Email campaign statistics in Quanda count in two ways: numbers marked "uniquely" count recipients, each one only once, and numbers marked "total" add up every open or click. The terms are the same in all campaign types. Where to find them in the statistics is described in the article Statistics of a simple email campaign.
What the terms in statistics mean
| Term | What it counts | Example |
|---|---|---|
| Sent | Unique recipients the email was sent to. | 1,000 recipients |
| Delivered | Unique recipients the email was delivered to. | 980 recipients |
| Undelivered | Unique recipients the email was not delivered to. | 20 recipients |
| Opened Total | All opens of the email. | A recipient opens the email 10 times, 10 is added. |
| Opened Uniquely | Unique recipients who opened the email. | A recipient opens the email 10 times, 1 is added. |
| Unopened | Unique recipients who did not open the email. | |
| Clicks total | All clicks on links in the email. | A recipient clicks 5 links, 5 is added. |
| Clicks uniquely | Unique recipients who clicked at least one link. | A recipient clicks 5 links, 1 is added. |
| SPAM Reports | Unique recipients who marked the email as spam. | |
| Unsubscribed | Unique recipients who unsubscribed with the link in the email footer. |
Sent, Delivered and Undelivered
Sent is the total number of unique recipients the email was sent to. Delivered is the number of recipients the email was delivered to, and Undelivered the number it was not delivered to. You find the list of undelivered addresses with the reason at the bottom of the statistics page. What the reasons mean is explained in the article Reasons for undelivered emails.
Opened Total, Opened Uniquely and Unopened
Opened Total is the total number of opens of the email. If one recipient opens the email ten times, you see 10 here. Opened Uniquely is the number of recipients who opened the email. Each recipient counts only once, no matter how many times they opened the email, so the same recipient adds 1. Unopened is the number of recipients who did not open the email.
Quanda does not count automatic and robotic opens in Opened Total and Opened Uniquely, for example those created on the recipient's behalf by Apple Mail Privacy Protection. It recognizes and filters out more than 80% of them. Read more in Apple Mail Privacy Protection: what it changes about open rates.
Clicks total and Clicks uniquely
Clicks total is the total number of clicks on links in the email. If one recipient clicks once on each link in an email with five links, you see 5 here. Clicks uniquely is the number of recipients who clicked any link at least once, so the same recipient adds 1. You find the click statistics for each link at the bottom of the statistics page. If your email has social media icons, you see clicks for each of them there too.
SPAM Reports and Unsubscribed
SPAM Reports is the number of recipients who marked the email as spam. Unsubscribed is the number of recipients who unsubscribed with the link in the email footer. You find both lists at the bottom of the statistics page.
How to calculate the open rate and click-through rate
- Open rate is the share of unique opens out of delivered emails: Opened Uniquely / Delivered × 100. 1,000 delivered emails and 250 unique opens give 25%.
- Click-through rate (CTR) is the share of unique clicks out of delivered emails: Clicks uniquely / Delivered × 100.
Quanda calculates the percentages for you in the Success rate of the email campaign part. How to raise the click-through rate is described in the article Email click-through rate: 8 mistakes that lower it.
Frequently asked questions
Opened Total adds up all opens, so one recipient who opens the email ten times adds 10. Opened Uniquely counts recipients, each one only once, so the same recipient adds 1.
Clicks total adds up all clicks on links. If a recipient clicks each of five links in the email, they add 5. Clicks uniquely counts recipients who clicked any link at least once, so the same recipient adds 1.
The open rate is the share of unique opens out of delivered emails. If you deliver 1,000 emails and 250 people open them, the open rate is 25%. Calculate it from delivered emails, not sent ones, otherwise undelivered addresses lower the result.
No. Quanda recognizes automatic and robotic opens, for example from Apple Mail Privacy Protection, and leaves more than 80% of them out of Opened Total and Opened Uniquely.
The difference is the undelivered emails, that is addresses the email could not be delivered to. You find their list with the reason at the bottom of the statistics page.