Newsletter/Email Glossary

Understanding the meaning behind the metrics is important for reviewing your newsletter/email analytics. Below we've outlined the key definitions to understannd before diving into your anylitics.  

Sent: The number of contacts selected as recipients for the newsletter/email.

Delivered: The total number of email addresses whose server reported that the newsletter/email was delivered. The email was delivered to the 'Recipient Server'. The recipient server, in turn, delivered the email to the particular mailbox. 

Total Opens: Defined as the total number of times your newsletter was opened. (Note: One contact can open one email multiple times)

Unique Opens: Defined as the number of distinct recipients that have opened your Newsletter. Each recipient is only counted once.

Total Views: The total number of specific content pieces clicked on from within your newsletter/email.

Unique Views: Defined as the total number of times someone clicks on an article from either Social Media, Newsletter, or Website.

Bounces: The address is invalid and should not be sent again. The email might belong to an unknown user or the content of your email might have triggered their spam filter or company firewall. When a contact’s email returns a bounce, they will be marked as ineligible the next time you include them in a send.

Unsubscribed: The number of contacts who unsubscribed (opted out) from a particular email. They will be marked as ineligible for your subsequent campaigns.

Differed: A deferred event, or deferral, is simply an event that has received back from the receiving server that tells us that the receiving server has temporarily limited access to their system - you can think of this as a busy signal.

It does not mean that your message will not be delivered. Rather, it is a signal that your message will not be delivered immediately. This can happen for a variety of reasons. Some of the most common reasons a message might be deferred at an inbox provider are that the inbox provider is seeing too many spam complaints about your email that has already been delivered or that the receiving server is having technical issues at that time. 

When AdvisorStream sees your mail being deferred at a particular inbox provider, we will continue to try to deliver that message for you for up to 72 hours. If a message to a recipient is deferred for more than 72 hours, that deferral will turn into a block. Otherwise, it will result in a delivery event once the message has been accepted by the receiving server.

Dropped: Emails that are dropped intentionally by our email delivery system. Possible reasons may include:

• Your message has a very high possibility of getting flagged as spam. In this case, all the emails sent from the campaign gets dropped.
• The recipient’s email address is invalid.
• In the past, our delivery system failed to deliver emails to the recipient’s email address or domain.
• It has now flagged the recipient’s email address or a domain as undelivered.
• In the past, the recipient marked any of your emails as spam. Use the message was determined to have a high count of things that most ISPs consider as SPAM. Example: Uppercase letters in the subject line. 

Marked as Spam / Spam Report: The number of contacts that actively marked your email as spam or dragged it from their inbox into their junk folder. Contacts that mark your email as spam are automatically unsubscribed from all of your emails. Please be aware that Marked as Spam is not the same as an email going into a spam or bulk email folder.