| User's Guide |
| Learning About Your Readers - Reporting |
| Overview:
Detailed analytics provide actionable information for refining your
e-newsletter and other online marketing programs. The extensive reporting
features include charts and graphs, detailed mailing statistics, trending,
content popularity, and much more. Drill-in to statistics to establish more detailed
subscriber profiles. NOTE: This guide covers all the features available through the Reporting system. The specific reports and features available to you will depend upon the service plan assigned to your account. |
Chapter Contents
Drill-Downs from the Snapshot Report
Drill downs from the Trending Report
Drill downs from Content Popularity Report
Drill downs from Time Spent Report
Reporting Across Multiple Accounts
Topic Assignment for External Links
Visits to Microsite, Total and Unique
Referrals and Referral Actions
Identified Visitors and Unidentified Visitors
Introduction
The reporting system is a robust analytics system that provides actionable information in the following areas:
§ Mailing Performance
§ Content Analysis
§ Subscriber Analysis
Charts and Graphs
Our reporting environment is a unique and powerful platform that lets you visualize your performance and gain a more comprehensive understanding about the data that is being collected.
Available charts include:
- Bar charts that illustrate the relative differences between various performance metrics (like opens, clicks, etc.)
- Pie charts that indicate how information can be segmented and compared as parts of a whole
- Line graphs that show how data is changing from one point to another.
Report Categories and Tabs
Reporting begins with the Overview Report. This report is almost exclusively graphical in nature. From this report you can drill down into any of the more specific and detailed reports.
Major report categories are accessible from the top of the reporting window via the Category Selector drop down list and the tabbed interface. To access each of the reporting tabs in each reporting category, use the Category Selector. For instance, to see the Content Reports, select Content Reports from the selector. This will show the Popular Content and Time Spent tabs.
The major report categories and the tabs they contain (in addition to the Overview) are as follows:
- Mailing Reports
- Snapshot
- Performance Trends
- Performance Histogram
- Content Reports
- Content Popularity
- Surveys
- Time Spent
- Subscriber Reports
- Subscriber Detail
- Subscriber Q&A
- Other Reports
- Mailing History
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The Overview Report
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The overview report is primarily top-level information regarding the most recently published and approved issue of the newsletter. The following key metrics are depicted on this page:
§ Response § Delivery Statistics § Performance by Day § Top 10 Most Popular § Performance Trend: Last 10 Issues
To obtain more detailed reports related to a particular chart in the Overview Report, click on the chart.
NOTE: In the Performance by Day chart, the first day is the day the first statistic was recorded for the current issue. |
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Mailing Reports
The Snapshot Report
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The snapshot includes the entire set of top-level metrics related to the selected Issue or Mailing. It indicates data points in terms of actual values and percentages of emails sent and emails delivered.
The snapshot includes these sections:
§ Delivery Statistics § Response § Total Activity § Executive Summary § Issue(s) Selected
By default, the snapshot will include statistics from only a single issue/mailing. However, it is possible to extend the snapshot across a wide range of issues/mailings. This is done by choosing additional items from the Issue/Mailing selector.
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Industry Performance Comparison
In addition to measuring your own statistics, the system measures the statistics being generated by all customers in our network. This information is anonymously accumulated and segmented according to specific vertical categories. It is then possible to display these averages as performance metrics that can be compared line by line for each key metric. These averages can be found in the Industry and All columns on the Snapshot report.
Expanded Snapshot Reporting
When 2 or more issues/mailings are selected, the performance data will be computed as an average across the selected issues/mailings by default. This view of the data can be changed by selecting a different computation method through the select box at the upper right of the report. The view options are:
- Averages add all of the statistics together and divide by the total number of issues/mailings selected.
- Cumulative Totals add all of the statistics together and show performance percentages in terms of these totals.
- Maximum Values find the highest value statistic for each metric.
- Minimum Values find the lowest value statistic for each metric.
NOTE: The maximum and minimum statistics are shown as both absolute values and relative percentages. The issue/mailing that has the greatest absolute value may not also have the greatest relative percentage. For instance, Issue 1 might have been opened by 10,000 people and have a 5% open rate while Issue 2 was opened by 400 people and has a 60% open rate. In this case, the maximum number of opens is 10,000 and the maximum open rate is 60%.
Performance Trend Report
The performance trend reports let you plot key metrics across multiple issues/mailings. The Issue/Mailing Selector makes choosing the issue/mailings easy. Just check off the issue/mailings and click the Generate Report button.
This report lets you compare performance over time and look for trends that are more easily seen through data points connected by lines. The Data Point selector lets you choose which metrics should be plotted. Different combinations of Data Points can reveal different things about your data.
