email campaigns

It’ all about the subject line and the quality of the content

Email marketing

Is directly marketing a commercial message to a group of people using electronic mail.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and any email communication that is meant to build loyalty, trust or brand awareness

Below is a quick explanation about the terms you will come across when setting up and reporting on your email campaigns.

Total Opened

The total number of times your campaign was viewed by your recipients. This means that if you send a campaign to 2 recipients and one reads your email twice while the other reads it once, the total opened will be 3.

Unique Opened

The unique opened does not take repeat opens into account, meaning the figure represents the total number of recipients that actually opened your campaign.


Open rate

Open rate is a measure of how many people on an email list open (or view) a particular email campaign. The open rate is normally expressed as a percentage, and we calculate it as follows:

open rate = emails opened / emails sent – bounces

So a 20% open rate would mean that of every 10 emails delivered to the inbox, 2 were actually opened.


The Clicks data provides a number of important figures about the links in your campaign. As an example, “2,481 (14.28%) recipients clicked 7 links” tells us the following:

  • A total of 2,481 recipients clicked at least one link.
  • This resulted in a click-through rate of 14.28%.
  • All up, 7 different links in the campaign were clicked.


The unsubscribed data tells you the total number of recipients that clicked the unsubscribe link in the campaign and also provides you with the percentage of recipients that unsubscribed.