The objective of this article is to provide clarity and precise definitions for these essential analytics terms. This will equip you with a strong basis to interpret data and enhance the efficiency of your upcoming email campaigns.
Basic metrics
Delivered — Number of emails delivered successfully to mailbox providers (for example: Gmail, Outlook, iCloud mail, etc).
Sent — Number of emails sent to the recipients. This can include delivered, deleted and bounced emails. It means that a request to send an email has been forwarded to the delivery provider, indicating the initiation of the delivery process. Yet, it doesn't ensure successful delivery due to external factors that can influence final receipt such as invalid address.
Unique open — Number of recipients who opened your email at least once. Note that machine open from Mail Privacy Protection also counts as open.
Total open — Total number of times your email was opened.
Unique clicked — Number of recipients who clicked on a link or button (redirecting to a specific page) in the e-mail. Regardless of how many times they click, it will be counted as 1 unique click.
Total clicked — Number of recipients who clicked on a link or button (redirecting to a specific page) in the e-mail. For example, If the same user clicks 4 times on the email, it will count as 4 clicks.
Bounced — Number of emails that bounced and therefore are not delivered to the recipient. More details about bounces below.
Unsubscribed — Number of recipients who opted out by clicking on the Unsubscribe link which allows Batch to get instant opt-out feedback and to not retarget recipients who have chosen to unsubscribe.
💡 What about rate?
Delivery rate — delivered divided by sent
Open rate — unique open divided by delivered
Click rate — unique click divided by delivered
Unsubscribed rate — unsubscribe divided by delivered
Delivery report
Delivered — Number of emails delivered successfully to the mailbox provider (for example : Gmail, Outlook, iCloud mail, etc).
Bounced — Number of emails that bounced and therefore are not delivered to the recipient. More details about bounces below.
Skipped due to suppression — Number of email address we tried to send an email to but the email address is suppressed due to previous hard bounce or if a user previously marked any email as spam.
Sending — Period during which emails are in sending. This metric evolves as the campaign is sending and decreases at the end of the campaign.
Bounces
Bounces refer to an unsuccessful delivery attempt. In fact, bounces mean that the email couldn't reach the intended recipient for various reasons.
Different types of bounces
Hard bounce — These emails were undeliverable because the email address is invalid. The email cannot be delivered to the recipient due to a permanent issue. Recipients experiencing a hard bounce are automatically added to the suppression list and will not receive further communication. The sending will not be retried.
Soft bounce — The email can’t be delivered to the recipient due to a temporary reason. The sending will be retried multiple times and the number of retry attempts can vary from receiver to receiver. Here are the potential soft bounce reasons:
The recipient's mailbox is full.
Temporary breakdowns in server functionality.
Temporary delay due to rate limits from mailbox providers
Block bounce — The email was rejected at first sending attempt and won't be subject to retry until next email to send. As a sender, if the domain/IP is blocklisted, emails sent will fall under block bounces.
Need more help?
Feel free to check our other articles dedicated to analytics here: