The term “Engagement” when used in relation to email references how your recipients are interacting with the emails sent to them. For example, if a recipient is regularly opening your emails and clicking links within them, that is said to be highly-engaged. Low engagement, high complaints, and high unsubscribes can all be indications that there are content issues or deliverability issues with your emails, so monitoring engagement over time is important.
Unsubscribing or "opting-out" is the act of a recipient notifying a message sender that they want to be removed from a list and not receiving any future correspondence.
The unsubscribe rate is calculated by the number of unsubscribes received from a specific sent job divided by the number of delivered messages. For example, if a bulk job is delivered to 1000 recipients, and there are 10 unsubscribes, the unsubscribe rate would be 1%.
Spam complaints are logged when a recipient complains directly or marks the message received as spam in their inbox. Spam complaints will result in the complaining recipient being suppressed from receiving future email from that sender.
Spam complaint rate is calculated by the number of complaints received from a specific sent job divided by the number of delivered messages.
Total Opens constitutes of every single logged open related to the sent job. This will include opens where a recipient logs multiple opens.
Total open rate is the rate of total opens divided by deliveries.
= total-opens/deliveries * 100
Unique Opens counts only one open per recipient for the specific sent job. This value excludes when a recipient logs multiple opens, and only counts the first one logged.
Unique open rate is the rate of unique opens divided by deliveries.
= unique-opens/deliveries * 100
Total Clicks constitutes every logged link click occurring from a specific sent job. This can include multiple clicks on the same link by the same recipient.
Total click rate is the rate of total clicks divided by total opens.
= total-clicks/total-opens * 100
Unique Clicks counts only one link click per link per recipient for the related sent job. This value excludes when a recipient logs multiple clicks on the same link, and only counts the first one logged for each link.
Unique click rate is the rate of unique clicks divided by total opens.
= unique-clicks/total-opens * 100