Performance Histogram Report
The histogram shows how key metrics are collected over time. This lets you see when statistics are arriving and in what quantity. There are two ways to use the Performance Histogram. The first method is to compare several key performance metrics for a single issue/mailing. The second method is to compare a single key metric across two or more issues/mailings. Using a performance histogram you can determine the best day to send your mailing and learn more about reader behavior.
The performance histogram is charted by day. The first day is the day the first statistic was recorded for the selected issue. If you publish and/or send test mailings prior to sending to your whole mailing list, the chart will begin on the first day someone accesses the newsletter microsite online or by opening it as an email.
By default the histogram report will show data from the first day to the 20th day. To change the starting and ending days, change the Date Range settings to the left of the chart in the report. For instance, if you sent your newsletter to your mailing list on the third day after the first test mailing, you can change the FROM setting of the Date Range to 3 and the TO setting to 23 and then click the Refresh button.
Content Reports
Content Popularity Report
Content Popularity reports let you understand how the content in your Informative Marketing campaigns is being used and valued by your readers. You can start by looking at which articles and hyperlinks within the publication are used the most often. Then you can look back to find the articles and hyperlinks that were the most popular over all time.
It is even more interesting to look at the Topics in which articles have been categorized. By knowing which Topics are popular in a particular mailing or over all time, you can better predict the types of articles which will be popular in the future. The Popular Topics report can be your guide to what articles and topics should appear in the next issue of your newsletter.
The Content Popularity report is accessible through the report Category Selector at the top left of the reporting window.
Survey Reports
The Content Reports category includes a Surveys tab that displays the Active Survey List report. This report lists all of the active surveys for the selected issues/mailings and indicates the number of unique subscribers that have responded to each. Survey reporting is also accessible from the Snapshot report when a single issue/mailing is selected.
There are two types of survey reports accessible from the Snapshot and Active Survey List reports: the Subscribers who Answered report and the Results Summary report.
The Subscribers who Answered Report
The Subscribers who Answered report (accessible through the subscriber detail icon) shows the list of subscribers who responded to the survey and the answers they selected for each question. Filter criteria can be specified at the top right of the report allowing the responses to be separated by questions and answer. In addition, saved search criteria can be applied to restrict the responses to those subscribers that meet the criteria. Use the Subscriber Management tool at the bottom to move or update the selected subscriber records.
The Survey Results Summary Report
The Results Summary report shows what percentage of the respondents chose each possible answer. This report can include data for all responses or it can limit the responses to only those subscribers that have been identified. Click the "Answers for Identified Subscribers" link to limit the report. To access the Results Summary report, click the Results Summary link at the top right of the Subscribers Who Answered report, or click the [RESULTS SUMMARY] link to the right of the survey in the Active Survey List report.
Time Spent Report
Time Spent is a statistic that
measures the amount of time an identified subscriber has taken between their
first action and last action within a specific time period (30 minutes by
default). This statistic helps you to understand how compelling your content is
to your readers. It only includes behavioral data for subscribers that have
taken at least 2 actions. Like the Emails Open statistic, the Time Spent
statistic is best understood within the context of previous
mailings/newsletters. Are people spending on average more or less time with
your newsletter?
The Time Spent report is accessible through the report Category Selector at the top left of the reporting window. The Time Spent statistic is limited to the current issue. To see the time spent for other issues, click the Change Issue link next to the Issue name.
Subscriber Reports
Subscriber Detail
These reports show the results generated by clicking on drill-down icons found on the reports within the Mailing and Content categories. See "Drill Down Reports".
Subscriber
Q&A
Reports
This area lets you create reports that help you find subscribers that
share common traits and similar usage patterns that are indicators of how
interested and engaged they are with your communications over time. To generate
a report, select the issues/mailings that you would like to include in your
sample, choose one of the reports and then click the Generate Report button.
Most Active Subscribers
This report will locate subscribers that have opened the email and clicked on at least __ links. Pick the number of clicks appropriate to the level activity you are looking for. The higher the number, the more active the subscriber.
Least Active Subscribers
This report will locate subscribers that have clicked on a maximum of __ links. Pick the number of clicks appropriate to the level activity you are looking for. The lower the number, the less active the subscriber.
First Clicks
This report will locate the subscribers that have clicked for the first time on the most recent issue/mailing that you have selected. The report will examine all of the selected issues or mailings and compare activity with the most recent issue or mailing selected looking for subscribers that have clicked on the most recent issue and have not clicked on any prior issue. The resulting list of subscribers has demonstrated additional (or newly found) interest in your content.
Repeat Clicks
This report locates subscribers that have clicked on at least __ of the __ issues/mailings that you have selected. Pick the number of clicks that demonstrates the level of activity you are looking for. Repeat visitors can be the most engaged and important people on your list.
Never Clicked
This report locates subscribers that have never clicked on any link in any of the selected issues/mailings. These subscribers may have opened the email or viewed the micro-site, however they never clicked a link within the email.
