Pardot Knowledge Base

List Email Statistics Table Overview

Last Updated: Oct 05, 2016 | Print this Article

The List Email Statistics table lets you customize and filter reporting for all of your sent list emails. Note: If you want report on an individual email, simply click the email's name to see its List Email Report. To access the List Email Statistics table, navigate to Reports > Marketing Assets > Emails.

Customizing the Table

You can filter, sort, and rearrange the table to suit your needs. You can do any of the following to customize your table:

  • Add and remove columns
  • Filter by column-specific criteria
  • Sort columns by ascending or descending order
  • Rearrange and resize columns

Adding and Removing Columns

You can easily add and remove columns by doing the following:
  1. Click the Filter icon on any column.
  2. Hover over Columns.
  3. Mark columns to display them. Unmark any columns to hide them.

This video walks through adding and removing columns


Available Columns
Column Name Description
Sent The total number of emails sent.
Bounces Total number of email bounces. Includes hard and soft bounces.
Click to Open Rate The number of unique clicks divided by unique HTML opens.
Delivery Rate The percentage of the emails that were delivered compared to the number that bounced (soft and hard).
Delivered The total number of emails minus hard and soft bounces delivered.
Total 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.
Unique Opens The number of prospects who loaded the images in the HTML version of the email. The Unique opens category counts each recipient only one time, even if the prospect loaded images more than once. Note: this is the same as Unique HTML Opens.
Open Rate The percentage of unique opens (with images, see Unique Opens above) compared to the total number of emails delivered (sent minus bounces). Note: this is the same as HTML Open Rate.
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 CTR (Clickthrough Rate) The percentage of visitors who clicked on a link (no more than once) contained in an email that was delivered (sent minus bounces) to them.
Total CTR (Clickthrough Rate) The percentage of visitors who click on links contained in emails delivered (sent minus bounces) to them. Multiple clicks on a link are counted.
Sent On Displays the date and time the list email was sent.
Spam Complaints Displays the number of spam complaints this list email received, and links to a list of prospects who reported the email as spam.
Spam Complaint Rate The percentage of spam complaints compared to the total number emails sent.
Hard Bounces 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.
Soft Bounces 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.
Queued The number of emails that are waiting to be sent. These emails have been submitted but have not reached the inbox of the prospect.
Opt Outs The total number of prospects that no longer wish to receive emails from your company and have clicked either the unsubscribe link in the email or clicked the email preference page link *and* clicked the "opt out from all email communications" link on that page. The number links to a list of all prospects who opted out from the list email.
Opt Out Rate The percentage of users that have asked to be opted out of future emails compared to the total number of emails sent.
Report If the list email has an associated A/B test, the A/B report will be linked here.
Campaign Links to the Pardot Campaign the email is associated with.
Tags If the email has any tags, this column will display the tag name and link to the tag's information page.

Filtering Columns

The kind of filtering available is column-specific. You can apply filters to multiple columns simultaneously. This table describes criteria for each column:
Column Name Available Filter Criteria
Name Text
Sent, Bounces, Opens, Unique Clicks, Spam Complaints, Delivered, Hard Bounces, Soft Bounces, Queued, Opt Outs Number
Delivery Rate, Unique CTR, Total CTR, Click to Open Rate, Opt Out Rate, Spam Complaint Rate Number. For example, if you want to display only list emails with a 2% or higher CTR, set this filter to Is greater than or equal to | 2.
Sent On Date
Campaign Campaign Name. Choose from dropdown list of all Pardot campaign names.
Tags Tag name. You can use this filter to display or hide list emails by tag. Click in the text box for a dropdown list, or begin typing a tag name to search. You can filter by multiple tags using a comma (,). For example, if you wanted to filter by 2016 and Spring and Event, enter 2016, Spring, Event. The drop down will only populate for the first tag, so take care to spell all subsequent tags correctly. 
To filter columns, follow these steps:
  1. Click the Filter icon on the column you want to filter.
  2. Hover over Filter.
  3. Select your filter criteria. The available criteria varies by field.
  4. Once you've finished selecting your filter criteria, click Filter.

This video walks through adding filters. Remember that you can apply filters to multiple columns simultaneously.


Sorting Columns in Ascending or Descending Order

You can sort a column's values by ascending or descending order. Click on the column's title once to sort in ascending order. A triangle icon will appear -- click it again to sort in descending order.

Rearranging and Resizing Columns

To rearrange the columns, click a column title and drag it to the target location. To resize a column, over over the column border, then click and drag to resize.

Resetting the Table

If you need remove your table customizations, navigate to Tools > Reset table to default.

Exporting Table Data to CSV

You have two options for exporting table data to CSV:
  • Export custom table to CSV: Exports the data in a customized table.
  • Export all items to CSV: Exports the default table, plus the following data: Subject, Sent From, Sent To, Suppressed From, Delivered, and A/B Version.
To export table data, do the following:
  1. From the List Email Statistics table, click Tools.
  2. Select either Export custom table to CSV or Export all items to CSV.

Your download will begin automatically.

Note: Values displayed as percentages on the List Email Statistics table will be in decimal format when exported to CSV. You can use your spreadsheet program's formatting options to display those values as percentages.

Need more? Start a conversation with other Pardot users in the Trailblazer Community