Measures for Email

Measure	Definition
Average Clicks	(Total Clicks/Unique Clicks)
Average Order Value	(Revenue/Conversions)
Bounced	Number of unique bounced email addresses. Can be broken down by Bounce Reasons: Likely Bad Address - Hard; Likely Bad Address - Soft; Possible Block; MailBox Full or Related; Undetermined – Hard; Undetermined - Soft. Learn more about bounced emails.
Bounce Rate	(Bounced / Sent) * 100%
Click Per Responder	(Total Clicks / Responders)
Clicks	Count of total clicks; that is, clicks on all links in a message, including multiple clicks on the same link(s). Unsubscribes do not register as Clicks. Learn more about tracking clicks.
Click-Through Rate	(Total Clicks / Delivered) * 100% Unsubscribes do not register as Clicks and therefore do not contribute to the calculation of Click-Through Rate, which is why a message's Click-Through Rate may be different from its Unsubscribe Rate.
Click-To-Conversion Rate	(Unique Conversion count / Unique Click count) * 100%.
Click-To-Open Rate	(Total Clicks / Unique opens) * 100%
Conversion Rate	(Conversions / Delivered) * 100%.
Conversions	Number of conversion actions.
Delivered	Number of successfully delivered messages (that is, Sent minus Bounced)
Delivered Rate	(Delivered / Total Emails Sent) * 100%
Distribution	Number of email addresses on the distribution list at time of launch
Failed	Number of emails undeliverable to email server because of SMTP/server errors, invalid communications settings, and invalid domain names
Failure Rate	(Failed / Distribution) * 100%
Hard Bounces	Number of emails classified as hard bounces (that is, email addresses that are not deliverable and will never become deliverable). This includes messages that return codes stating "user does not exist" and "domain does not exist".
Hard Bounce Rate	(Hard Bounces / Sent) * 100%
HTML Spam Score	Score assigned by SpamAssassin to gauge filtering risk for HTML email version. Not applicable for Responsys Express.
Likely Bad Address - Hard	Number of hard bounces possibly attributed to a bad address
Likely Bad Address - Hard - Rate	(Hard Likely bad address / Sent) * 100%
Likely Bad Address - Soft	Number of soft bounces possibly attributed to a bad address
Likely Bad Address - Soft - Rate	(Soft likely bad address / Sent) * 100%
Mailbox Full or Related	Number of bounces possibly attributed to a full mailbox
MailBox Full or Related - Rate	(MailBox Full or Related / Sent) * 100%
Multipart Spam Score	Score assigned by SpamAssassin to gauge filtering risk for Multipart email version. Not applicable for Responsys Express.
Opens	Number of email messages opened, including multiple opens. Learn more about tracking opens.
Open Rate	(Opens / Delivered) * 100%
Possible Block	Count of bounces possibly attributed to a block
Possible Block Rate	(Possible Block / Sent) * 100%
Responder Rate	(Responders / Delivered) * 100%
Responders	Number of recipients (that is, unique individuals) who clicked on one or more links. Learn more about link tracking.
Responder-to-Open Rate	(Responders / Unique Opens) * 100%
Revenue	Total revenue associated with a particular campaign launch.
Revenue Per Email	(Total Revenue / Total Delivered).
Revenue Per 1K Email	(Total Revenue / Total Delivered) * 1000.
Sent	Number of sent messages.
Skipped	Number of undeliverable messages because of domain suppression, address suppression, invalid email address, missing data in $replacementField$, or personalization errors. Learn more about skipped addresses.
Skip Rate	(Skipped / Distribution) * 100%
Soft Bounce Rate	(Soft Bounces / Sent) * 100%
Soft Bounces	Number of emails classified as soft bounces (that is, emails that are not deliverable, but might become deliverable if retried in the future). Retries on soft bounces by mail transfer agents (MTAs) are not recorded as additional sends. However, the soft bounces metrics does include the additional soft bounces that may result from the retries.
Spam Complaints	Number of all spam complaints as reported to Responsys Express by the ISPs. Only spam complaints from specific ISPs are considered in this metric.
Spam Complaints Rate	(Total Spam Complaints / Delivered) * 100%
Text Spam Score	Score assigned by SpamAssassin to gauge filtering risk for Text email version. Not applicable for Responsys Express.
Total Orders	Number of total orders received
Undetermined - Hard	Number of hard bounces not attributed to a bad address, possible block, and the like.
Undetermined Hard - Rate	(Hard Undetermined / Sent) * 100%
Undetermined - Soft	Number of soft bounces not attributed to a bad address, possible block, or mailbox full error, and the like.
Undetermined Soft - Rate	(Soft Undetermined / Sent) * 100%
Unique Clicks	Number of unique clicks on a link in a message by a responder. How Responsys Express counts unique clicks differs slightly between standard and triggered launches: For a standard launch, a unique click is the first time that a responder clicks on a link in a message. For example, if a message has 3 links sent to a single recipient, and the recipient clicks on each link, the unique clicks for the message will be 3. The responder, however, will be 1. For a triggered launch, a unique click is the first time a recipient clicks on a link in the message for a launch during the last 90 days. This means that for a triggered launch running for a year, its unique clicks are calculated every 90 days. The unique clicks for the year will be the sum of the unique clicks for each 90 day period. This is because triggered launches only launch once but may run over a long period of time. For example, if a recipient clicks 3 unique links in a message from a triggered launch in April, and then clicks 3 unique links in a message from the same triggered launch in October, Responsys Express would count 6 unique clicks for that recipient for the triggered launch.
Unique Click-Through Rate	(Unique Clicks / Delivered) * 100%
Unique Click-to-Open Rate	(Unique Clicks / Unique Opens) * 100%
Unique Conversion Rate	(Unique Conversions / Delivered) * 100%.
Unique Conversions	Number of unique conversion actions.
Unique Opens	Number of unique email opens by a recipient. How Responsys Express counts unique email opens differs slightly between standard and triggered launches: For a standard launch, a unique email open is the first time that the message was opened by a recipient. For example, if a recipient opened a message from an iPhone and a laptop, Responsys Express will count that as one unique open for the message. Responsys Express stops counting unique opens for a standard launch after 90 days. For a triggered launch, a unique email open is the first time a recipient opens a message for a launch during the last 90 days. This means that for a triggered launch running for a year, its unique opens are calculated every 90 days. The unique opens for the year will be the sum of the unique opens for each 90 day period. This is because triggered launches only launch once but may run over a long period of time. For example, if a recipient opens a message from a triggered launch in April, and then opens a message from the same triggered launch in October, Responsys Express would count two unique opens for that recipient for the triggered launch.
Unique Open Rate	(Unique Opens / Delivered) * 100%
Unsubscribe Rate	(Unsubscribes / Delivered) * 100% Unsubscribes do not register as Clicks and therefore do not contribute to the calculation of Click-Through Rate, which is why a message's Click-Through Rate may be different from its Unsubscribe Rate. Learn more about setting up the default unsubscribe action for messages.
Unsubscribes	Count of unsubscribes. Unsubscribes do not register as Clicks. Learn more about setting up the default unsubscribe action for messages. Alternatively, if you include unsubscribe code in the message footer or body, those clicks are also counted as unsubscribes.

