Data

Description

Date Mailed

The date on which the mailing was initially launched. If a mailing has multiple cells that were launched across more than one day, Date Mailed is the date on which the first cell was launched.

Last Refreshed

The date and time when the mailing results were last updated, where the time of day refers to the time zone identified in the upper left corner of the report you are in.

Automatic refreshes to mailing result data occur once every 24 hours (overnight) for the first 30 days after a mailing is launched. It is rare that significant activity occurs with a mailing after that amount of time, but you can kick off refreshes at any time by going to the Mailing Selection screen and clicking the Refresh icon in the Last Refreshed column for the mailing which you would like to update.

Mailing Name

Name of the mailing.

Send Mode

Whether the mailing was sent as full service (FS) or self-service using Campaign Builder (CB).

# Cells

Total number of cells in the mailing.

# Audiences

Total number of audiences to whom the mailing was sent.

# Links

Total number of links in the mailing.

Format

MIME type of the e-mail message content, including HTML (H), text (T), and multipart (M).

Net Delivered

Total Mailed minus e-mails that were undeliverable. Total number of records that were successfully delivered to an e-mail address

Unique Click Rate

The number of e-mail message recipients who clicked through on at least one URL link within the e-mail (excluding the "unsubscribe" link) as a percent of Net Delivered. Unlike Total Click Rate, Unique Click Rate does not count multiple clicks by the same message recipient or clicks by multiple people to whom the message was forwarded. This is the best measure for answering the question, "What percent of my message recipients clicked through to access more information?" It is a good proxy for the effectiveness of an e-mail's message content.

Note: At the Link level of a report, Unique Click Rate represents the number of clicks on the specific link as a percent of Net Delivered messages that contain the link (excluding multiple clicks on that link by the same message recipient).

Conversion Rate

Percentage of Unique Clicks, which is calculated by calculating Unique Conversions as a percentage of Unique Clicks. This measure answers the question "What percent of recipients who clicked through on the mail message then converted at the destination web site?" Multiple conversions are not counted in this equations; each recipient is credited with a maximum of one conversion.

A conversion occurs when an e-mail recipient clicks through on the message and ultimately reaches the conversion web page that has been pre-selected as a goal for the mailing. The conversion page is typically a confirmation page presented after a purchase, registration, or information request is completed.

Unsub Rate

Unsubscribe requests as a percent of Net Delivered. High Unsub Rates indicate that your message content and/or frequency are not well targeted to your audience.

Category

Categories to which the mailing belongs.