List Email Report Metrics

On specific report pages such as Opens and Click-Throughs, you can turn filtered activities on in the Tools menu. Turning filtered activities on or off affects all report pages.

Metric Definitions

Total Sent

The total number of emails sent.

Total Queued

The number of emails that are waiting to be sent. These emails were created but haven’t been processed yet. This number can increase as new emails are created and queued.

Soft Bounce

An email acknowledged by the recipient’s mail server but returned to the sender. Sometimes it’s because the recipient’s mailbox is full or the mail server is temporarily unavailable. A soft bounce message can sometimes be deliverable at another time. After five soft bounces, the prospect is opted out of emails.

Hard Bounce

An email that permanently bounced back to the sender because the address is invalid. A hard bounce can occur because the domain name doesn’t exist or because the recipient is unknown.

Total Delivered

The total number of emails minus hard and soft bounces. This data includes emails that were delivered to the recipient's spam folder.

Total Failed

The total number of emails that failed to send. Click the number to view details of why.

Delivery Rate

The percentage of the emails that were delivered compared to the number that bounced (soft and hard). This data includes emails that were delivered to the recipient’s spam folder.

HTML Opens

The total number of times a prospect’s email client loaded the images in the HTML version of the email. We also record an open if the prospect clicks a link within the HTML or text email without downloading images. A click indicates that they viewed the message. Some email clients (Outlook, Apple Mail, Thunderbird) don’t display images by default. An open is counted each time the images load.

Unique HTML Opens

The number of prospects who loaded the images in the HTML version of the email. The Unique Opens category counts each recipient only one time, even if the prospect loaded images more than one time.

HTML Open Rate

The percentage of unique HTML opens compared to the total number of emails delivered (sent minus bounces).

Total Clicks

The total number of clicks for all the links in an email. Each link click is counted separately. For example, if a prospect clicks two separate links in the same message, it counts as two clicks. If a prospect clicks the same link on two separate occasions, that also counts as two clicks. Unsubscribe and Email Preference Center link clicks don’t count toward Total Clicks.

Total CTR (Click-Through-Rate)

The percentage of visitors who click links contained in emails delivered (sent minus bounces) to them. In Total CTR, multiple clicks for a same link are counted.

Unique Clicks

The number of prospects that clicked a link in the email. Each recipient is counted only one time, so multiple clicks in the same message don’t get counted more than one time. Unsubscribe and Email Preference Center link clicks aren’t counted toward unique clicks.

Unique CTR (Click-Through-Rate)

The percentage of visitors who clicked a link contained in an email.

Click To Open Ratio

The number of unique clicks divided by unique HTML opens.

Total Opt-Outs

The total number of prospects that have clicked the link to unsubscribe or opt out of all email communications in the Email Preference Center. They’re removed from future email sends.

Opt-Out Rate

The percentage of users that have opted out compared to the total number of emails sent.

Total Spam Complaints

The total number of prospects that reported the email as spam.

Spam Complaint Rate

The percentage of spam complaints compared to the total number emails sent.

Prospects on Recipient Lists

The total number of prospects on all recipient lists for the email. For non-AMPSEA business units, this data includes prospects in the Recycle Bin at the time of the list email send. This metric isn’t available on test list or A/B test email sends.

Suppressed Prospects

The total number of prospects who were suppressed from receiving the email. This metric isn’t available on test list or A/B test email sends.

Unmailable Prospects

The total number of unmailable, non-suppressed prospects. For non-AMPSEA business units, this data includes prospects in the Recycle Bin at the time of the list email send. This metric isn’t available on test list or A/B test email sends.

Duplicate Prospects

The total number of duplicate email addresses on the recipient list. To ensure that each email address receives only one email, we remove duplicate addresses from the send. This metric isn’t available on test list or A/B test email sends.