also includes opens of the mirror page).
Unique opens: Number of unique users who opened the email at least once (also includes opens of the mirror page).
Unique open rate: Number of unique opens divided by the number of delivered emails.
Total clicks : Total number of clicks (text version, HTML version, mirror link, and mirror page), excluding unsubscribe links.
Unique Clicks : Number of unique users who clicked at least once on the email (text version, HTML version, mirror link, and mirror page), excluding unsubscribe links.
Unique Click-Through Rate : Number of unique clicks divided by the number of successfully delivered emails.
Engagement Rate: Number of unique clicks divided by the number of unique opens.

When an email is forwarded, the resulting opens and clicks are tracked and attributed to the recipient of the original email.

Emails Sent: Number of emails sent.
Undelivered emails: Number of emails for which an error was identified.
Delivered emails (successful): Number of emails sent minus undelivered emails (soft and hard bounces).
Delivered Email Rate: Number of delivered emails divided by the number of emails sent.
Soft bounce : Number of emails that returned a temporary error:
- User bounce: soft bounce related to the user’s mailbox (e.g., full mailbox, archived mailbox);
- Deliverability bounce: soft caused by a deliverability issue (e.g., blacklisted or blocked IP, content identified as spam);
Technical error : Soft bounce related to a technical issue (e.g., network problem, protocol error).
Hard bounce: Number of emails that returned a permanent error:
- Hard bounce: Number of emails that returned a permanent error;
- Complaints: User complaints reported by Internet Service Providers / webmail providers.

Unsubscribe Rate: Number of unique clicks on the unsubscribe link divided by the number of successfully delivered emails.
Unique Unsubscribe Clicks: Number of unique clicks on the unsubscribe link.
Unsubscribers: Number of successful unsubscriptions.

Conclusion

These definitions help you better interpret the KPIs displayed on the interface.

To analyze campaign performance, you can also export the data.