Delivery Groups - ClubHouse Online Support

Messages > Delivery Groups

Delivery Groups

Delivery Groups

Delivery groups are a collection of deliveries grouped together for the purposes of segmenting and reporting. You can add individual deliveries, messages, or automated message rules to a delivery group.

The first page provides you a table with all the Delivery Groups that you created. It provides you with the following information

Actions: Delete
To the left of the Delivery Group Name check the box and click on Delete to Delete the Delivery Group.

Icons: Choose Visible Columns, Download Table Data, Refresh

Choose Visible Columns: you have the option to choose which of the 11 columns listed below are visible in the table.

Name, Deliveries, Sent, Open Rate, Click Rate, Conversion Rate, Revenue, Contact Loss Rate, Created, Last Activity and Last Updated.

Download Table Data: You can download a snapshot of the data contained in the table by choosing a file type below.

Refresh: Reloads the delivery group data to reflect current statistics

Creating a Delivery Group

Click on Create Delivery Group
Name: create name for the Delivery Group
Click on Save

Selecting messages to be included in the Delivery Group

There are three types of messages to choose from
Deliveries - These are deliveries that were automatically added or those you manually added to this delivery group.
Messages - All deliveries from these messages will be added to this delivery group.
Automated Messages Rules -All deliveries from these automated message rules will be added to this delivery group.

To add a message to the Deliery group simply click on
Add Deliveries, Add Messages or Add Automated Messages Rules to bring up a list of all messages that have already been delivered, waiting to be sent out or a part of an automated message rule.
Check off the messages you want to include from the table that you want included in the Delivery Group by using the checkbox and click on Add Deliveries, Add Messages or Add Automated Message Rules to save your selections

Edit Name: you can rename the Delivery Group
Delete: Remove the existing Delivery Group
View Report: Takes you to a page where you can view different reports for the Delivery Group

Understanding The Metrics On Delivery Group Reports

A delivery group report contains all of the metrics associated with the deliveries that have been added to a delivery group.

Tip - You can view the Last Updated time to find out the last time metrics for the delivery group were updated. You can view the Last Activity time to find out the last time a delivery was added to the delivery group.

The individual reports will be looked at first then the Overview

Deliverability

A message report is an aggregate of all the metrics associated with all the deliveries of a message. When viewing a message report, click the Deliverability link to view deliverability metrics for the message. Below is a list of all the metrics shown on a deliverability report for a message, along with a description of what each metric represents.

Metric	Description	Why It's Useful
Sent	The sent metric represents the total number of emails sent for a particular message, delivery, A/B split test, automated message rule, or delivery group.	The sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the sent metric is the starting point for evaluating how many of your emails actually got delivered.
Delivered	The delivered metric represents the total number of emails that were successfully delivered as part of a particular message, delivery, A/B split test, automated message rule, or delivery group. DMA/EEC equivalent: Accepted	The delivered metric is important because it let's you know how many total emails were successfully sent for a particular message, delivery, A/B split test, automated message rule, or delivery group. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.
Delivery Rate	The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate	The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.
Undeliverable	The undeliverable metric represents the number of sent emails that were not delivered. You will also see a percentage next to the undeliverable number. This number represents the percentage of sent emails that could not be delivered.	The undeliverable metric is important because it tells you how many of your sent emails were not delivered.
Contact Loss Rate	The contact loss rate represents the percentage of contacts that were marked as inactive and can no longer receive marketing messages from you as a result of the email you sent them. Tip - For more information on the inactive status type, see What Is The Difference Between Active And Inactive Contacts?	The contact loss rate is important because it points out potential problems in the targeting of your deliveries and/or the design and content of your message. If you notice a high number under contact loss rate, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong message to the wrong group of contacts.

