On the Summary page of any sent email, or in the Reports section for any emails sent within the date range of your choice, you can find basic metrics for your sends. The list below offers a basic breakdown of the definitions of these metrics. The standard in email for tracking Views/Opens is when images are downloaded. When sending to contacts opening in inboxes where they do not download images by default, if they choose not to download (and also take no further action) there will be no view (or open) to record. Also, because a click can't be made without a person first viewing an email, a click will also record a view in emfluence. These metrics can be downloaded from the summary page of any sent email as well as in the Reports section.
Views and View Rate: Generally defined as the number of people who viewed (or opened) with the rate being divided by the number of emails sent. In the emfluence Platform you will see both Unique Views (the number of individuals who viewed) and also Total Views (the total number of views). If I open the email you sent to me 3 times, I would count once for unique views but 3 times for total views.
Apple Mail Privacy Protection (MPP): In 2021 Apple Mail began to block tracking pixels by automatically downloading images to a proxy server for every message received by an Apple Mail client that has the privacy setting activated. (NOTE: If enabled, this can happen for all mail clients on an Apple device, not just Apple Mail). In doing so, this made it appear that everyone had downloaded the pixel (causing inflated false opens to be recorded) regardless of whether or not the email was ever actually opened by a human being. On devices where Apple Mail Privacy Protection (MPP) is enabled, to avoid reporting inflated numbers, emfluence will ignore those false positives and remove them from all reporting. This means your reporting on Apple devices will be underreported unless those contacts take further action on your email (such as clicking on a link). Although the percentage may vary depending on the list makeup of a client, around 50% of email opens happen on Apple devices (which could be more for B2C clients or slightly less for B2B clients).
Clicks and Click-through Rate (CTR): A click is recorded when a contact clicks a link in your email. As with Views, emfluence will show you both Unique Clicks and Total Clicks. The number of total links clicked divided by the total number of emails sent will provide your Total Click-through Rate while Unique Click-through Rate provides the number of people who clicked divided by sent.
Clicks-To-Views (CTV): Of the unique contacts who viewed the email, this is the percentage that clicked on a link.
Delivered: The number of emails sent minus any bounces or failures.
Failures: The number of emails that failed to deliver. Reasons for the failures will be shown in the Recipients list. The two most common reasons for an email failure is the a larger (or throttled) email been canceled before it had completely delivered or an aspect of the email (such as a missing value for a variable from name or from address preventing that contact from receiving your email.
Bounces: Sent emails that were returned as undeliverable. These are broken into two separate types.
Hard Bounce: The email address does not exist. Either it's misspelled or the account has been deactivated.
Soft Bounce: This is a larger category of over 500 types of bounces stating that the email was temporarily unavailable due to a wide variety of factors. Some soft bounces (ex: mailbox full) are more descriptive than others. Individual types of bounces can be found in the Bounce report under the Reports tab.
Unsubscribes: These are contacts who clicked the unsubscribe link in your email and opted-out of receiving future emails. Contacts who unsubscribe are automatically suppressed within the emfluence Marketing Platform.
Complaints: These are the result of your contacts marking the email as spam. As inboxes have strict limits concerning complaint rates, you want to be very careful to avoid spikes. While a high unsubscribe rate isn't great, it's far better than a high complaint rate which could see you throttled in the short or long term at a domain.
Web Views: This refers to specifically who clicked the View-As-Webpage link (if it was included in your email) which allows the recipient to view the email in their browser rather than their inbox.
Forwards: emfluence cannot track forwards across a recipient's inbox. However, if you include the Forward To Friend link, and the recipient uses that to send a copy to another recipient, that will be tracked here.
Shares: This refers specifically to the Share link if you included it in your email.