In the EMS software, under “Reports”, select “View Executive Report”. Then select “Report by Campaign/Send History” and then the email you want to view. The Executive report provides useful and commonly required information about your mailings. You can find out how many emails were sent, how many bounced (didn’t reach the recipient), how many times the email was opened overall (click rate), how many recipients opened it (unique views), what links recipients clicked on, which links were the most popular, etc. For more specific information about each of these items, review the items below.
Tip! One thing to keep in mind when looking at the number of emails opened, is that the number reported may be less than the actual number of people that viewed your email. The system tracks how many times an email is opened by placing a link to a tiny, invisible graphic at the bottom of each e-newsletter. When someone opens the email, the software registers a request to retrieve that graphic. There are various reasons why an opened HTML email might not be registered by the software. For example, people might have their graphics turned off, or open your email when they are offline, or because that graphic is blocked by the recipient’s email software.
Parameters displayed include:
- Newsletter Name — The name of the newsletter that was sent.
- Email Subject — The subject of the newsletter that was sent. Typically, this is the same as the Newsletter Name.
- Number Sent — Total number of email messages sent out in the campaign.
- Number Sent in HTML and Text formats.
- Bounce Email Address — The email address that was used for bounces.
- Hard and Soft Bounces — The numbers of hard and soft bounces.
- Total Number Of Bounces — Total number of email messages that bounced.
- Bounce Percentage — Percentage of messages that bounced (Number Sent/Number of Bounces) x 100.
- Total Conversions — If you have enabled conversion tracking and utilized the conversion tracking code, this number will reflect the total number of conversions.
- Conversion Revenue — If tracking conversions and passing the amount of each conversion then this will reflect the total revenue from the conversions.
- Overall Totals (These totals do not take into account unique views/clicks).
- Total Views — Total number of times your newsletter was viewed. Note that if the same person viewed the newsletter 5 times, that produces a total views of 5. Unique views can be viewed in the Unique Totals section
- Total Clicks — Total number of clicks among all links in which you have enabled click tracking (Using ##TrackClick##). Because you may have multiple links in a message this number could potentially be higher than the number of views.
- Click Rate — Represents Total Clicks/Total Views.
- Open Rate based on Number Sent — Represents Total Views/Number Sent.
- Open Rate Excluding Bounces — Represents (Total Views/(Number Sent-Bounces)). Note that bounces have been removed.
- Total Clicks By Link — Lists all links for which you are tracking clicks and the total number of times each link was clicked along with the click through rate (relative to total views).
- Unique Totals (Represents unique views and clicks)
- Unique Views — Lists the total unique times a newsletter was viewed. If someone viewed the newsletter 5 times that counts as one unique view.
- Unique Open Rate Based on Number Sent — Represents Unique Views/Number Sent.
- Unique Open Rate Excluding Bounces — Represents (Unique Views/(Number Sent-Bounces)). Note that bounces are removed in this figure.
- Unique Clicks (All Links) — Total number of unique clicks among all links being tracked.
- Unique Click Rate (All Links) — Represents Unique Clicks/Unique Views.
- Unique Clicks (1 Click per subscriber) — Represents total unique subscribers who clicked at least one time.
- Unique Click Rate (1 Click per subscriber) — Represents the percentage of unique subscribers who clicked one or more links.
- Unique Clicks By Link — Represents the number of unique clicks on each link as well as the click through rate.