Metric	Description	Why It's Useful
Hard Bounce	Hard bounces are permanent delivery failures. For example, the mailbox and/or domain does not exist for an email address. The from hard bounce metric represents the number of sent emails that were not delivered due to hard bounces. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	The from hard bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of hard bounces, you need to review who you are sending to and the content you are sending.
Bad Email Address	The bad email address bounce type means that the email server in question has indicated that this is not a valid account. Whether the contact has left that host, had a typo in their registration, or just that the email address was entirely made up cannot be discerned from this message. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	The bad email address metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of bad email address bounces, you need to review your contact gathering mechanisms. Are you forcing people to provide an email address? Contacts may just be making something up to get through the form. Or, perhaps the demographic you are appealing to is more likely to not want to give out their real email address. If so, you may want to tempt them to give a real address by telling them that you will send a coupon, more information, or a link they need to click to verify their account. It all really depends on how bad you want their email address. If you aren't going to validate addresses in some way, then you probably shouldn't require people to give you their email address.
Destination System Unreachable	The destination system unreachable bounce type means that there was a connection issue with the email server. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	A destination system unreachable bounce is different than a bad email address hard bounce, which would result in immediate removal of the contact in question. This bounce type just means that we will not retry sending this specific email to this specific contact right now because it is not likely to succeed. Later deliveries to the contact may succeed.
Rejected Due To Message Content	The rejected due to message content hard bounce type means that the email server has identified the email as spam. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	We will not attempt to resend an email that results in a rejected due to message content hard bounce. If you see a number of these, then you should probably look at the message you are sending and take the time to run your message through the spam test provided on the Message Overview page. If you are still having problems or have questions about what may be causing this, please contact Customer Support. Tip - For more information on spam testing your message, see Spam Testing Your Message in help.

Metric	Description	Why It's Useful
Soft Bounce	Soft bounces are temporary delivery failures. A soft bounce may occur if a contact's inbox is full, or the receiving email server is down. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	The from soft bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of soft bounces, you should review who you are sending to and the content you are sending.
Temporary Contact Issue	Temporary contact issue means that there was a temporary issue at the receiving mail server with respect to the contact in question. An example of this is a mailbox full message. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	There isn't too much you can do about a temporary contact issue bounce. It may, however, be an early indicator that a user has abandoned this email address. If you want to be pro-active and try to stem these type of bounces from occurring, then include the Manage Preferences link (using `%%!manage_url%%`) within your messages, in addition to the unsubscribe link. This allows users to easily update their email address.
Destination System Temporarily Unreachable	Destination system temporarily unreachable means that there was a temporary issue at the receiving mail server, such as a server busy message. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	A destination system temporarily unreachable bounce may be resolved via retries. If it is not, there is little you can do about this.
Deferred Due To Message Content	Deferred due to message content is quite similar to the rejected message content bounce. Messages aren't often identified this way, as ISPs don't want you to resend something they identify as spam. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	If you are seeing a majority of your messages being classified as deferred due to message content bounces, you should check your message and see if you can reduce it's likelihood of being identified as spam. Tip - For more information on spam testing your message, see Spam Testing Your Message in help.
Unclassified	The unclassified metric represents the number of bounces that could not be classified using our bounce classification system. We try our best to classify bounces and keep from showing them as unclassified so that you can better understand why bounces are occurring.	We developed our bounce classification system in such a way that the most common types of bounces would always be classified. If you are noticing a high number of unclassified bounces, then something outside of normal circumstances is likely. In this case, you should contact support for assistance in diagnosing the problem.

