Delivery Groups Page Metrics

When viewing the Delivery Groups page, you can view a table containing all the delivery groups in your account, along with metrics showing how the deliveries and posts in each delivery group are performing.

The metrics displayed in the table are explained below.

Note: For metrics shown for delivery groups on the All Delivery Groups page and on delivery groups reports, it may take up to 30 minutes for the most recent metrics to appear.
Metric Description Why It's Useful
Deliveries The total number of deliveries and posts that have been added to the delivery group. This includes temporary deliveries, skipped deliveries, and deliveries restricted by user permissions.
Note: Messages and automated message rules are often composed of many individual deliveries and posts. When you add a message or automated message rule to a delivery group, all past and future deliveries or posts will be added to the delivery group. Test email deliveries cannot be added to delivery groups.
The Deliveries number is important because it allows you to keep track of how many deliveries and posts have been added to a delivery group. If the number of deliveries or posts in a delivery group becomes to high, you can always create new delivery groups and group your deliveries and posts into smaller, more manageable chunks.
Sent
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.

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.

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.

Email 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.

Contact Loss Rate (email)
The contact loss rate represents the percentage of contacts that were marked as inactive and can no longer receive marketing messages from you as a result of the email you sent them.
Tip: For more information on the inactive status type, see Contact Status

The contact loss rate is important because it points out potential problems in the targeting of your deliveries, and/or the design and content of your message. If you notice a high number under the contact loss rate, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or you're sending the wrong message to the wrong group of contacts.

Unsubscribe Rate
The Unsubscribe Rate metric represents the percentage of contacts that were lost (i.e. made inactive) by unsubscribing. A contact can unsubscribe via an unsubscribe webform or a manage preferences webform.
Tip: For more information on the webforms a contact can use to unsubscribe, see Types of Webforms.

The Unsubscribe Rate metric is important because it shows the rate at which contacts are unsubscribing. If a contact unsubscribes themselves (via a manage preferences form or other method), this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to manually unsubscribe themselves to be counted in this metric. You can monitor this metric overtime to see if changes to your sending habits are lowering the Unsubscribe Rate.

Complaint Rate The Complaint Rate metric represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop, or via the application.
The Complaint Rate is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP or via the application. They can do this by clicking the Report Spam button (or similarly named button) after receiving an email from you.
Warning: A high number of complaints will negatively impact your sender and delivery rating. For information on the sender and delivery ratings, see Sender and Delivery Rating.
Tip: For more information on fixing a low sender or delivery rating, see Tips For Fixing A Low Email Sender/Delivery Rating.