Measures for Email

A measure is a numerical measurement representing the calculations gathered from your Oracle Responsys account and applied to your reports.

Measures for Email

This section describes all available 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 bounces.
Bounced (Adjusted) Number of bounces from non-privacy protected mail clients. Learn more about bounces.
Bounced (Estimated) Number of bounces from privacy protected mail clients. Example: iOS 15 native mail clients. Learn more about bounces.
Bounce Rate (Bounced / Sent) * 100%
Bounce Rate (Adjusted) (Bounced (Adjusted) / Sent (Adjusted)) * 100%. Bounce Rate from non-privacy protected mail clients.
Click Per Responder (Total Clicks / Responders)
Clicks Count of total clicks; that is, clicks on all links, including multiple clicks on the same link(s). Unsubscribes do not register as 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 campaign'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. Learn more about conversion tracking here.
Delivered Number of successfully delivered messages (that is, Sent minus Bounced)
Delivered (Adjusted) Successfully delivered messages to non-privacy protected mail clients (that is, Sent (Adjusted) minus Bounced (Adjusted)). Learn more about the Delivered(Adjusted) measure.
Delivered (Estimated) Successfully delivered messages to privacy protected mail clients (that is, Sent (Estimated) minus Bounced (Estimated))
Delivered Rate (Delivered / Total Emails Sent) * 100%
Delivered Rate (Adjusted) (Delivered (Adjusted) / Sent (Adjusted)) * 100%. Delivery rate of messages to non-privacy protected mail clients.
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 including 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. Learn more about SpamAssassin for the Email Message Designer.
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. Learn more about SpamAssassin for the Email Message Designer.
Opens Number of email messages opened, including multiple opens, except Auto Opens. Learn more about tracking opens.
Open Rate (Opens / Delivered) * 100%
Open Rate (Adjusted) (Opens / Delivered (Adjusted)) * 100%. Adjusted open rate to indicate performance of non-privacy protected mail clients. Learn more about the Open Rate(Adjusted) measure.
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 with the Email Message Designer.
Responder-to-Open Rate (Responders / Unique Opens) * 100%
Revenue Total revenue associated with a particular campaign launch. Learn more about revenue tracking.
Revenue Per Email (Total Revenue / Total Delivered)
Revenue Per 1K Email (Total Revenue / Total Delivered) * 1000
Sent Number of sent messages.
Sent (Adjusted) Number of messages sent to non-privacy protected mail clients. Learn more about the Sent(Adjusted) measure.
Sent (Estimated) Number of messages sent to privacy protected mail clients. Example: iOS 15 native mail clients. Learn more about the Sent(Estimated) measure.
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 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. Learn more about SpamAssassin for the Email Message Designer.
Total Orders Number of total orders received
Undetermined - Hard Number of hard bounces not attributed to a bad address, possible block, etc.
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, etc.
Undetermined Soft - Rate (Soft Undetermined / Sent) * 100%
Unique Clicks

Number of unique clicks on a link in a message by a responder. How Responsys 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 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. Responsys counts the first time a recipient converts on a message (that is, a launch) as a unique conversion. Learn more about conversion tracking.
Unique Opens

Number of unique email opens by a recipient. How Responsys 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 will count that as one unique open for the message. Responsys 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 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 campaign's Click-Through Rate may be different from its Unsubscribe Rate. Learn more about setting up the default unsubscribe action for campaigns.
Unsubscribes Count of unsubscribes. Unsubscribes do not register as Clicks. Learn more about setting up the default unsubscribe action for campaigns.

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