Search Contacts Page Default Columns

The columns described in this section are the default columns shown on the Search Contacts page.

More columns can be added which contain additional metrics/information. For information on the additional columns that can be added, see Search Contacts Page Optional Columns. For more information on showing additional columns, see Hide or Show Columns In A Table.

Search Contacts Page

Default Columns

Column Name Description Why It's Useful
Email The email address stored for the contact. An email address is required in order to send emails. In some cases, you may not have an email address and may only have a mobile number or twitter handle.
Status (Email) The current status of the contact.
Tip: For more information on each type of contact status, see Contact Status.

This indicates whether or not you can send marketing emails to them, and the level of engagement you have with them.

Created The date the contact was created.
Modified The last time information or metrics pertaining to the contact were modified. This date lets you keep track of whether or not contacts are still engaged with you.
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.

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.

Message Format (Email) The email message format preferred by the contact (HTML or Text). It is important to know which type of email message your contacts prefer to receive, as this can affect the design of your email messages. For example, you wouldn't want to send an email message with a lot of images to a contact who prefers text only emails.
Warning: The length of time we will keep contact-level sent/opened/clicked/converted reporting data is subject to the data retention policy. For more information on the data retention policy, see Data Retention Policy.