What your results count

Transcript

Stay chill. Your Results page adds up what your campaigns did. Here's what each number counts, and what it leaves out.

Here's how each number is counted. Sent is every email that went out. Delivered is what was sent, less what bounced. Engaged opens are opens by people, with the machines that open mail left out. And clicks count each person once, however often they click.

Each rate is worked out against the right number. Engaged opens: out of what was delivered. Clicks: out of the campaign's whole audience. Click to open: out of the people who opened. Bounces and unsubscribes: out of the whole audience too.

Pick thirty days, ninety, or twelve months, and each number is compared with the same stretch before it. When a campaign tests two or more subject lines, the one people opened most is shown. And every campaign is listed, with its full report.

Every number here is counted the same way as each campaign's own report, so the two always agree. Opens and clicks count people, not the machines that open mail; there's a film on how they're told apart. Only campaigns that have really sent are counted, never a sample. And totals come from the counts, never from averaging rates, so every email counts the same.

That's your results: real people, counted the same way everywhere you see them. Next up: see what your deliverability score measures. Don't freeze up!