Metric	Description	Why It's Useful
Contact Loss	The contact loss metric represents the total number of contacts that were marked as inactive and can no longer receive marketing emails from you as a result of this email. Tip - For more information on the inactive status type, see What Is The Difference Between Active And Inactive Contacts?	The contact loss metric is important because it points out potential problems in the targeting of your deliveries and/or the design and content of your message. If you notice a high number under contact loss, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong emails to the wrong group of contacts.
From Unsubscribes	The from unsubscribes metric represents the total number of contacts that were lost (i.e. made inactive) by unsubscribing.	The from unsubscribes metric is important because it better clarifies why you are losing contacts. If a contact unsubscribes themselves (via a manage preferences form or other method), this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to manually unsubscribe themselves to be counted in this metric.
From Complaint	The from complaint metric represents the total number of contacts that were lost (made inactive) by complaining via an ISP feedback loop or the applications complaint system. Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, And Their Impact On Your Account in help. Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in help.	The from complaint metric is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP or via the application, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP or via the application. They can do this by clicking the Report Spam button (or similarly named button) after receiving an email from you.
Inactive Due To Bounces	The inactive due to bounces metric represents the total number of contacts that were made inactive because they exceeded the bounce limit you have set in your account. The bounce limit represents the number of times emails sent to a particular contact can consecutively bounce before the contact is made inactive. Once a contact is made inactive, you can no longer send to them until they once again opt-in to receiving marketing emails from you. Tip - For more information on bounces, see A Guide To Bounces in help.	The inactive due to bounces metric is important because it better clarifies why you are losing contacts. If you notice a high number under inactive due to bounces, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong emails to the wrong group of contacts.

Clicks

Delivery group reports represent an aggregate of the all the metrics associated with each delivery added to a delivery group. To find out more detailed information about the metrics related to clicks, click Clicks at the top of a delivery group report. Below is a list of all the metrics shown on a detailed click report for a delivery group report, along with a description of what each metric represents.

Metric	Description	Why It's Useful
Opens	The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders	The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.
Clicks	The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through	The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.
Click Rate	The click rate represents the number of clicks that were recorded, as compared to the number of opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO)	The click rate is important because it represents the second level of contact engagement pertaining to the actual content of the email you sent. The click rate gives you an indication of whether or not the content was effective in getting contacts to click links in the email. The click rate also can give you an idea of how effective the placement and design of your calls to action are.
Click Through Rate	The click through rate represents the number of clicks that were recorded, as compared to the number of emails delivered.	The click through rate metric represents a level of contact engagement pertaining to the email you sent. The click through rate gives you an overall indication of the contacts who received your message and were also engaged enough to open it and click on a link. Tip - The click through rate metric is a legacy calculation. For a more useful calculation, we suggest you view the click rate. The click rate is determined by the number of clicks over the number of opens. For more information on the click rate, see Understanding The Click Rate Metric.
Total Clicks	The total clicks metric represents the total number of times links were clicked for a particular message, delivery, A/B split test, automated message rule, or delivery group. If a contact clicks link A in your message 10 times and clicks link B in your message 5 times, then 15 total clicks would be recorded.	The total clicks metric, similar to clicks, is important because it represents a level of contact engagement beyond just opens and begins to highlight the effectiveness of your message content. Where as with clicks your are able to determine that contacts were interested in the content of your message, total clicks allows you to get some idea of the frequency of that interest.
Average Clicks	The average clicks metric represents the average number of times a link was clicked in an email. For example, if your email has 20 total clicks and 5 clicks, then the average clicks would be 4.	The average clicks metric is important because it can represent a high level of average interaction with your email and signify that the content is effective.

Conversions

A delivery group report is an aggregate of all the metrics associated with each delivery added to a delivery group. To find out more detailed information about the metrics related to conversions, click Conversions at the top of a delivery group report. Below is a list of all the metrics shown on a detailed conversion report for a delivery group report, along with a description of what each metric represents.

