Email Delivery Statistics

The following table summarizes the statistics available for each delivery. Click Update the statistics for this delivery on the Deliveries tab to view the latest numbers.

Statistic Description
Recipient Opens 1 Number and percentage of people who received the message and actually opened it. The percentage is calculated using this equation: Recipient Opens / (Total Recipients - Hard Bounces - Soft Bounces)
Recipient Click-Throughs The number and percentage of people who received the message and clicked at least one link in the message (for example, clicked a link to a donation form) even if they did not complete the action.

Note: A person who clicks two or more links in the message is counted only once.

Recipient Actions 2

Number and percentage of people who received the message and actually completed an action on the message such as made a donation, took an Action Alert, or submitted a Survey.

Note: A person who completes more than one action is counted only once.

Forwarded Opens 3 Number of people who received a forwarded version of the message who opened it.
Forwarded Click-Throughs 4 The number of people receiving a forwarded version of the message who clicked at least one link in the message, even if they did not complete the action.

Note: A person who clicks two or more links in the message is counted as a single click-through.

Forwarded Actions Number of people who received a forwarded version of the message and actually completed at least one action on the message such as made a donation, took an Action Alert, or submitted a Survey.
Total Recipients Forwarding via Website Number of times the forward page (Tell-a-Friend) was used to forward the message.

Note: If a recipient forwards to three different email addresses at the same time, it counts as a single instance of forwarding. If the same recipient sends to another friend the following day, it counts as another instance of forwarding.

Total Recipients Total number of people who received the message.
Total Opens Total number of people who received the original message or a forwarded version of the message and opened it.
Total Click-Throughs Total number of people who received the original message or a forwarded version of the message who clicked at least one link in the message (for example, clicked a link to a donation form) even if they did not complete the action.
Hard Bounces Number of email messages returned as undeliverable because of an invalid email address.
Soft Bounces Number of email messages returned because of a temporary condition such as a full mailbox or the email server was temporarily unavailable.
Unsubscribes (Opt-Outs) Number of recipients who unsubscribed from email from the site by clicking a link in the email message.
Total Messages Forwarded via Website Total number of email addresses where this message was forwarded. This statistic counts all forwards (using Tell-a-Friend), even if to the same address.

Notes

1Because some email clients display messages without requiring an open action, the number of Recipient Opens is automatically increased by one in the following situations:

  • When a recipient clicks a link in the message without performing an actual open action

  • When the recipient requests the images in a message without actually performing an open action.

2The action, or target purpose, of an email can include:

  • Taking an Advocacy Action Alert

  • Making an online donation to an Online Giving/Donation campaign

  • Purchasing an eCommerce product

  • Registering as a constituent on your site

  • Registering for a TeamRaiser event

  • Registering for an Event that requires an RSVP

  • Purchasing a ticket for an Event

  • Completing a Survey

3 You may see additional forwarded opens if recipients:

  • Open their message a second time and their email client does not support cookies

  • Open their message in another email client

  • Forward their message to some other address and open it there

4You may see additional forwarded click-throughs if:

  • A recipient clicks the same link in another browser

  • A recipient’s browser does not store cookies

  • A recipient forwards the email and clicks it there