Report Deliverability Metrics (Legacy)

The Deliverability tab displays all of the metrics related to the delivery of messages.

Important: This help topic does not apply to any New Reports. If you're using Bronto's latest report format, please refer to the help topics for new reports.
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Below is a list of all the metrics shown on a deliverability report, along with a description of what each metric represents.

Metric Description Why It's Useful
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.

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.

Delivery Rate

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

Undeliverable (email)

The email undeliverable metric represents the number of sent emails that were not delivered.

The email undeliverable metric is important because it tells you how many of your sent emails were not delivered.

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.

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Metric Description Why It's Useful
Hard Bounce (email)
Hard bounces are permanent delivery failures. For example, the mailbox and/or domain does not exist for an email address. The from hard bounce metric represents the number of sent emails that were not delivered due to hard bounces.
Tip: For more information on the bounce classification system, see Email Bounce.

The from hard bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of hard bounces, you need to review who you are sending to and the content you are sending.

Bad Email Address
The bad email address bounce type means that the email server in question has indicated that this is not a valid account. Whether the contact has left that host, had a typo in their registration, or simply made up the email address cannot be discerned from this message.
Tip: For more information on the bounce classification system, see Email Bounce.

The bad email address metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of bad email address bounces, you need to review your contact gathering mechanisms. Are you forcing people to provide an email address? Contacts may just be making something up to get through the form. Or, perhaps the demographic you are appealing to is more likely to not want to give out their real email address. If so, you may want to tempt them to give a real address by telling them that you will send a coupon, more information, or a link they need to click to verify their account. It all really depends on how bad you want their email address. If you aren't going to validate addresses in some way, then you probably shouldn't require people to give you their email address.

Destination System Unreachable
The destination system unreachable hard bounce type means that there was a connection issue with the email server.
Tip: For more information on the bounce classification system, see Email Bounce.

A destination system unreachable hard bounce is different than a bad email address hard bounce (which results in immediate removal of the contact in question). This bounce type means that we will not retry sending this specific email to this specific contact at this time because it is not likely to succeed. Later deliveries to the contact may succeed.

Rejected Due To Message Content
The rejected due to message content hard bounce type means that the email server has identified the email as spam.
Tip: For more information on the bounce classification system, see Email Bounce.

We will not attempt to resend an email that results in a rejected due to message content hard bounce. If you see a number of these, then you should probably look at the message you are sending and take the time to run your message through a spam test. If you are still having problems or have questions about what may be causing this, please contact support.

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Metric Description Why It's Useful
Soft Bounce (email)
Soft bounces are temporary delivery failures. A soft bounce may occur if a contact's inbox is full, or the receiving email server is down.
Tip: For more information on the bounce classification system, see Email Bounce.

The soft bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of soft bounces, you should review who you are sending to and the content you are sending.

Temporary Contact Issue
Temporary contact issue means that there was a temporary issue at the receiving mail server with respect to the contact in question. An example of this is a mailbox full message.
Tip: For more information on the bounce classification system, see Email Bounce.

There isn't too much you can do about a temporary contact issue bounce. It may, however, be an early indicator that a user has abandoned this email address. If you want to be pro-active and try to stem these type of bounces from occurring, include the manage preferences link (using %%!manage_url%%) within your emails, in addition to the unsubscribe link. This allows users to easily update their email address.

Destination System Temporarily Unreachable
Destination system temporarily unreachable soft bounce type means that there was a temporary issue at the receiving mail server, such as a server busy message.
Tip: For more information on the bounce classification system, see Email Bounce.

A destination system temporarily unreachable bounce may be resolved via retries. If it is not, there is little you can do about this.

Deferred Due To Message Content
Deferred due to message content is quite similar to the rejected message content bounce. Emails aren't often identified this way, as ISPs don't want you to resend something they identify as spam.
Tip: For more information on the bounce classification system, see Email Bounce.

If you are seeing a majority of your emails being classified as deferred due to message content bounces, you should check your message and see if you can reduce its likelihood of being identified as spam.

Unclassified

The unclassified metric represents the number of bounces that could not be classified using our bounce classification system. We try our best to classify bounces and keep from showing them as unclassified so that you can better understand why bounces are occurring.

We developed our bounce classification system in such a way that the most common types of bounces would always be classified. If you are noticing a high number of unclassified bounces, then something outside of normal circumstances is likely occurring. In this case, you should contact support for assistance in diagnosing the problem.

Contact Loss Metrics
Metric Description Why It's Useful
Contact Loss (email)

The contact loss metric represents the total number of contacts that were marked as inactive and can no longer receive marketing emails from you as a result of this email. For more information on the inactive status type, see Contact Status

The contact loss metric 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 contact loss, 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 sending the wrong emails to the wrong group of contacts.

Email Unsubscribes (From Unsubscribes)
The unsubscribes metric represents the percentage of contacts that were lost (i.e. made inactive) by unsubscribing. Specifically these contacts reached an unsubscribed status after one of the following:
  • Complaining through an ISP feedback loop or through the application complaint system
  • Exceeding the bounce limit that you set

The unsubscribes metric is important because it better clarifies why you are losing contacts. 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.

From Complaints- ISP FeedBack
The From Complaint - ISP Feedback metric represents the number of contacts that were lost (made inactive) by complaining via an ISP feedback loop.
Warning: A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, 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.

The From Complaint - ISP Feedback metric is important because it 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. They can do this by clicking the Report Spam button (or similarly named button) after receiving an email from you.

From Complaint - Bronto Feedback
The From Complaint - Bronto Feedback metric represents the number of contacts that were lost (made inactive) by complaining via the application. A contact can complain using a Complaint webform.
Warning: A high number of complaints will negatively impact your sender and delivery rating. For information on sender and delivery rating, 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.
Tip: For more information on Complaint webforms, see Types of Webforms.

The From Complaint - Bronto Feedback metric is important because it clarifies why you are losing contacts. If a contact is unsubscribed because they complained via the application, 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 the Complaint webform. They can do this by clicking the link to a Complaint webform in an email they receive from you.

Inactive Due To Bounces (email)
The inactive due to bounces metric represents the total number of contacts that were made inactive because they exceeded the bounce limit you have set in your account. The bounce limit represents the number of times emails sent to a particular contact can consecutively bounce before the contact is made inactive. Once a contact is made inactive, you can no longer send to them until they once again opt-in to receiving marketing emails from you.
Tip: For more information on bounces, see Email Bounce in help.
Tip: For more information on setting the bounce limit in your account, see Set A Bounce Limit For Your Account.

The inactive due to bounces metric is important because it better clarifies why you are losing contacts. If you notice a high number under inactive due to bounces, 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 sending the wrong emails to the wrong group of contacts.