List Average Performance

In the Average Performance section, you can see the following metrics:

Metric Description Why It's Useful
Average Delivery Rate
The average delivery rate represents an average of the individual delivery rates for each delivery sent to a list or segment.
Tip: For more information on the delivery rating for a delivery, see Sender and Delivery Rating.

The average delivery rate is important because it gives you an indication on the relative health of the list or segment. If the average delivery rate is low, then contacts on the list or segment are not receiving emails you send them.

Average Open Rate

The average open rate represents an average of the individual open rates for each delivery sent to a list or segment.

The average open rate is important because it gives you insight into the effectiveness and contact engagement level of a list or segment. The average open rate lets you see out of all the contacts on the list or segment who received the email you sent, who actually took the time to open it.

Average Click Rate

The average click rate represents an average of the individual click rates for each delivery sent to the list or segment.

The average click rate is important because it gives you insight into the effectiveness and contact engagement level of a list or segment. The average click rate gives you an indication of how effective the emails you sent to the list or segment were at getting the contacts who opened the emails to click the links contained therein.

Average Conversion Rate

The average conversion rate represents an average of the conversion rates for each delivery sent to the list or segment.

The average click rate is important because it gives you insight into the effectiveness and contact engagement level of a list or segment. Whether it's making a purchase or downloading a white paper, the ultimate goal of email marketing is to compel your contacts to perform an action.