Pardot Knowledge Base

Email Template Reporting

Last Updated: Aug 23, 2016 | Print this Article
 

This report gives statistical information about emails sent using a specific Pardot email template. The data includes number of emails sent, unique clicks, unique click rate, total clicks, and total click rate.

click through report

Notes

  • The Activity Date Range filter at the top refers to the timeframe in which prospects interacted with your email (clicks, HTML opens, etc).
  • Although you can view links from Dynamic Content in List Email Reports, they aren't included in the Email Template Click Report.

For more information on open and clickthrough rates, please see the following article - What is a good clickthrough rate or open rate?

Instructions

  1. Navigate to Reports > Emails > Email Template Reports. 
  2. Select the name of an email template to view a detailed report.
  3. You can sort and filter the report by Date to view your report statistics within a specific date range.
email template by date filter

Metrics Captured

Metric Definition
Total sent The total number of emails sent using that template.
Total queued The number of emails using the template that are waiting to be sent. These emails have been submitted but have not reached the inbox of the prospect.
Soft bounce An email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. A soft bounce message may be deliverable at another time or may be forwarded manually by the network administrator in charge of redirecting mail on the recipient’s domain. After five soft bounces, the prospect is opted out of emails. Review Bounce Management for more details.
Hard bounce An email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown. Review Bounce Management for more details.
Total delivered The total number of emails minus hard and soft bounces delivered. The delivery rate is the percentage of the emails that were delivered compared to the number that bounced (soft and hard).
HTML opens The total number of times prospects loaded the images in the HTML version of the email.  We will also record an "open" (and run completion actions) if the prospect clicks on a link within the HTML or text email without downloading images since it's clear they viewed the message. Many email programs (Outlook, Apple Mail, Thunderbird) do not display images unless the viewer elects to see these images. The recipient can view the email without the images loaded and not be counted in this number. In order to be counted in HTML opens, the viewer must load the images or click on a link within the email. Each open is counted separately, so if a prospect loads the images more than once, that will count as two opens. Review How are HTML opens measured? for more details.
HTML open rate The percentage of emails opened (with images, see above) compared to the total number of emails delivered (sent minus bounces). Includes all emails delivered (sent minus bounces) using the template.
Total clicks The total number of clicks for all the links in an email, includes all sent emails that used the template. Each link click is counted separately. For example, if a prospect clicks on two separate links in the same message, it will count as two clicks. If a prospect clicks on the same link on two separate occasions, that will also count as two clicks. Clicks on the unsubscribe link are not counted toward Total clicks; neither are clicks on the email preference center variable tag.
Total CTR (Click-through-rate) The percentage of prospects who click on links contained in emails delivered (sent minus bounces) to them. With Total CTR, multiple clicks for a same link are counted. Statistics include all delivered (sent minus bounces) emails that used the template.
Unique clicks The number of prospects that clicked on a link in the email. The Unique clicks category counts each recipient only once, so even if a prospect clicks on two separate links in the same message, or clicks the same link on two separate occasions, it will only be counted as one Unique click. Clicks on the unsubscribe link are not counted toward Unique clicks; neither are clicks on the email preference center variable tag. *Unique clicks counted on a per-email basis -- prospects who click on multiple emails using the same email template will be counted once for each email.
Unique CTR (Click-through-rate) The percentage of prospects who clicked on a link (no more than once) contained in an email that was delivered (sent minus bounces) to them.
Total Opt-outs Total opt-outs are the total number of prospects that no longer wish to receive emails from your company. They are automatically removed from future mailings. They are however kept on the list they are associated with. A user can be resubscribed if they visit the unsubscribe page or manually in PI. Clicks on the unsubscribe link are not counted toward Total or Unique clicks; neither are clicks on the email preference center variable tag. Statistics include all sent emails that used the template.
Opt-out rate The percentage of users that have asked to be opted out of future mailings compared to the total number of emails sent.
Total Spam complaints Total spam complaints are the total number users that have reported the email as spam. AOL and Comcast automatically opt them out of future mailings, while Gmail and Yahoo do not. If a prospect reports spam in these clients, they are not opted out and do not display in this report. They will however send any future mailing to their spam folder. Statistics include all sent emails that used the template.
Spam complaint rate The percentage of spam complaints compared to the total number emails sent. Clicks per URL are displayed at the bottom of the report. Click the hyperlinked number to view a list of prospects who clicked each specific URL. Statistics include all sent emails that used the template.
View Click Report Click the "View Click Report" link at the top of the page to see a breakdown of the links in the email template and which prospects clicked them across the various list emails that used the template.

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