Measure

Definition

Average Clicks

Average Order Value

Bounced

Number of unique bounced email addresses. Can be broken down by Bounce Reasons: Likely Bad Address - Hard; Likely Bad Address - Soft; Possible Block; MailBox Full or Related; Undetermined – Hard; Undetermined - Soft. Learn more about bounced emails.

Bounce Rate

(Bounced / Sent) * 100%

Click Per Responder

(Total Clicks / Responders)

Clicks

Count of total clicks; that is, clicks on all links in a message, including multiple clicks on the same link(s). Unsubscribes do not register as Clicks. Learn more about tracking clicks.

Click-Through Rate

(Total Clicks / Delivered) * 100%
Unsubscribes do not register as Clicks and therefore do not contribute to the calculation of Click-Through Rate, which is why a message's Click-Through Rate may be different from its Unsubscribe Rate.

Click-To-Conversion Rate

(Unique Conversion count / Unique Click count) * 100%.

Click-To-Open Rate

(Total Clicks / Unique opens) * 100%

Conversion Rate

(Conversions / Delivered) * 100%.

Conversions

Number of conversion actions.

Delivered

Number of successfully delivered messages (that is, Sent minus Bounced)

Delivered Rate

(Delivered / Total Emails Sent) * 100%

Distribution

Number of email addresses on the distribution list at time of launch

Failed

Number of emails undeliverable to email server because of SMTP/server errors, invalid communications settings, and invalid domain names

Failure Rate

(Failed / Distribution) * 100%

Hard Bounces

Number of emails classified as hard bounces (that is, email addresses that are not deliverable and will never become deliverable). This includes messages that return codes stating "user does not exist" and "domain does not exist".

Hard Bounce Rate

(Hard Bounces / Sent) * 100%

HTML Spam Score

Score assigned by SpamAssassin to gauge filtering risk for HTML email version. Not applicable for Responsys Express.

Likely Bad Address - Hard

Number of hard bounces possibly attributed to a bad address

Likely Bad Address - Hard - Rate

(Hard Likely bad address / Sent) * 100%

Likely Bad Address - Soft

Number of soft bounces possibly attributed to a bad address

Likely Bad Address - Soft - Rate

(Soft likely bad address / Sent) * 100%

Mailbox Full or Related

Number of bounces possibly attributed to a full mailbox

MailBox Full or Related - Rate

(MailBox Full or Related / Sent) * 100%

Multipart Spam Score

Score assigned by SpamAssassin to gauge filtering risk for Multipart email version. Not applicable for Responsys Express.