Metric	Description	Why It's Useful
Clicks	The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through	The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.
Conversions	The conversions metric represents the unique conversions that have been recorded. Conversions track when a contact performs an action as a result of an email you send them, such as making purchases, making donations, or filling out surveys. A unique conversion is only recorded the first time an action from an email is performed. If a contact buys something from you via an email you send them, and then later on purchases something from you via that same email, then only 1 unique conversion is recorded. Tip - In order to track conversions, you need to setup the conversion tracking URL and add it to pages on your site. For more information on setting up conversion tracking, see Setting Up Conversion Tracking in help.	The conversions metric is extremely important because at the end of the day, the reason you send email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written and clicks may tell you how engaging the content is, but conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.
Conversion Rate	The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded.	The conversion rate metric is important because it indicates how effective the email you sent is at getting your contacts to perform an action. Whether it's making a purchase or downloading a whitepaper, the ultimate goal of email marketing is to compel your contacts to perform an action.
Orders	The orders metric represents the number of orders made from a conversion. From a single conversion, multiple orders can be made. It is possible to have more orders than conversions. For example, if a contact clicks from an email to your site, purchases a shirt, and then also decides to purchase a hat, that could represent 2 orders made from 1 conversion.	The orders metric is important because it can tell you more detailed information about conversions. If you send out an email highlighting a sale your company is putting on and a contact clicks from the email to your site and then makes 8 purchases, it will be counted as 1 conversion and 8 orders.
Total Revenue	The total revenue metric represents the total amount of revenue (in dollars) recorded.	The total revenue metric is important because it tells you exactly how much money your email marketing efforts are bringing in. If you are tracking e-commerce conversions, then Total Revenue is going to be one of the most important metrics you deal with.
Average Revenue Per Order	The average revenue per order metric represents the average amount of revenue generated from orders made.	The average revenue per order metric is important because it gives you an idea of how much contacts are spending each time an order is made. It can tell you if individual contacts are driving your revenue, or if contacts are spending a relatively set amount across the board. Using this data, you can do things like move the big spenders to their own segment, send them a personalized message, and then move everyone else to a different segment with a different marketing approach.

Sharing

A delivery group report is an aggregate of all the metrics associated with each delivery added to a delivery group. To find out more detailed information about the metrics related to shares, click Sharing at the top of a delivery group report. Below is a list of all the metrics shown on a detailed sharing report for a delivery group report, along with a description of what each metric represents.

Metric	Description	Why It's Useful
Forwards To A Friend	The forwards to a friend metric represents the total number of times a contact forwarded an email you sent them using the forward to a friend link. Tip - For more information on adding a forward to a friend link to your message, see Inserting A Link To A Webform Using The WYSIWYG Editor in help. For more information on forward to a friend webforms, see What Is A Forward To A Friend Webform in help.	The forwards to a friend metric is important because it highlights both contact engagement and the effectiveness of the email you sent. If a contact makes the effort to use the forward to a friend link, most of the time it means they found the email you sent them compelling enough to share it with a friend.
Total Social Shares	The total social shares metric represents the total number of contacts who clicked social sharing links contained in the email you sent them. For example, if a contact uses the Facebook social sharing link 10 times, then 10 would be recorded for the total social shares metric. Note - Forward to a friend URLs are not included in the total social shares metric. Tip - For more information on social sharing links, see Adding Social Share Links To Your Message in help.	The total social shares metric is important because it highlights both contact engagement and the effectiveness of the email you sent. If a contact takes the time to use the social sharing links, then most likely it means that they found the email you sent them compelling enough to share it with one of their social networks.
Social Views	The social views metric represents the total number of times an email shared via social sharing links was viewed. Note - Views will be counted for anyone that views the message shared via social sharing links, not just contacts in your account. Forward to a friend URLs are not included in the social shares metric. Tip - For more information on social sharing links, see Adding Social Share Links To Your Message in help.	The social views metric is important because it allows you to see how effective the email you sent is after it has been shared via social sharing links. This metrics can give you insight into the effectiveness of using social sharing links in your emails, as well as the effectiveness of your emails with an audience outside your contacts.

Metrics By Delivery

A delivery group report is an aggregate of all the metrics associated with each delivery added to a delivery group. If you want a quick view of the metrics associated with the deliveries added to a delivery group, click Metrics By Delivery at the top of a delivery group report. If you see a particular delivery you want to know more about, click the on the subject to go to the delivery report for that delivery.

