Report Open Metrics

The Opens tab on a report provides metrics related to message opens.

This is a good place to look if you want to get a better understanding of when and where a message is opened. Knowing what geographical areas a message connects with, or what type of email client your contacts open the message on, can help you make more sophisticated message design decisions and better choices about how you segment your contacts for sending.

The Opens tab is divided into five areas, each with a distinct label. We've broken up this help topic into sections based on those areas to make information easier to find. Every metric from every area of this tab can be found in the table at the end of this help topic.

Summary

This section offers a quick glance at the metrics that are related to counts, that is, how many times did something happen. For opens, the overview includes a break down of how many messages were delivered vs how many were opened. Average opens is the average number of times emails you sent were opened.

Deliverability Tab Overview

Rates

This section provides the open rate, which is the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. The open rate lets you see what percentage of the contacts who received the email took the time to open it. All of your sending options can have an affect on your open rate.

Metrics By Hour

This section is a visual representation of what time of day contacts opened the message. It is representative of all-time data and does not take date filter settings into account. Knowing the time of day contacts frequently open a message can inform smart decisions when sending to these contacts in the future.

Performance By Email Client

This section provides a filterable graph that can be used to see what email clients your contacts used to open the message. You can view up to the top 10 most popular clients that were used. Click the filter Performance Over Time Filter icon and click on a client to either add or remove it from the graph.

The information in this graph is cumulative and does not change when you adjust the date filter for the report.

Opens By Geography

This section id="section-5" provides a visual representation of where contacts were when they opened the message. Areas with open metrics are green. You can mouse over a green area to see the number of opens. The darker the shade of green, the higher the open counts are.

You can:
  • Click on an area with metrics to zoom in or use the plus/minus icons to change the zoom level.
  • Click and drag to change the visible area of the map. As the focus of the map is narrowed, the area the metrics are associated with this become more specific. At first (when the entire world is visible) metrics are associated with a country. But if you zoom in, any metrics you have for a country will be associated with their appropriate state/region. For example, if you have 1000 opens for Canada, when you zoom in so Canadian provinces are visible, these 1000 opens will be spread across the appropriate province.
  • Hold the Cmd button and click to see open metrics for different countries at the same time in a Total Opens by Region list.
Opens By Geography Graph

All Opens Tab Metrics

All of the metrics from every section of this tab are listed below in alphabetical order.

Metric Description Why It's Useful
Average Opens The average opens metric represents the average number of times sent emails were opened. For example, if there are 20 total opens and 5 opens are recorded, then the average opens would be 4. 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.

To determine how effective the average opens number really is, compare the average opens metric to clicks. If your average opens number is really high and you aren't seeing many clicks, then you might want to reconsider message design.

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.

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 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.

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.