Opens

Number of email messages opened, including multiple opens. Learn more about tracking opens.

Open Rate

(Opens / Delivered) * 100%

Possible Block

Count of bounces possibly attributed to a block

Possible Block Rate

(Possible Block / Sent) * 100%

Responder Rate

(Responders / Delivered) * 100%

Responders

Number of recipients (that is, unique individuals) who clicked on one or more links. Learn more about link tracking.

Responder-to-Open Rate

(Responders / Unique Opens) * 100%

Revenue

Total revenue associated with a particular campaign launch.

Revenue Per Email

(Total Revenue / Total Delivered).

Revenue Per 1K Email

(Total Revenue / Total Delivered) * 1000.

Sent

Number of sent messages.

Skipped

Number of undeliverable messages because of domain suppression, address suppression, invalid email address, missing data in $replacementField$, or personalization errors. Learn more about skipped addresses.

Skip Rate

(Skipped / Distribution) * 100%

Soft Bounce Rate

(Soft Bounces / Sent) * 100%

Soft Bounces

Number of emails classified as soft bounces (that is, emails that are not deliverable, but might become deliverable if retried in the future). Retries on soft bounces by mail transfer agents (MTAs) are not recorded as additional sends. However, the soft bounces metrics does include the additional soft bounces that may result from the retries.

Spam Complaints

Number of all spam complaints as reported to Responsys Express by the ISPs. Only spam complaints from specific ISPs are considered in this metric.

Spam Complaints Rate

(Total Spam Complaints / Delivered) * 100%

Text Spam Score

Score assigned by SpamAssassin to gauge filtering risk for Text email version. Not applicable for Responsys Express.

Total Orders

Number of total orders received

Undetermined - Hard

Number of hard bounces not attributed to a bad address, possible block, and the like.

Undetermined Hard - Rate

(Hard Undetermined / Sent) * 100%

Undetermined - Soft

Number of soft bounces not attributed to a bad address, possible block, or mailbox full error, and the like.

Undetermined Soft - Rate

(Soft Undetermined / Sent) * 100%

Unique Clicks

Number of unique clicks on a link in a message by a responder. How Responsys Express counts unique clicks differs slightly between standard and triggered launches:

For a standard launch, a unique click is the first time that a responder clicks on a link in a message. For example, if a message has 3 links sent to a single recipient, and the recipient clicks on each link, the unique clicks for the message will be 3. The responder, however, will be 1.
For a triggered launch, a unique click is the first time a recipient clicks on a link in the message for a launch during the last 90 days. This means that for a triggered launch running for a year, its unique clicks are calculated every 90 days. The unique clicks for the year will be the sum of the unique clicks for each 90 day period. This is because triggered launches only launch once but may run over a long period of time. For example, if a recipient clicks 3 unique links in a message from a triggered launch in April, and then clicks 3 unique links in a message from the same triggered launch in October, Responsys Express would count 6 unique clicks for that recipient for the triggered launch.

Unique Click-Through Rate

(Unique Clicks / Delivered) * 100%

Unique Click-to-Open Rate

(Unique Clicks / Unique Opens) * 100%

Unique Conversion Rate

(Unique Conversions / Delivered) * 100%.

Unique Conversions

Number of unique conversion actions.

Unique Opens

Number of unique email opens by a recipient. How Responsys Express counts unique email opens differs slightly between standard and triggered launches:

For a standard launch, a unique email open is the first time that the message was opened by a recipient. For example, if a recipient opened a message from an iPhone and a laptop, Responsys Express will count that as one unique open for the message. Responsys Express stops counting unique opens for a standard launch after 90 days.
For a triggered launch, a unique email open is the first time a recipient opens a message for a launch during the last 90 days. This means that for a triggered launch running for a year, its unique opens are calculated every 90 days. The unique opens for the year will be the sum of the unique opens for each 90 day period. This is because triggered launches only launch once but may run over a long period of time. For example, if a recipient opens a message from a triggered launch in April, and then opens a message from the same triggered launch in October, Responsys Express would count two unique opens for that recipient for the triggered launch.

Unique Open Rate

(Unique Opens / Delivered) * 100%

Unsubscribe Rate

(Unsubscribes / Delivered) * 100%
Unsubscribes do not register as Clicks and therefore do not contribute to the calculation of Click-Through Rate, which is why a message's Click-Through Rate may be different from its Unsubscribe Rate. Learn more about setting up the default unsubscribe action for messages.

Unsubscribes

Count of unsubscribes. Unsubscribes do not register as Clicks. Learn more about setting up the default unsubscribe action for messages. Alternatively, if you include unsubscribe code in the message footer or body, those clicks are also counted as unsubscribes.