Delivery Report Recipients Metrics

The Recipients tab on a delivery report contains all of the list or segment metrics associated with an individual delivery.

You can access a delivery recipient metrics by going to Messages > Deliveries and clicking the report icon, then clicking on the delivery report's Recipients tab. The tab contains a single, exportable table that has an entry for each list or segment included in the delivery and their associated metrics.

To add or remove metrics:
  1. Click the filter icon Filter Icon.
  2. Check the box.

    A check mark means the metric is displayed in the table.

The Recipients tab provides insight into delivery behavior at the list/segment level. Therefore, contact metrics are associated with every list or segment the contact was a part of at the time of the delivery. This duplication of contact-level metrics means the sum of metrics in this table could be higher than what is reported in other areas of the delivery report. For example, a contact who is on two different segments opened the delivery. This open is reflected in the Open Rate for each segment, but will only be reflected once in the Open Rate on other tabs within the delivery report.

To export the table:
  1. Click the export icon Export Icon.
  2. Select whether to export in CSV or Excel format.

This table describes all of the recipient metrics.

Metric Description Why It's Useful
Average Order Value (AOV) This metric represents the average revenue generated per order tracked in your account. It's important because it gives you an understanding of how much contacts spend, on average, each time an order is placed.
Click Rate

The click rate represents the number of unique clicks that were recorded, as compared to the number of unique opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO) The calculation does not take into account the 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 day prior to the start of the report are included in the calculation. For example, a contact may have opened a message on a previous day, but clicked on the message on a day within the report range.

The click rate is important because it represents the second level of contact engagement. The click rate gives you an indication of how effective the email you sent was at getting contacts to click the links contained therein. The click rate can also give you an idea of how effective the placement and design of your calls to action are.

Conversions

The conversions metric represents the unique conversions recorded. Conversions track contacts who placed an order after interacting with a message delivery (email or SMS). Bronto records unique conversions the first time a contact makes a purchase connected with a message delivery. For example, if a contact buys something from you through a message link, and later makes a second purchase, only one unique conversion is recorded.

The purpose of sending email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written, and clicks may tell you how engaging the content is. However, conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.

Conversion Rate

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded. The calculation does not take into account the 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 day prior to the starting date of the report are included in the calculation. For example, a contact may have clicked on a message on a previous day, but converted on a day within the report range.

The conversion rate metric is important because it indicates how effective the email you sent was at getting your contacts to perform an action. Whether it's making a purchase or downloading a white paper, the goal of email marketing is to compel your contacts to perform an action.

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.

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.

Orders The number of unique orders that are associated with the message. This is important because it lets you compare the number of orders to the revenue and revenue per email metrics to determine if revenue is coming from a high volume of orders or from a small volume of high-revenue orders.
Revenue

The Email Revenue metric represents the total revenue tracked for emails sent from the application. This revenue is tied to specific emails sent from the application.

The Email Revenue metric is important because it allows you see the revenue that directly ties to your email marketing efforts.

Recipient Name Name of the list or segment. N/A
RPE The Revenue Per Email metric represents the average revenue tracked for an email successfully delivered from your account. The Revenue Per Email metric is important because it allows you to see how much revenue, on average, a successfully delivered email earns.
Sends
The emails sent metric represents the total number of emails that were sent.
Note: Deleted email deliveries will still be counted as part of the emails sent metric.

The emails sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the emails sent metric is the starting point for evaluating how many of your emails actually got delivered.

Total Clicks

The total clicks metric, similar to clicks, is important because it represents a level of contact engagement beyond just opens and begins to highlight the effectiveness of your message content. Where as with clicks your are able to determine that contacts were interested in the content of your message, total clicks allows you to get some idea of the frequency of that interest.

The total clicks metric is a total of all times links were clicked in a particular message, delivery, A/B split test, automated message rule, or delivery groups

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.

Type Whether the group is a segment or list. N/A
Unique Clicks The unique clicks metric is the sum of all the unique clicks recorded for a message. A unique click is recorded the first time a contact clicks any link contained in a message. If a contact clicks a link 9 times, 1 unique click is recorded. If 2 contacts each click a link 10 times, then 2 clicks are recorded. If a single contact clicks 5 different links, than 1 unique click is recorded.

This metric considers all of the links in a message as a whole. For information about the number of unique clicks for an individual link, see the Unique Clicks By Link metric on the Delivery Report Links tab.

This is important because it helps you better understand the relationship between clicks and conversions. The conversion rate compares the total number of clicks to the total number of conversions. You can compare the number of unique clicks to the number of conversions to see the rate at which the number of contacts who click a link convert.
Unique Opens The unique opens metric is the sum of all the unique opens recorded for a message. A unique open is recorded the first time a contact opens a message. This is important because it helps you better understand the relationship between opens and clicks/conversions. The click rate compares that total opens metric with the total clicks metric. You can compare the number of unique opens to the number of click to see the rate at which the number of contacts who open a message click a link.