FAQ Friday: Open/Click Report Definitions

Kassi Johnson, our Customer Service Manager, has put the FAQ Friday list together. Her Email address is posted on Kassi Johnson’s about page if you would like to contact her with any further questions.

Q: Can you give me a list of open/click reports (i.e. online reports) definitions?

A: The following reports are available in your online reports:

Create Call List: generates a Call List for the email blast you are viewing.

Opens and Clicks: a report showing how many times each recipient opened an email or clicked on a link in it.

Opens: a pie chart showing how many of your recipients opened or did not open the email.

Opens over time: a bar chart showing how many recipients opened your email over a given amount of time.

Clicks: a bar chart showing which links were clicked on the most often.

Clicks over time: a bar chart showing how many recipients clicked on links in your email over a given amount of time.

Unique opens by time: a listing, by time, of email recipients opening your email for the first time (a “unique” open represents the first time someone opens your email, so the total number of unique opens equals the total number of people who actually opened your email).

Unique opens by email: a listing by email address of recipients who opened your email at least once.

Opens by time: a listing, organized by time, of each time any recipient opened your email (this report includes multiple opens for a single recipient).

Opens by email: a listing, organized by email address, of each time any recipient opened your email (this report includes multiple opens for a single recipient).

Unique clicks by link: a listing, by link, of the first link clicked on by a given recipient (a unique click represents the first time someone clicks on a link in your email, so the total number of unique clicks equals the total number of people who clicked on at least one link in your email).

Unique clicks by email: a listing by email address of recipients who clicked on at least one link in your email.

Clicks by time: a listing, organized by time, of each time any recipient clicked on a link in your email (this report includes multiple clicks for a single recipient).

Clicks by email: a listing, organized by email address, of each time any recipient clicked on a link in your email (this report includes multiple clicks for a single recipient).

Unopened: a list of email addresses for people who did not open your email, and whose email addresses were not bounced or unsent.

Bounced: a list of email addresses that Swiftpage attempted to send to but that were bounced back to Swiftpage’s servers.  (Most often, email addresses bounce because the email address is no longer valid, a recipient’s inbox is full, or the email has been rejected by an email filter.)

Unsent: a list of email addresses to which Swiftpage did *not* attempt to send your email.  There are five reasons an email might be “unsent”:

Others:
OptOut: the recipient is on your opt-out list
3bounces: the recipient is on your 3-bounce list, a list Swiftpage creates of any email addresses that bounce back to us three times in a two-month period
Invalid: the email address is invalid — usually a typographical error
Failed: Swiftpage could not process the message to the email address, most often because the address has double or triple quotation marks around it in the list you uploaded
Duplicate: the email address is a duplicate of another address on your list

3 Responses to “FAQ Friday: Open/Click Report Definitions”

  1. Does the open count for one email include counts for if the individual has their “preview emails” funiction on and every time they scroll past it counted as an open? Someone told me this could account for high number of opens attributed to one email. I also assume if they forward it and the recipient opens it that is counted as an open – no?
    Most opens show 1-4 but regularly will get 20-30. One important recipient is showing 170 opens so I’m wondering if it’s a glitch or can be accounted for by the pre-view function.
    Thanks!

    • Paul – Thanks for your comment and questions. Here are some answers for you:

      -An open will count if images are downloaded. If the reader has a preview screen and is set to allow images automatically than, yes it would count as an open each time they clicked or scrolled onto the email in the preview screen

      -If the recipient forwards their email and does NOT use the forward to a friend link at the bottom than all future opens by whoever they forwarded to would show as opens for the original recipient. If they use the forward to a friend link this is not the case.

      -There are also other scenarios where certain spam filtering settings or programs could be ‘opening’ the message to check content etc. before delivering it to the inbox.

      Unfortunately there’s no way to control recipient’s actions and their spam programs. If you see an unusually large number of opens, it is likely because one of the above occurrd.

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