Email Statistics Metrics Explained
Vendi Today records what happens to every email you send, whether it came from a campaign, a Workflow or a bulk send. This article explains where to look and what each number means.
Where to find statistics
- Campaigns and overall trends: Marketing > Emails > Statistics.
- A single Workflow email: open the Workflow, click the email action and choose Statistics in the side panel. It defaults to the last 30 days.
- A bulk send: go to Contacts > Bulk Actions and open the email entry. You will see attempts, delivered, opened, clicked, replied, bounced and unsubscribed, and you can inspect individual recipients.
What the metrics mean
| Metric | Meaning |
|---|---|
| Recipients | Contacts targeted by the send |
| Delivered | Accepted by the receiving mail server |
| Opened | Viewed at least once |
| Clicked | At least one link was clicked |
| Replied | The contact answered the email |
| Soft bounce | Temporary problem, such as a full mailbox |
| Hard bounce | Permanent failure, such as an address that does not exist |
| Unsubscribed | Opted out through the footer link |
| Spam complaint | Marked as spam by the recipient |
| Failed | Could not be sent, for instance an invalid address |
Soft or hard bounces?
Soft bounces may succeed on a retry. Hard bounces will not, and a high number of them can damage your sender reputation, so remove those addresses from future sends.
How fresh is the data?
Most numbers update almost instantly. Clicks, unsubscribes and spam complaints can take a few minutes. If you use a custom SMTP provider, you may see only basic data such as opens and clicks, because some providers do not report everything.
Good to know: Compare rates (percentages) rather than raw counts when judging campaigns of different sizes.
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