How exactly do we calculate email sending statistics
Detailed explanation of where the values for all stats in Email campaigns come from
Knowing your campaign's statistics can pay off for your next shipments
Email sending statistics are important when trying to optimize these campaigns in terms of their effectiveness in winning new transactions and reaching the largest number of recipients with your content.
User.com cares for the best reflection of the entire emailing process, in a form that is accessible for further analysis - from sending them from the application to reaching users and processing the messages by these users.
Where to find them and how they are calculated
In the Email section (Campaigns> Email) we can see when a given campaign has been or will be sent and what are its basic attributes and statistics:
- Name - the name of the campaign
- Type - indicates what type of campaign we are dealing with; is it a campaign based on automation or is it a simple, one-time shipment
- Recipients - number of users selected as recipients of the campaign
- Sent - number of emails sent for the campaign
- Opened - the ratio of open messages to the number of messages received by recipients given as a percentage value (Opened / Delivered) or given as numerical value, visible in the tooltip after hovering over the cell - the total number of open messages
- Clicked - the ratio of messages in which the recipient entered the links attached in the body of this message to the number of open messages, given as a percentage value (Clicked / Opened) or a numerical value, visible in the tooltip after hovering over the cell - the total number of messages in which the recipient entered the links attached in the content
- Spambounce - number of emails which went to the spam folder
- Softbounce - number of emails which delivery is temporarily suspended due to: receiver’s inbox being full, receiver’s server being turned off, or message being too big
- Hardbounce - number of emails which were not delivered due to: send out to address or domain that does not exist, or receiver having e-mail message delivery blocked. All addresses that caused a hardbounce are automatically deleted from receivers database by EmailLabs
Tabs
To see more details about a given campaign, first select it from the list of all campaigns in the main section view. Then on the left side you will find a few tabs:
- Summary - If you tested emails with the module, "A / B split", on the bottom of the page there will be a comparison of results for each variation used. Detailed statistics will be described below in Tabs - Summary
- Link statistics - This section provides you with information about the number of clicks in each link separately
- Delivery log - Here, instead of aggregated data, you can see a full list of sent emails along with their statuses (useful in tracking mistakes or dispatch failures): recipients, dates of delivery, as well as clicks and opens
- Link clicks - If you want to know which link a particular user clicked on, you can see it in this section
- Email openings - If you want to know when a particular user opened your email, you can see that in this section
- Unsubscribed users - Here, you have a full list of users who clicked "Unsubscribe"
- Recipients domains - This section gives you a chance to see what email domains receivers are using
Tabs - Summary
In Summary, moreover, what was described and what we could see in the main section view, we can also see:
- Delivered - total number of sent messages
- Opened - total number of emails opened in the campaign
- Clicked - total number of emails which have been clicked in the campaign
- Open rate - the ratio of the number of messages opened by recipients to the number of messages sent received, given as a percentage value (Opened / Delivered)
- Clicked to Opened rate - the ratio of the number of messages in which the recipient entered the links attached in the body of this message to the number of messages received, given as a percentage (Clicked / Opened)
- Unsubscribed - the ratio of the number of messages in which the recipient entered the unsubscribed link included in the message content to the number of messages received, given as a percentage (Unsubscribed / Opened)
Tabs - Link statistics
- Click count - total number of clicks on a given link
Unique clicks are not counted, so if user X clicked the link 3 times and user Y clicked the same link 5 times, this link will have Click count = 8.
- Total click count - total number of clicks on all links
Example
Link A:
user X - 10 clicks
user Y - 3 clicks
Link B:
user X - 4 clicks
user Y - 2 clicks
Total click count = 19
Tabs - Link clicks
- Unique click count - unique clicks on the link per recipient
Example
Link A:
user X - 10 clicks
user Y - 3 clicks
Link B:
user X - 4 clicks
user Y - 2 clicks
user Z - 4 clicks
Unique click count = 5
Important note
Clicking on more than one link in the body of the email, even if we have multiple links and enter each of them multiple times, will be counted only once for each unique user.
This also works similarly for other events such as opening an email or unsubscribe from the email campaign.
Example
- We have a message that has 4 links.
- The above message is sent in the campaign to 10 users.
- The message reached 8 users.
- 3 users opened messages, and one of these users entered every link in the email and other one has opened the messages multiple times.
In the event of the above situation, the statistics for this campaign are as follows:
- Sent = 10
- Delivered = 8
- Opened = 3
- Clicked = 1
- Open rate = 3/8 = 38%
- Clicked to Opened rate = 1/3 = 33%
We can see that the number of e-mail or link openings does not matter as the values of the above attributes are calculated only once for one of these events and only for unique users.