FAQ Friday: What does all this email marketing jargon mean? Part II

Last week we let you into the email marketing dictionary and defined some common email marketing terms. Catch up on that post here. Today we look at terms from your email reports. Understanding what each section of your reports mean is a crucial step in making accurate changes to your email marketing efforts. You can also click here for to see a sample report and more definitions.

Opens includes anyone who opened your email on any device. They must download images in order for the open to be recorded as an open. Clicks will still be recorded even if the open is not.

If an email shows up as “bounced,” that means it has been sent back to Swiftpage Connect’s servers by the recipient’s email system. Generally, an email address that has “bounced” has either been spelled incorrectly, has hit a full inbox, no longer exists, or has been rejected by a receiving firewall or Spam filter.

When someone opts out of your email campaigns, they are added to the suppression file and emails will no longer be delivered to them.

A list of email addresses to which Swiftpage Connect didn’t attempt to send your email. There are five reasons an email might be “unsent”:

    1. OptOut (the recipient is on your opt-out list),
    2. 3bounces (the recipient is on your 3-bounce list, a list Swiftpage Connect creates of any email
    3. addresses that bounce back to us three times in a two-month period),
    4. Invalid (the email address is invalid — usually a typographical error),
    5. Failed (Swiftpage Connect 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)
    6. Duplicate (the email address is a duplicate of another address on your list).

Click Through Rate (CTR)
The number of clicks on a link or email as a whole divided by the number of emails sent. Helpful in determining the success of email marketing campaigns. Note: Swiftpage Connect does not generate a CTR for you, because of the specific nature of the data. For example, you might want your CTR on one link while someone else might want it on all of their links combined. The calculation is pretty simple and very worthwhile.

A couple of notes on reports:

  • Swiftpage Connect reports live on the server for 60 days.
  • We recommend that you email your reports to yourself after each send. This way, you can save and analyze your long-term data.
  • The Call List is an excellent way to see how your recipients interacted with your email.

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.

5 Responses to “FAQ Friday: What does all this email marketing jargon mean? Part II”

  1. Audrey, thank you for that! One question – has Swiftpage recently changed its “Opened” % to omit bounces from the percentage calculation?

    • Thanks for commenting! While the look of our reports changed, the algorithms used to generate the stats did not. Hope that helps!

    • This might help too: The open percentage shown on your open/click report is the total number of unique opens divided by the total number of unopened emails. (Unopened emails equals the number of submitted emails minus unsent and bounced emails.) For instance, if you submit 1000 emails and 50 are unsent and 50 bounce, and you have 360 unique opens, your open percentage is 40%: 360/(1000-50-50) = .4 or 40%.

  2. Actually, that is not how you guys are calculating open rate currently.

    If you look at our 8/6 email report (“BAM Summer Series: Just One More Event”), the open rate showing on the report is 11.7%.

    That comes out to “Unique Opens” / “Sent”, or 1723/14669 = 11.7%. This is what you are showing on the report.

    Vs. the method you describe above which gives a different percentage:

    19270 submitted, 4601 unsent and 362 bounce. So 14307 delivered.

    1723 unique opens / (19270-4601-362) = 12.04%.

    So…”Sent” is not the same as delivered. Bounced emails are not being included in your calculation of Open Rate.

    Thank you Audrey – either way is fine, I am just trying to get consistency in my own reporting. I have always calculated open rate based on “delivered” emails.

    Thank you!

    • Now you’ve got us a little confused. I am going to have a Customer Care agent reach out to you if that is ok. We’d like to get to the bottom of this.

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