) in the Action column. The performance statistics grid displays below the message row. Show Me: Watch how to view and learn about email statistics.
When you analyze the statistics for an email message, you evaluate how effective the email is and you can also use the information to help determine areas of improvement for your future email messages. After you send a message, you can view its status log and performance statistics from the Messages page.
| 1. | From Email, click Messages. Messages appears. |
| 2. | Select a message and click Click here to view report () in the Action column. The performance statistics grid displays below the message row. |
Tip: If the button doesn't display, the email has not yet been sent and therefore there are no statistics to view.
Note: To ensure the latest statistics display in the grid after the job is completed, click Refresh report (
) next to the Completed job status.
| 3. | In the top row of the grid, view the following email activity percentages and average gift amount: |
Tip: Hover over each statistic title to view a description of how the value was calculated.
| • | Open rate: Displays the percentage of delivered emails opened by recipients. Messages are considered open when the recipient allows an image to display or clicks a link. |
| • | Click rate: Displays both the click-through rate (CTR) and the click-to-open rate (CTOR). The CTR is the percentage of unique recipients who clicked links in the email over the number of delivered messages. The CTOR is the percentage of unique recipients who clicked links in the email over the number of opened messages. |
To track click-throughs, the program associates email IDs with email messages. When you include a link in an email message, the program appends a destination link value that includes the email ID to the site URL that you specify in Sites & settings. When an email recipient clicks the link, the program redirects the user to the page through the site and then associates any resulting activity with the email ID.
If a user clicks multiple links in the email, both percentages only count one click per user.
| • | Transaction rate: Displays both the transaction rate and the transactions to click rate. The transaction rate is the percentage of unique recipients who completed transactions from the email over the number of delivered messages. The transactions to click rate is the percentage of unique recipients who completed transactions from the email over the number of opened messages. |
| • | Average gift: Displays the average gift amount that users gave in response to the email for donation, event registration, and membership transactions. |
| 4. | In the bottom row of the grid, view the following email activity statistics and the total amount raised: |
| • | Recipients: Displays how many people received the message. Click the amount to display the list of recipients, including email addresses, names, and actions. |
| • | Opens: Displays how emails were opened. Click the amount to display the list of recipients who opened the email. The message is considered open when the recipient allows an image to display or clicks a link. |
| • | Clicks: Displays how many recipients clicked links in the message. Click the amount to display a list of recipients and which links they clicked. |
| • | Transactions: Displays how many transactions (including donations, event registrations, and membership transactions) your organization received as a result of the message. Click the amount to display a list of recipients whose transactions were received. |
Note: For the statistics above, when displaying the list of recipients, you can search the list by entering an email address, first name or last name in the Search field. You can click each email address to view performance statistics specific to that individual, including how many emails he received, his open rate, click rate, and conversion rate, and the total gift amount of his email transactions.
Note: When an email recipient forwards your message to other recipients, their statistics are also captured in the grid for all percentages and counts. For example, Mark Adamson receives your latest Annual Fund email and forwards it to Jane Smith. Jane opens the email and clicks the Annual Fund link to submit a donation on your website. The grid updates to include Jane's data in all applicable statistics and her email address also appears in lists related to the counts in the bottom row.
| • | Total raised: Displays the total amount of money raised as a result of the message. This total includes donation, event registration, and membership transactions. |
| 5. | Next to the grid, you can view the following additional statistics: |
| a. | Click the link beside Lists to display the distribution list names and view the number of recipients for each list. You can then click on each list name to view details about the messages that were not sent. |
| b. | Beside Not Sent, Bounces and Opt-outs, click the amount to display more information associated with the statistic, such as email addresses, recipient names, and types. |
Not Sent: Displays the number of emails that were not sent due to missing addresses or invalid accounts.
Bounces: Displays the number of bounced emails. For more information, see Bounced Email Management.
Opt-outs: Displays the number of recipients who opted out of receiving email from your organization.
When someone informs you they did not receive a message, refer to these statistics first to determine why. Click the corresponding value for Not Sent, Bounces and Opt-outs, then review the email addresses and types to see if this clarifies why the email was not received. It may be possible that the email was overlooked in the recipient's inbox.
To search the data, enter your criteria in the Email address, Name, or Type fields, then click Search.
To save the displayed data as a *.csv file, click 
.
If the email is query-based, you can make sure the recipient appears in your query results. If you used an import list for the recipients, make sure the individual appears in the import file.
Note: If delivery fails because the recipient’s Internet Service Provider (ISP) reports that the email address is invalid, the email address is automatically added to Invalid accounts. Typical causes of an invalid account occur when the email address contains a typographical error or the email account is canceled due to inactivity. Accounts that bounce email for another reason, such as a temporary network issue, a full mailbox, or a content filter, do not appear in Invalid accounts. For information about Invalid accounts, see Invalid Accounts. For information about how the program handles accounts that bounce email but are still valid, see Bounced Email Management.
| 6. | Click Additional Information, then click the following tabs to view more statistics: |
| • | Click Map: Displays the links included in the email. Hover over a text or image link to view the corresponding email statistics. |
| • | Click Report: Displays a listing of total click-throughs by page, including the total number of views (the number of times the links were clicked) and the number of unique viewers (the number of recipients who clicked the links). |
| • | Conversions: Displays the number of online transactions, such as donations and event registrations, generated as a direct result of the email message. For each conversion type, the total amount of money raised, the payment method, and the number of transactions for each method are shown. |
| • | Properties: Displays the message content and properties. |
| 7. | You can export statistics to a *.csv file. To do this, under Additional Information, click Export. Next, select Summary or Details for the format. The summary version displays a brief summary of each statistic; the detailed version includes all recipients and actions. |
| 8. | To close the email statistics grid, click in the Action column for the email message. |
Warning: When you delete an email message, its performance statistics are also removed.
For additional information about the status of the email message, click Email Status Log in the Action column or to the right of the statistics grid next to Status. Depending on the status of the email job, the icon displays as one of the following:
- Completed
- In progress
- Failed
Click the icon to display the email status report which shows the status and time of your email job at different points in the process. Click Show details to view specific information about the email status. After you check the status, close the report.