Note: The Activity Date Range filter at the top refers to the timeframe in which prospects interacted with your email (clicks, HTML opens, etc). If you're looking for reporting statistics for emails sent to your Test List, you can access test email list reports by navigating to Reports > Marketing Assets > Emails > Email Tests.
For more information on open and click through rates, please see What is a good click through rate or open rate?
- Navigate to Reports > Marketing Assets > Emails > List Emails.
- Click the name of a sent email to view a detailed report.
|Total sent||The total number of emails sent.|
|Total 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.|
|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). Note: this includes emails that were delivered to the recipient's spam folder.|
|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.|
|Unique HTML 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.|
|HTML open rate||The percentage of unique opens (with images, see above) compared to the total number of emails delivered (sent minus bounces).|
|Total clicks||The total number of clicks for all the links in an email. 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 visitors who click on links contained in emails delivered (sent minus bounces) to them. With Total CTR, multiple clicks for a same link are counted.|
|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 (Click-through-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.|
|Click To Open Ratio||The number of unique clicks divided by unique HTML opens.|
|Total Opt-outs||Total opt-outs are 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. 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.|
|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.|
|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.|
Open Rate Pie ChartThe Open Rate pie chart in your list email report gives you a visual breakdown of the percentage of opened, bounced, and unopened emails for that particular email. Opened: The percentage of unique opens out of the total number of emails sent. Bounced: The percentage of bounced emails out of the total number of emails sent. Unopened: The percentage of unopened emails out of the total number of emails sent.
Click ReportUnder the pie chart, you'll find the Click Report. View this table to see a breakdown of the links in the email and how prospects clicked each. Drill in to see the exact prospects who clicked each link. Note that the Unique Clicks and Total Clicks numbers in this table may be higher than the numbers in overall email report because this table does not filter out deleted prospects.
The Engagement and Activity Report (available with Advanced Email Analytics Package) shows data on how your recipients engage with your email. The data is collected in aggregate and available to you in percentages based off of total email opens for easy comparison purposes.
Metrics Shown on this report:
Glanced or Unread Percentage: Open fewer than 2 seconds
Skimmed Percentage: Open between 2 and 10 seconds
Read Percentage: Open for 10 seconds or longer
Forward Count: Used the forward button in the email client rather than using a "forward to a friend" link (forwarding to more than one recipient at a time only counts as 1 forward)
Print Count: Printed a hard copy of your email
For complete information on the Engagement and Activity Report, see Advanced Email Analytics: Reporting.
Note: Due to technical restrictions, we currently cannot track Prints or Forwards in Outlook 2007 and higher, Yahoo Mail, AOL Mail, Outlook.com, or Gmail mail clients.
Email Clients Tab
This report (available with Advanced Email Analytics Package) allows you to capture and track email client usage for emails opened across your mailing lists in Pardot. Any email client not on this list of 120+ email clients will be marked as "Other".