Dashboard Metrics

Mailings Sent

The total number of mailings/campaigns sent by users within the selected group within the selected date range.

Recipients

The approximate number of recipients or contacts that mailings were sent to during this date range. The number is a sum of all the audiences selected as contact sources for your mailings. The count of  recipients that received your mailings may be different based on your deliverability, suppressions, etc.

Average Unsubscribe Rate

Recipient Count / Unsubscribe Count = Unsubscribe Rate

This metric identifies contacts that have Unsubscribed from your mailings. A typical Unsubscribe rate is below .5% and should be closer to .2% to ensure you are reaching people that want to receive your emails.

Average Open Rate

Recipient Count / Unique Open Count = Open Rate

Typically a small image is injected into your emails and when an email is opened the loading of thaat image is tracked to identify the open and recipient's identification. The Open Rate has been a KPI (key performance indicator) since email was created. But its usefulness is deteriorating as more and more email clients/software are now employing mechanisms that make it difficult or impossible to accurately tell when a specific user has opened an email. That is not to say that this metric is useless. You should see a consistent open rate across date ranges. This does not necessarily tell you exactly how many of your subscribers are opening your emails but spikes can identify potential issues that may need further investigation.

Average Click to Open Rate

Unique Open Count / Unique Click Count = Click to Open Rate

If your goal is to get your recipients to click on the links in your emails, you should be watching this metric closely. It can help identify issues with the copy, display or positioning of your Call to Action buttons/links.

Average Complaint Rate

Recipient Count / Complaint Count = Complaint Rate

Complaints are bad. No question about it. If you continue to send emails to users that file complaints this can drastically affect the delivery of all of your emails even to those that want to receive the. You should do your best to ensure your complaint rate stays below .1%.