Metric	Description	Why It's Useful
Sent	The sent metric represents the total number of emails sent for a particular message, delivery, A/B split test, automated message rule, or delivery group.	The sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the sent metric is the starting point for evaluating how many of your emails actually got delivered.
Delivered	The delivered metric represents the total number of emails that were successfully delivered as part of a particular message, delivery, A/B split test, automated message rule, or delivery group. DMA/EEC equivalent: Accepted	The delivered metric is important because it let's you know how many total emails were successfully sent for a particular message, delivery, A/B split test, automated message rule, or delivery group. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.
Opens	The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders	The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.
Clicks	The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through	The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.
Conversions	The conversions metric represents the unique conversions that have been recorded. Conversions track when a contact performs an action as a result of an email you send them, such as making purchases, making donations, or filling out surveys. A unique conversion is only recorded the first time an action from an email is performed. If a contact buys something from you via an email you send them, and then later on purchases something from you via that same email, then only 1 unique conversion is recorded. Tip - In order to track conversions, you need to setup the conversion tracking URL and add it to pages on your site. For more information on setting up conversion tracking, see Setting Up Conversion Tracking in help.	The conversions metric is extremely important because at the end of the day, the reason you send email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written and clicks may tell you how engaging the content is, but conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.
Total Revenue	The total revenue metric represents the total amount of revenue (in dollars) recorded.	The total revenue metric is important because it tells you exactly how much money your email marketing efforts are bringing in. If you are tracking e-commerce conversions, then Total Revenue is going to be one of the most important metrics you deal with.

Overview

Metric	Description	Why It's Useful
Sent	The sent metric represents the total number of emails sent for a particular message, delivery, A/B split test, automated message rule, or delivery group.	The sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the sent metric is the starting point for evaluating how many of your emails actually got delivered.
Delivered	The delivered metric represents the total number of emails that were successfully delivered as part of a particular message, delivery, A/B split test, automated message rule, or delivery group. DMA/EEC equivalent: Accepted	The delivered metric is important because it let's you know how many total emails were successfully sent for a particular message, delivery, A/B split test, automated message rule, or delivery group. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.
Opens	The opens metric represents the unique opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders	The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.
Clicks	The clicks metric represents the unique clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 unique click is recorded. DMA/EEC equivalent: Click Through	The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in emails you send. With clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.
Conversions	The conversions metric represents the unique conversions that have been recorded. Conversions track when a contact performs an action as a result of an email you send them, such as making purchases, making donations, or filling out surveys. A unique conversion is only recorded the first time an action from an email is performed. If a contact buys something from you via an email you send them, and then later on purchases something from you via that same email, then only 1 unique conversion is recorded. Tip - In order to track conversions, you need to setup the conversion tracking URL and add it to pages on your site. For more information on setting up conversion tracking, see Setting Up Conversion Tracking in help.	The conversions metric is extremely important because at the end of the day, the reason you send email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written and clicks may tell you how engaging the content is, but conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.
Total Revenue	The total revenue metric represents the total amount of revenue (in dollars) recorded.	The total revenue metric is important because it tells you exactly how much money your email marketing efforts are bringing in. If you are tracking e-commerce conversions, then Total Revenue is going to be one of the most important metrics you deal with.

Pipeline Metrics

Metric	Description	Why It's Useful
Delivery Rate	The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate	The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.
Open Rate	The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate	The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.
Click Rate	The click rate represents the number of clicks that were recorded, as compared to the number of opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO)	The click rate is important because it represents the second level of contact engagement pertaining to the actual content of the email you sent. The click rate gives you an indication of whether or not the content was effective in getting contacts to click links in the email. The click rate also can give you an idea of how effective the placement and design of your calls to action are.
Conversion Rate	The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded.	The conversion rate metric is important because it indicates how effective the email you sent is at getting your contacts to perform an action. Whether it's making a purchase or downloading a whitepaper, the ultimate goal of email marketing is to compel your contacts to perform an action.

