Each distribution that is sent from Agility will be followed up with an "Email Distribution Report". These reports are found under Manage Email Distributions.
You will see a list of all your sent distributions. Click on the name of the distribution that you would like to see the report for.
You will land on the "Report Overview" upon clicking into the report. This will provide you the name of the report and when it was sent out across the top.
The overview shows two graphs. The line graph provides insight into the relationship between when a contact opens the email and any links clicked within the content over time. Hovering over the point tells you exactly how many was opened or clicked during that time.
The pie graph provides insight into the total overview of emails sent. You can hover over the different sections of the pie chat to see exact percentages.
The overview will also provide insight into the links clicked within your press release. It will show how many times each link was clicked. If you have links in your press release, you will see this section:
You can gain additional insight by using the tabs along the left side of the report. Each tab is clickable and you will gain more information by clicking into a section. Each tab will provide you with specific contacts.
Total Sent - The number of recipients on the list
Delivered - The number of recipients the email was actually sent to
Unique opens - The use of the term "unique" is referring to the recipients viewing settings within their email. If the recipient has their email setup in a way where they will have access to a viewing preview. Agility will NOT identify this as an open, the recipient would have to go one step further and click on the email to open it. This action would then be accounted for in the "unique opens" reporting.
NOTE: When your email is sent, a piece of code automatically gets included that requests an invisible image from our web server. When a recipient opens the email, the image gets downloaded, and that download gets recorded as an “open” for that specific address.
Open Rates: An open rate will tell you the percentage of emails that were opened from your distribution. It's calculated using this formula :
Open Rate = (# of emails opened / (# of emails sent - # of bounced emails))
For example: 400 emails sent, 110 opened, and 90 bounced. The open rate would be 35%.
There isn't really an exact typical open rate. This is because open rates depend on many factors including the size of your list, when the email was sent, among other variables. However, it's generally known that an average open rate between 20-40% is to be expected. There are few distributions that get above a 50% rate and almost none will get an open rate in the 70-80% range.
When thinking about open rates, it is important to consider your industry and the topic you're emailing about. Organizations that have close relationships with their audience will likely see a higher-than-average open rate. You will also likely see a higher open rate if you are emailing about a niche topic to a very targeted list, rather than a broad topic sent to a very large list.
Here are a few suggestions to help improve your open rate:
- Have relevant details about email in the subject line
- Place the most important content in the top of email body, so those who preview it will be more likely to open the actual email
- Send your email at a time that isn't typically busy for the recipients
Links clicked - Shows the number of times a link in your email campaign was clicked by the recipients along with exactly which link it was that was clicked.
Unopened - Shows the number of emails that were not tracked as "Unique open" (see definition of "Unique open"
Unsubscribed – Shows the number of recipients who unsubscribed upon receiving this email campaign. An unsubscribe link is embedded in the footer of all email distribution.
Marked as SPAM – Shows the number of recipients who have assigned the email as junk/spam. Please note the recipient would have had to do this themselves the email automatically landing in Junk/spam is not classed as "Marked as Spam"
Undeliverable - If an email is marked as ‘undeliverable,’ it means it did not make it to the inbox of the recipient, due to one of a variety of reasons. Invalid email addresses, mail server blocks, marking a message as spam or unsubscribing, a full inbox - any of these events can cause an email to be undeliverable (see detailed information about bounces below).
What is a bounce?
A bounce occurs when your email went to a specific address, but the mail server for that address sent it back saying it was ‘undeliverable.’ There are many reasons for this:
- A soft bounce happens when the recipient’s address is correct, but the email was still returned by the server before it reached the recipient. A full inbox, a server that’s down, a message that’s too large, or even an auto-reply can all cause a soft bounce.
- A hard bounce happens when your email is considered permanently undeliverable because there was either a problem with the recipient’s address – such as a typo or a change of domain name – or the recipient unsubscribed or marked your message as spam at one point. The system will attempt to resend a deferred email for up to 72 hours from the first attempt. If the deferred email is still undeliverable at this time, the email address is marked as undelivered and placed on the bounce list.
NOTE: Hard bounce emails are automatically forwarded to our Media research team for them to be updated.
PLEASE NOTE: Some of these sections will require you to scroll. Links Clicked will show you in one of the last columns what specific link was clicked. Undeliverable will tell you why the email didn't deliver to that specific contact. These tabs all serve their own purpose in providing valuable insights into how the distribution was received.