Below is a detailed description of all the metrics displayed on email reporting pages. It is based on the structure and headings of the Results Summary page, but also includes additional metrics shown on the Trends page.
Original launch list
This is the number of contacts in the segment or list selected as recipient source for this campaign.
For batch email campaigns, contacts who have unsubscribed or whose email address has been marked invalid according to your Bounce Settings have already been removed by this stage. They are listed in the email Scheduling page under Opted out and Invalid address.
The email campaigns whose launch list details have already been archived (after approx. 30 days), will show an empty list. For these campaigns, the launch list has to be manually generated by clicking any of the blue lines on the reporting screen. The data will then be restored for one day.
Number of emails not sent
There are a number of reasons why a contact can be removed from the launch list before the campaign is sent. The overall total of these contacts is given at the top.
- No email address – The database field email address is empty for these contacts.
- Wrong email address syntax – The email address is not correctly constructed, for example email@example.com, or jane@@doe.com.
- Account blocklist – These contacts, or their whole email domain, have been manually added to your account’s Internal Blocklist and cannot receive marketing emails from you.
- Transactional blocklist – Transactional emails ignore opt-in automatically, but by default these emails are included in the account-wide blocklists. This blocklist is enabled with the the transactional opt-in feature, which allows transactional emails bypass account blocklists. The account transactional blocklist allows you to block contacts from any kind of emails, including transactional emails, even if transactional opt-in is enabled. This feature can be activated for you by Emarsys Support. For information, click here.
- Emarsys global suppression list – Emarsys maintains a global blocklist of email addresses which pose a significant risk to your deliverability. These include known spam traps, notorious complainers, domains known for high complaint rates, role addresses which cannot be assigned to individual people (such as alert@, abuse@, ftp@) and contacts who have registered with an international Robinson List).
- Contact has previously complained – These contacts marked an email they received from you as spam. This action was reported to us via their ISP’s automated feedback loop and we must therefore treat them as having unsubscribed. You can also choose to exclude contacts who complained about other Emarsys clients on the Internal Blocklist page.
- Frequency cap – These contacts have received the maximum number of emails allowed for the time period in which the campaign was sent, based on your Frequency Cap settings.
No content – This metric includes messages prevented from being sent when the contacts were not eligible to receive any of the content in the email, for example due to conditional text, section targeting being used. Another possible reason for messages not being sent can be personalization tokens where either the
requiredfilter was inserted or the "Field content is a requirement for sending" checkbox was checked.
This also lists contacts who were excluded when a voucher pool runs out of codes and the option Do not send emails if voucher pool is empty has been selected.
ESL filters incapable of handling expressions without results (for example, there is no data for a given contact field), such as,
replace will prevent the message sending and increase the No content metric.
- Missing or outdated data – Emails that were supposed to contain smart incentives (Incentive Recommendation) and/or Relational Data but were canceled because Smart Insight sales data was not available or up-to-date and/or Relational Data was not available.
- Duplicate email addresses – If the option Do not send to duplicate email addresses is selected for an email campaign, only one email will be sent to contacts who share the same email address. This one contact is selected at random; the others are listed here.
- No attachment - This is displayed for emails that are Triggered Email mail streams and have the option Send only with attachment enabled. It means that the attachment was missing or could not be attached.
- Contact opted out before launch: These contacts unsubscribed from an email campaign (opted out of marketing emails) before the email has been launched.
- Contact with invalid email address: The email address database field contains invalid data for these contacts.
- Contact could not be reached too many times: The number of failed email delivery attempts exceeded the threshold value for these contacts.
- Email not sent because of unknown reason: These emails could not be delivered because of various unforseen reasons.
Number of emails sent
This is the number of emails which were sent out from the Emarsys mail servers. This includes all the emails delivered as well as bounced.
The emails which could not be delivered are listed by their bounce type.
Soft bounce – These emails could not be delivered because of temporary problems, such as:
- The mail box of the recipient is full.
- The denoted domain cannot be reached temporarily (network problems) or the host is unknown.
- Mistyped email addresses.
- Temporary server breakdowns.
- Hard bounce – These emails could not be delivered because the email address does not exist (or has been deleted).
Block bounce – These emails could not be delivered because they were blocked by spam filters. Reasons for this could be:
- Inappropriate content; emails that contain pornographic or other suspicious words in the text body, the subject line or the sender field are usually rejected.
- The HTML format in the sent email differs significantly from the HTML standard.
- The recipient activated a spam filter and has put the sender on its personal spam list.
- The sender is blocklisted, which means that the contact has informed their Internet provider that they consider the email received to be spam.
- The email was rejected by the recipient’s server firewall (especially company servers).
Number of emails delivered
These emails were accepted by the recipients’ mail servers.
These are the standard email responses; you can find additional responses under Other activities below.
- Opened – We can confirm that these recipients have opened the email, as they downloaded images or other content, or clicked a link. This metric shows all opens, including Privacy Opens.
- Privacy Opens - This metric includes all opens generated by Apple’s Mail Privacy Protection (opened on an iOS or MacOs device).
- Opened on mobile – We can confirm that these recipients opened the email on a mobile device, as they downloaded images or other content, or clicked a link.
Didn’t open – We cannot confirm that these recipients have opened the email, for one of the following reasons:
- They have not yet opened the message.
- Their email client is set to disable images.
- Their email client cannot display images.
- The email has been bounced but the bounce message has not yet been sent to Emarsys.
- Clicked – The number of recipients who clicked at least one link in this email.
- Clicked on mobile – The number of recipients who clicked at least one link in this email using a mobile device.
- Total clicks – The total number of all clicks made by all recipients.
Didn’t click – The number of recipients who have not been tracked for one of the following reasons:
- They have not opened the email or clicked a trackable link.
- There are no trackable links in the content they received.
- Their emails were bounced.
- Click-through rate – The percentage of openers who then went on to click a link in the email.
Note: It is currently not possible to segment contacts by mobile response.
The latest update to iOS 15, which was released in September 2021, affects the tracking of email opens in the iOS Mail app. This also has an effect on Emarsys email reporting and email tracking. For more information, see iOS 15 update - What is happening?
Email format used
Contacts can choose to receive their emails in a particular format (using the Preferred Mail Format field), although the default setting is to send either text or HTML based on the receiving device.
There are a number of additional responses available, depending on the standard forms you have included in the email.
- Unsubscribed – The number of recipients who opted out of this email. Recipients who opted out using the List-unsubscribe feature are included as well.
Link tracking does not count clicks on the unsubscribe link in an email for that campaign.
- List unsubscribed – The number of recipients who opted out using the email client’s List-unsubscribe feature.
Link tracking does not count when contacts select the List unsubscribed option in an email for that campaign. Such clicks are counted by the List unsubscribed and Didn't click metrics.
- Complained – The number of recipients who marked this email as spam or junk in their email client. These contacts are automatically added to your Internal Blocklist.
Responses to BCC emails
When using the BCC feature with on event campaigns, all responses to the BCC email, including bounces, will be attributed to the contact who received the original campaign.
When using this feature with all other campaign types, the BCC email address is treated as a separate contact.
We strongly recommend not to respond to BCC emails as this can make your email reporting inconsistent. We also recommend monitoring your BCC mailbox regularly to make sure that high volumes of email traffic do not cause it to block or bounce incoming emails.