Definitions

Let's define some of the terms we're using as several of these figures can be (and often are!) calculated in different ways.

All figures we use are based on unique user actions - for example we only count the same recipient opening a campaign once, if they open that campaign again we don't count that as another open.

• Bounced: messages returned by the receiving mail server as undeliverable
• Delivered: messages accepted for delivery by the receiving mail server i.e. total sent - bounced
• Open Rate: the percentage of delivered emails that were opened (measured by an image load or link click); i.e. number opened / delivered
• Clicks: the percentage of delivered emails that had a link clicked; i.e. unique clicks / delivered
• Unsubscribes: the percentage of delivered emails that result in an unsubscription; i.e. unsubscribes / delivered

For some of the reports we use different ratios, as these are a better way to compare some aspects of campaign performance - these are:

• Click to Open: the percentage of opened emails that had a link clicked; i.e. unique clicks / opens
• Unsubscribe to Open: the percentage of opened emails that result in an unsubscription; i.e. unsubscribes / opens

We use these 'x to Open' figures as ways to compare the performance of the actual campaign content because these look at what happens after the first objective of someone actually opening the campaign has been achieved.