Opened but Never Clicked
This report locates subscribers that have opened at least one of the issues/mailings selected, but have never clicked a link. Even through these subscribers opened and possibly read the email, they never clicked a link within it.
Never Identified
This report locates subscribers that have never taken any actions with the selected issues/mailings. These subscribers have never opened an email, never viewed the content online, and have never clicked on any links.
Other Reports
Mailing History Report
This report shows the detailed history of mailings that have been sent for the selected issue(s).
Drill Down Reports
The detailed subscriber and
content preference information that lies behind data points shown in the
Mailing and Content reports is accessible through drill-down reports.
Drill-down icons indicate where drill-down reporting is available. To access a
report, click on the icon.
There are two drill-down icons:
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Subscriber Detail This will provide a report showing the subscribers that are behind the numbers. |
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Content Detail This will provide a report showing how interaction with content has contributed to the numbers. |
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Drill-Downs from the Snapshot Report
For each data point shown below,
drill-down icons lead to a corresponding report.
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Data Point |
Type |
Report Description |
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Mailings |
Content Detail |
Mailing history |
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Mail box full |
Subscriber Detail |
Subscribers Bounced Mailbox Full Subscribers who could not be reached through the selected issues/mailings because their mailbox was full and not accepting any new mail.
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Bad Email |
Subscriber Detail |
Subscribers Bounced Bad Email Address Subscribers whose email addresses were determined to be invalid.
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Subscribers Added |
Subscriber Detail |
New subscribers Subscribers that added themselves in response to the selected issues/mailings.
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Subscribers Removed |
Subscriber Detail |
Removals Subscribers that removed themselves in response to the selected issues/mailings.
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Unique referrals |
Content Detail |
Popular content by referrals Content report, by referral action, for selected issues/mailings
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Unique visits to Microsite |
Content Detail Subscriber Detail |
Popular content by microsite visits Content report, by unique visits to microsite, for selected issues/mailings
Subscribers visiting microsite Subscribers that visited the microsite, for selected issues/mailings
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Unique clicks |
Content Detail Subscriber Detail
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Popular content by click Content report, by unique clicks, for selected issues/mailings
Subscribers that clicked Subscribers that clicked at least one link within the selected issues/mailings.
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Unique opens |
Subscriber Detail
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Subscribers that opened Subscribers that opened emails associated with the selected issues/mailings.
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Identified visitors |
Subscriber Detail
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Subscribers that were identified Subscribers that have interacted in any way with the selected issues/mailings.
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Total hits |
Content Detail |
Popular content by total hits Content report, by total hits, for selected issues/mailings
Subscribers that were identified Subscribers that have interacted in any way with the selected issues/mailings.
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Total microsite hits |
Content Detail |
Popular content for microsite Content report, by total microsite visits, for selected issues/mailings
Subscribers visiting microsite Subscribers that visited the microsite, for selected issues/mailings
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Total clicks |
Content Detail |
Popular content by clicks Content report, by total clicks, for selected issues/mailings
Subscribers that clicked Subscribers that clicked at least one link within the selected issues/mailings.
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Total opens |
Subscriber Detail |
Subscribers that opened Subscribers that opened emails associated with the selected issues/mailings.
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Total referrals |
Content Detail |
Popular content by total referrals Content report, by referral action, for selected issues/mailings
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Drill downs from the Trending Report
For each data point shown below, drill-down icons lead to a corresponding report.
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Data Point |
Type |
Report Description |
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Emails sent, Emails Delivered |
Content Detail |
Mailing history |
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Mail box full |
Subscriber Detail |
Bounce Manager |
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Bad Email |
Subscriber Detail |
Bounce Manager |
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Subscribers Added |
Subscriber Detail |
New subscribers Subscribers that added themselves in response to the selected issues/mailings.
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Subscribers Removed |
Subscriber Detail |
Removals Subscribers that removed themselves in response to the selected issues/mailings.
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Hits, total |
Content Detail |
Popular content by total hits Content report, by total hits, for selected issue/mailing
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Clicks, total |
Content Detail |
Popular content by clicks Content report, by total clicks, for selected issue/mailing
Subscribers that clicked Subscribers that
clicked at least one link within the selected issues/mailings. |
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Clicks, Unique |
Content Detail Subscriber Detail |
Popular content by click Content report, by unique clicks, for selected issue/mailing
Subscribers that clicked Subscribers that clicked at least one link within the selected issues/mailings.
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Opens, total |
Subscriber Detail |
Subscribers that opened Subscribers that opened emails associated with the selected issues/mailings.
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Opens, Unique |
Subscriber Detail |
Subscribers that opened Subscribers that opened emails associated with the selected issues/mailings.