Delivered Metrics

Metric	Description	Why It's Useful
Delivery Rate	The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate	The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.
Open Rate	The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate	The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.
Click Through Rate	The click through rate represents the number of clicks that were recorded, as compared to the number of emails delivered.	The click through rate metric represents a level of contact engagement pertaining to the email you sent. The click through rate gives you an overall indication of the contacts who received your message and were also engaged enough to open it and click on a link. Tip - The click through rate metric is a legacy calculation. For a more useful calculation, we suggest you view the click rate. The click rate is determined by the number of clicks over the number of opens. For more information on the click rate, see Understanding The Click Rate Metric.
Conversion/Delivered Rate	The conversion/delivered rate represents the percentage of conversions made, as compared to the number of emails delivered.	The conversion/delivered rate is important because it gives you an overall indication of the contacts who received your message and were also engaged enough to convert. Whether it's making a purchase or downloading a whitepaper, the ultimate goal of email marketing is to compel your contacts to perform an action. Tip - The conversion/delivered rate is a legacy calculation. For a more useful calculation, we suggest you view the conversion rate. The conversion rate is determined by the number of conversions over the number of clicks. For more information on the conversion rate, see Understanding The Conversion Rate Metric.

Metric	Description	Why It's Useful
Forwards To A Friend	The forwards to a friend metric represents the total number of times a contact forwarded an email you sent them using the forward to a friend link. Tip - For more information on adding a forward to a friend link to your message, see Inserting A Link To A Webform Using The WYSIWYG Editor in help. For more information on forward to a friend webforms, see What Is A Forward To A Friend Webform in help.	The forwards to a friend metric is important because it highlights both contact engagement and the effectiveness of the email you sent. If a contact makes the effort to use the forward to a friend link, most of the time it means they found the email you sent them compelling enough to share it with a friend.
Total Social Shares	The total social shares metric represents the total number of contacts who clicked social sharing links contained in the email you sent them. For example, if a contact uses the Facebook social sharing link 10 times, then 10 would be recorded for the total social shares metric. Note - Forward to a friend URLs are not included in the total social shares metric. Tip - For more information on social sharing links, see Adding Social Share Links To Your Message in help.	The total social shares metric is important because it highlights both contact engagement and the effectiveness of the email you sent. If a contact takes the time to use the social sharing links, then most likely it means that they found the email you sent them compelling enough to share it with one of their social networks.
Social Views	The social views metric represents the total number of times an email shared via social sharing links was viewed. Note - Views will be counted for anyone that views the message shared via social sharing links, not just contacts in your account. Forward to a friend URLs are not included in the social shares metric. Tip - For more information on social sharing links, see Adding Social Share Links To Your Message in help.	The social views metric is important because it allows you to see how effective the email you sent is after it has been shared via social sharing links. This metrics can give you insight into the effectiveness of using social sharing links in your emails, as well as the effectiveness of your emails with an audience outside your contacts.
Contact Updates	The contact updates metric represents the number of times a contact updated their information using a Manage Preferences link. Tip - For more information on adding a manage preferences link to your message, see Inserting A Link To A Webform Using The WYSIWYG Editor in help. For more information on manage preferences webforms, see What Is A Manage Preferences Webform? in help.	The contact updates metric is important because it allows you to see how many contacts updated their information via a manage preferences link. If you notice that the contact updates number is high, you should dig a little deeper and find out what contacts are doing once they get to the manage preferences page.
Survey Responses	The survey response metric represents the total number of survey responses returned for emails sent out as a survey. Next to the total survey responses number, you can also view the percentage of delivered emails that were responded to via a survey. Tip - For more information on building surveys in the application, see Creating A Survey Using A Template, Managing The Survey Settings, and Additional Survey Considerations And Best Practices in help.	The survey responses metric is important when dealing with emails sent out as a survey because it represents how many contacts participated in the survey.

