Report: Open Metrics (Legacy)

The Opens tab on reports provides metrics related to message opens.

Important: This help topic does not apply to any New Reports. If you're using Bronto's latest report format, please refer to the help topics for new reports.
The following report types display the detailed open metrics shown below:
Top Gray Bar On Opens Reports

Below is a list of all the metrics shown on a detailed open report for a report, along with a description of what each metric represents.

Metric Description Why It's Useful
Delivered

The emails delivered metric represents the total number of emails that were successfully delivered. DMA/EEC equivalent: Accepted

The Emails delivered metric is important because it let's you know how many total emails were successfully delivered. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.

Opens

The opens metric represents the unique opens. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

Open Rate

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Total Opens
The total opens metric represents the total number of opens recorded for a particular message, delivery, A/B split test, automated message rule, or delivery group. If contact Alex Example opens an email you sent them 5 times, and contact Jayne Example opens an email you sent them 10 times, then 15 would be recorded for the total opens metric.
Note: The total opens metric is not the same thing as the opens metrics (which records unique opens). For more information on the opens metric, see Opens Metric.

The total opens metric, similar to opens, is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

Average Opens
The average opens metric represents the average number of times emails you sent were opened. For example, if 20 total opens and 5 emails are recorded, then the average opens would be 4.
Note: Total opens and opens are not the same metric. For more information on what each metric means, see Total Opens Metric and Opens Metric.

The average opens metric is important because it represents an initial level of average interaction with emails you send. It can also signify that the subject line is effective and the from name is trusted.

Time of Day

When viewing an Open Report, you can view the Opens and Open Rate metrics broken down by time of day. You can use this data to determine the optimal time of day to send to your contacts. To toggle between viewing Opens and Open Rate, click Opens By Time Of Day or Open Rate By Time Of Day.

Opens By Time Of Day Graph

GeoIP

When viewing an open report, you can view the open metrics for a given geographical area. The Open Metrics by Geography section contains a map of the world that allows you to view opens and open rates by country and by state/region.

Opens By Geography

If you move your mouse over a country, you can view the opens and open rates for that country.

Opens By Country

You can use the plus and minus buttons to zoom in and out on the map.

Opens Map Zoom Buttons

If you click on the name of a country, you can view open metrics by state/region.

Opens By Country View

If move your mouse over a state/region, you can view the opens and open rate for that state/region. If you click on a state/region, the name and metrics for the state/region will be added to the top right of the map, allowing you to compare metrics across multiple states/regions.

To return to the world map, click the return button

Opens Map Return Button

Email Client

When viewing an open report, you can view the opens and open rate by email client. These graphs are located at the bottom of the open report.

Note: The total count of email clients that could not be determined is displayed at the bottom of the Opens By Email Client section.
Opens By Email Client