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Message Reports

A message report is an aggregate of all the metrics associated with all the deliveries of a message.

Understanding The Metrics On Message Reports

Message reports represent an aggregate of the all the metrics associated with all of the deliveries of a message. Below is a list of each metric shown on a message report, along with a description of what the metrics represents.

Note - Message reports will maintain metrics for all deliveries, even those deliveries that have been deleted. Hence, if you add up the metrics on all the available delivery reports for deliveries made from a message, they may not add up to the totals on the message report due to the presence of metrics from deleted deliveries.

Note - The metrics associated with test deliveries are not included in message reports. If you wish to view the metrics associated with a test delivery made from a message, click Show Metrics For: and choose to view a delivery report for a test delivery. Keep this in mind if you create a message and only send test deliveries from the message because all of the metrics on the message report for the message will be zero, however, there will be metrics on the delivery reports for the individual test deliveries.

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 the help section.	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" in the help section.
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" in the help section.

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 the help section. For more information on forward to a friend webforms, see "What Is A Forward To A Friend Webform" in the help section.	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 the help section.	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 the help section.	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 the help section. For more information on manage preferences webforms, see "What Is A Manage Preferences Webform?" in the help section.	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 the help section.	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 the help section.	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 the help section.	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 the help section.	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 the help section.	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 section.	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.

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