What do the key figures in my e-mail statistics mean?

What do the key figures in my e-mail statistics mean?

All information regarding the evaluation of sent mailings, SMS, postcards, and surveys can be found under the Statistics tab. This section is divided into Email, SMS, Postcard, Mailing Comparison, Sendings (email, card, and SMS), Subscribers, and Extras (survey statistics and landing page statistics).

In the Email, SMS, and Postcard sections, you will find the key metrics of your campaigns, including open rates, click rates, and bounces.

Open Rate

The open rate indicates how many recipients opened the mailing. It differentiates between unique (single) opens and total (multiple) opens. The open rate is calculated as the number of all recorded opens divided by the number of successfully delivered emails.

An email is counted as opened if it:
  1. Is double-clicked to open
  2. Is marked as "read" in the email program
  3. Is clicked once in the inbox, opening the email preview
All three actions trigger the tracking pixel embedded in the mailing, which then reports an open to MAILINGWORK.

Bounces

Bounces are classified into hard bounces and soft bounces.
  1. Hard Bounces: Permanently undeliverable emails
  2. Soft Bounces: Temporary delivery issues that can occur during or after transmission (e.g., a full mailbox). For soft bounces, delivery attempts continue even days later, which is not the case with hard bounces.

Click Rate

The click rate is the ratio of clicks to successfully delivered emails. Clicks provide a more accurate reflection of your mailing’s success than opens. Similar to open rates, click rates also differentiate between unique (single) clicks and total (repeated) clicks.

Additional metrics in the statistics include:
  1. Blacklist Entries
  2. Invalid Addresses
  3. Opt-Out Rate
  4. Recommendation Rate
  5. Profile Change Rate
  6. Complaints (emails marked as “spam” by readers)

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