Column

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.

Note: The time of day refers to the time zone identified in the Mailing Selections page.

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.

Level

Level of data presented in an individual table row, including:

• Mailing - a series of messages sent out as part of a common communication initiative
• Cell - 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 – within a Mailing or Cell, a group of recipients that have been pre-defined as members of the same Audience for analysis purposes
• Link - A clickable URL within an e-mail which enables the message recipient to access a web page with more information
• Format - the visual method of presenting the e-mail message content. The most commonly used formats are text (T), HTML (H), and multipart (M).

  Multipart is a graphical HTML e-mail that defaults to a plain text message if the recipient's e-mail client cannot support HTML messages.

Name

Name of the mailing, cell, audience, link, or format.

Total Mailed

The total number of unique e-mail addresses to which a mailing is sent.

Note: Messages mailed is not the same as messages delivered. This is because almost every mailing contains some e-mails that do not reach the intended recipient because of inactive e-mail addresses and/or problems with the recipient's e-mail server.

Another way to think of Total Mailed is the number of e-mail addresses that were in the "To:" field when the "Send" button was clicked.

Note: At the Link level, the Total Mailed number is greater than at the Mailing, Cell, Audience, or Format level if the same link appears more than once within a message.

Net Delivered

The number of unique e-mail addresses to which a mailing is successfully delivered.

This is calculated by subtracting the number of Undeliverable Addresses from Total Mailed. The primary reasons for undeliverable e-mails are:

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

Net Delivered is the basis for most other mailing performance calculations, including open rates, click rates, and unsubscribe rates.

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

Delivery Rate

Net Delivered as a percent of Total Mailed.

Open Rate (HTML only)

The number of HTML messages opened.

This is a measure of unique opens; multiple opens by the same person and messages that are forwarded to another party and then opened are not counted in Opens.

Use this measure with some caution because:

• 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 are counted as opened messages.

Total Click Rate

The total number of clicks on all URL links contained within an e-mail message (except for the "unsubscribe" link) as a percent of Net Delivered.

If the same message recipient clicks multiple times on either the same link or multiple links within a message, all of those clicks are counted when calculating Total Click Rate. Similarly, if a message is forwarded without using e-Dialog's Forward-to-a-Friend application, any clicks by recipients of the forwarded message are counted when calculating this measure. To avoid counting multiple clicks by the same e-mail recipient or by those to whom the e-mail was forwarded, use Unique Click Rate.

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

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).

Unsub Rate

Unsubscribe requests as a percent of Net Delivered.

A high Unsub Rate indicates that your message content and/or frequency are not well targeted to your audience.

% of Net Delivered

Unique Conversions as a percentage of Net Delivered.

This measure answers the question, "What percent of people who received the e-mail message clicked through to a web site and converted?" Multiple conversions are not counted in this equation; each recipient is credited with a maximum of one conversion.

% of Unique Clicks

Unique Conversions as a percentage of Unique Clicks.

This measure answers the question, "What percent of people who clicked through on the e-mail message then converted at the destination web site?" Multiple conversions are not counted in this equation; each recipient is credited with a maximum of one conversion.

Avg. Revenue per Customer

Total Revenue divided by Unique Conversions.

Unique Conversions is a proxy for the number of customers who converted at least once.