How to Read Your Campaign Metrics
A metrics report is generated for every email campaign. The purpose of the report is to give agency users straightforward insights that are actionable. The performance of every email campaign depends on several metrics that need to be observed over time to achieve the best results. By understanding how your emails are performing, you will be able to have insights on subscriber behaviour and engagement.
Different Types of Contacts
Below is the explanation of the terms for the different types of contacts:
Term
Definition
Explanation
Bounced Contacts
Contacts who did not receive the emails as intended
There are 2 types of bounces – a soft/temporary bounce and hard/permanent bounce.
There are various reasons why emails bounce. When emails bounce, a Simple Mail Transfer Protocol (SMTP) reply will be sent from the recipient’s mail server to explain why.
Number of Contacts
The total number of active contacts
The total number of contacts the email campaign has been delivered to.
Reported Spam Contacts
Contacts who reported emails sent to this audience as junk or spam
The number of reported spam contacts should be kept as low as possible since your emails will be blocked if there are too many spam reports.
Most email service providers will block IP addresses that send the emails if there is a significant number of complaints. This will directly impact your email deliverability.
Unsubscribed Contacts
Contacts who opted to stop receiving emails that are sent to this audience
The number of unsubscribed contacts should be kept as low as possible.
This is an indicator of how valuable the content is to the audience and if the frequency of the communications is acceptable.
Email Campaign Metrics
ℹ️ Pro tips: The campaign metrics are updated at 12 a.m, 6 a.m., 12 p.m. and 6 p.m. daily.
Below is an explanation of the terms for the metrics used:
Term
Definition
Explanation
Emails Delivered Successfully
Emails that were successfully delivered to the contacts’ mailbox. This includes Unsubscribed Contacts and Reported Spam Contacts
Permanent / Hard Bounces
Contacts whose emails have been returned as their email addresses are invalid
Bounce rates are directly related to the quality of your subscriber list. A low bounce rate is ideal as this indicates that your subscriber list is healthy and well-managed.
For email addresses that continually bounce, it is suggested to remove the email address from your audience list.
Temporary / Soft Bounces
Contacts whose email server have a temporary technical problem or their mailbox is full. Contacts who soft bounce are eligible to receive future emails from you
Bounce rates are directly related to the quality of your subscriber list. A low bounce rate is ideal as this indicates that your subscriber list is healthy and well-managed.
Unique Click Rate
Total no. of unique contact email clicks / No. of emails delivered successfully
If a contact clicks on the link in your email 5 times, it only counts as 1 unique click
A click rate is an indicator of how valuable or interesting the email content is to the audience, as well as the call to action in the email.
Unique Open Rate
Total no. of unique contact email opens / No. of emails delivered successfully
If a contact opens your email 5 times, it only counts as 1 unique open
An open rate is an indicator of how captivating your subject lines are. By tracking the open rates, you will be able to see which subject lines boost the open rate.
We are unable to track the open rate for email addresses ending with gov.sg. By doing so, the emails will land in junk.
You may want to watch out when there is a decrease in open, click-through, and delivery rates or an increase in unsubscribe, spam, and bounce rates. One suggestion is to create user segments by using the user attributes so that users can receive targeted emails.