Metric	Description	Why It's Useful
Undeliverable	The undeliverable metric represents the number of sent emails that were not delivered. You will also see a percentage next to the undeliverable number. This number represents the percentage of sent emails that could not be delivered.	The undeliverable metric is important because it tells you how many of your sent emails were not delivered.
Hard Bounce	Hard bounces are permanent delivery failures. For example, the mailbox and/or domain does not exist for an email address. The from hard bounce metric represents the number of sent emails that were not delivered due to hard bounces. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	The from hard bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of hard bounces, you need to review who you are sending to and the content you are sending.
Soft Bounce	Soft bounces are temporary delivery failures. A soft bounce may occur if a contact's inbox is full, or the receiving email server is down. Tip - For more information on the bounce classification system, see A Guide To Bounces in help.	The from soft bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of soft bounces, you should review who you are sending to and the content you are sending.
Frequency Cap (Skipped)	The frequency cap (skipped) metric represents the number of contacts that were not sent to because doing so would exceed the contact frequency cap settings you have in your account. Tip - For more information on contact frequency cap settings, see Setting Contact Frequency Caps For Your Account in help.	There are several of reasons why you might see a high number of emails skipped for exceeding your frequency cap settings. You could simply be scheduling too many deliveries to your contacts, or you might have an automated message rule that is sending too much. Skipped deliveries represent missed conversion opportunities, so you'll want to review your sending process to try and prevent skipped deliveries from occurring.
Onboarding (Skipped)	The onboarding (skipped) metric represents the total number of contacts that were not sent to because doing so would exceed the number of contacts with a status of onboarding you can send to at this time. Tip - For more information on the automated onboarding process, see Automated Onboarding in help.	The onboarding (skipped) metric is important for two reasons. First, it let's you know about any contacts that could not be sent to. Second, it gives you an indication of how the contacts you are importing are affecting your account. If you are continually seeing a high number of contacts skipped due to onboarding, then it could mean you are trying to import a bad list. If you are importing a healthy list, contacts should very quickly move from onboarding to active. So, if you are continually seeing high numbers under onboarding (Skipped), you should re-examine the contacts you are importing or adding.

Metric	Description	Why It's Useful
Contact Loss	The contact loss metric represents the total number of contacts that were marked as inactive and can no longer receive marketing emails from you as a result of this email. Tip - For more information on the inactive status type, see What Is The Difference Between Active And Inactive Contacts?	The contact loss metric is important because it points out potential problems in the targeting of your deliveries and/or the design and content of your message. If you notice a high number under contact loss, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong emails to the wrong group of contacts.
From Unsubscribes	The from unsubscribes metric represents the total number of contacts that were lost (i.e. made inactive) by unsubscribing.	The from unsubscribes metric is important because it better clarifies why you are losing contacts. If a contact unsubscribes themselves (via a manage preferences form or other method), this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to manually unsubscribe themselves to be counted in this metric.
From Complaint	The from complaint metric represents the total number of contacts that were lost (made inactive) by complaining via an ISP feedback loop or the applications complaint system. Warning - A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, see Complaints, Sender Rating, Delivery Rating, And Their Impact On Your Account in help. Tip - For more information on fixing a low sender or delivery rating, see Understanding And Fixing A Low Sender/Delivery Rating in help.	The from complaint metric is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP or via the application, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP or via the application. They can do this by clicking the Report Spam button (or similarly named button) after receiving an email from you.
Inactive Due To Bounces	The inactive due to bounces metric represents the total number of contacts that were made inactive because they exceeded the bounce limit you have set in your account. The bounce limit represents the number of times emails sent to a particular contact can consecutively bounce before the contact is made inactive. Once a contact is made inactive, you can no longer send to them until they once again opt-in to receiving marketing emails from you. Tip - For more information on bounces, see A Guide To Bounces in help.	The inactive due to bounces metric is important because it better clarifies why you are losing contacts. If you notice a high number under inactive due to bounces, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong emails to the wrong group of contacts.

At the bottom you will see the Totals from Recent Deliveries that will only show the last 5 messages that were sent. The statistics here will be different from what you find on the top of this Overview Report which show for all the Deliveries.

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