Message Metrics After Send Report

The Message Metrics After Send report allows you to view the metrics recorded in the hours and days after a delivery is sent. The information in this report can be used to drive decisions like optimal sending time, remarketing strategies, and even content decisions (do I need to use language that encourages contacts to act quickly). You can filter this report by message, delivery, or automated message rule.

To view this report, go to Reports > Legacy Reports and click Message Metrics After Send.

Warning: The reports available on the Legacy Reports dashboard currently exclude transactional and single contact deliveries.

Metrics Shown:

Metric Description Why It's Useful
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.

Clicks

The clicks metric is a per contact metric that represents the unique clicks recorded. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. If 2 contacts each click a link 10 times, then 2 clicks will be recorded. If a single contact clicks 5 different links, than 1 unique click is recorded and 1 would appear under the clicks metric. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in your emails. With clicks, you can tell how many contacts were interested enough to open and then click the links contained in the email you sent them.