Mailing (M)

A series of messages sent as part of a common communication initiative

Cell (C)

Within a Mailing, a group of messages with common content (or, in the case of a custom published mailing, a group of messages with common content rules)

Audience (A)

Within a Mailing or Cell, a group of recipients that have been pre-defined as members of the same Audience for analysis purposes

Link (L)

A clickable URL within an e-mail which enables the message recipient to access a web page with more information

Response Criteria

Description

Mailed (Net Mailed)

The number of unique recipients to whom a mailing is successfully delivered.

At the Link level, the Net Delivered number is greater than at the Mailing, Cell, or Audience level if the same link appears more than once within a message.

Opened (HTML Only)

The number of unique recipients who opened the message (HTML version only). Use this measure with some caution for the following reasons:

It is only possible to track whether an e-mail was opened if the e-mail is in HTML format or other graphically rich format, but not plain text

If the "preview window" is enabled in the recipient's e-mail client, previewed e-mails cannot be distinguished from e-mails that are actually opened.

Both previewed and opened e-mails are counted as opened messages.

Clicked (Unique Clicks)

The number of recipients who clicked through on at least one URL link within the e-mail (excluding the unsubscribe link). At the Link level this is the number of recipients who clicked on the specific link.

Converted

The number of recipients who converted on the mailing. A conversion occurs when an e-mail recipient clicks through on the message and ultimately reaches the conversion web page, which 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. This data is available only for mailings that use e-Dialog ConversionTrack™.

Note: Not available at the Link level.

Unsubs (Unsubscribe)

The number of people who unsubscribed from the mailing.

Note: Not available at the Link level.

Undel (Undeliverable)

The number of target recipients to whom the e-mail was not successfully delivered. Undeliverables are primarily the result of:

• inactive e-mail addresses
• problems with or unavailability of the recipient's e-mail server

Note: Not available at the Link level.

Undeliverable rules include:

• If an undelivered message is returned, and it is viewed as a "permanent" or "hard" undelivered response (for example, the domain does not exist), there are no further attempts to deliver that message
• If a "temporary" or "soft" undelivered response is returned (for example, there is a "Mailbox Full" message), e-Dialog makes a series of automated attempts to deliver the message for up to a 24-hour period. If, after that period, the message still does not reach the recipient, the address is assigned an undelivered status logged for that particular mailing.
• Permanent undelivereds are marked in the e-Dialog database as such after a single undelivered response message and are not included in future mailings.
• Temporary undelivereds are included in future mailings until 3 consecutive undelivereds, across 3 separate mailings in a greater than 14 day period occur. When this occurs, the address is marked undeliverable and is removed from future mailings.