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Visits to Microsite, Total |
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Popular content for microsite Content report, by total microsite visits, for selected issue/mailing
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Visits to Microsite, Unique |
Content Detail Subscriber Detail |
Popular content by microsite visits Content report, by unique visits to microsite, for selected issue/mailing
Subscribers visiting microsite Subscribers that visited the microsite, for selected issues/mailings
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Referrals, total |
Content Detail |
Popular content by total referrals Content report, by referral action, for selected issue/mailing
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Referrals, unique |
Content Detail |
Popular content by referrals Content report, by unique referrals, for selected issue/mailing
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Referral actions, total |
Content Detail |
Popular content by total referral actions Content report, by referral action, for selected issue/mailing
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Referral actions, unique |
Content Detail |
Popular content by unique referral actions Content report, by unique referral actions, for selected issue/mailing
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Identified visitors, Total |
Subscriber Detail |
Subscribers that were identified Subscribers that have interacted in any way with the selected issues/mailings.
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Identified visitors, Unique |
Subscriber Detail |
Subscribers that were identified Subscribers that have interacted in any way with the selected issues/mailings.
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Drill downs from Content Popularity Report
Clicking on drill-down icons in the data table will show the subscribers that took the specified action on the selected content or external link.
For example, if you were to click the Subscriber Detail icon next to the 281 unique clicks for an article titled "New Products", the subscriber detail report would show those 281 subscribers that have clicked to read that article.
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Data Point |
Type |
Report Description |
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Hits, total |
Subscriber Detail |
Subscribers that viewed the article/link Subscriber report, by total hits, for selected article and issue/mailing.
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Clicks, total |
Subscriber Detail |
Subscribers that clicked the article/link Subscriber report of total clicks on the selected article and issue/mailing.
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Clicks, Unique |
Subscriber Detail |
Unique Subscribers that clicked Subscriber report of unique clicks on the selected article and issue/mailing.
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Visits to Microsite, Total |
Subscriber Detail |
Subscribers visiting the Microsite Subscriber report of total microsite visits on selected article and issue/mailing.
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Visits to Microsite, Unique |
Subscriber Detail |
Subscribers visiting the Microsite Subscriber report of unique microsite visits on selected article and issue/mailing.
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Referrals, total |
Subscriber Detail |
Subscribers by total referrals Subscriber report of referrals on selected article and issue/mailing.
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Referrals, unique |
Subscriber Detail |
Subscribers by referrals Subscriber report of referrals on selected article and issue/mailing.
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Referral actions, total |
Subscriber Detail |
Subscriber by total referral actions Subscriber report of referral actions on selected article and issue/mailing.
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Referral actions, unique |
Subscriber Detail |
Subscriber by unique referral actions Subscriber report of referral actions on selected article and issue/mailing.
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Drill downs from Time Spent Report
Clicking on the drill-down icon next to the reader statistics in the Time Spent data table will show the unique subscribers who are part of the specified time slice. For instance, if you were to click the 59 subscribers who have spent at least 2 minutes reading a newsletter, the subscriber detail report will show the list of subscribers that fall into this category.
Subscriber Operations
At the bottom of Subscriber Detail reports the Subscriber Management tool can be found.
This tool allows the subscriber records that are selected by the current report to be processed in one of the following ways:
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Subscriber Operation |
Description |
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Copy to |
Copy the subscribers to the selected sub-list(s). These subscribers will remain in any sub-lists they are already in. |
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Move Exclusively to |
Move the subscribers out of any current sub-lists and place them into the selected sub-list(s). |
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Remove from |
Takes the subscriber out of the selected sub-list(s). If the subscriber is only in the selected sub-list(s), the subscriber will be considered "not in any list". |
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Unsubscribe from |
This will unsubscribe the selected subscribers from the specified sub-list(s). The system will remember that these subscribers have been unsubscribed from the sub-list(s). |
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Unsubscribe from all lists |
This will unsubscribe the subscriber records completely. The system will remember that this subscriber has been completely unsubscribed. |
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Permanently delete from all lists |
This will delete the selected subscriber records, physically removing them from the database. WARNING: The system will not remember these subscriber records. All of the information related to these subscribers will be permanently destroyed. Do not use this option if a subscriber is opting-out from your mailing list. You must use either of the two unsubscribe options above. |
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Change Field |
This will modify the specified field in the selected subscriber record, assigning them all to the specified value. |
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Change Password Status to |
This will modify the password status for the selected subscriber record. |
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Change Format Preference to |
This will change the subscribers format preference to Formatted (HTML), Plain Text, or Not Specified. |
To use the Subscriber Management tool:
- Choose one of the Subscriber Operations from the drop-down list.
- Choose any additional list, field, or option as needed.
- Click the Submit button.
The operation you select will then be scheduled for processing. The amount of time needed to complete the operation will depend upon the number of subscriber records that have been selected. When the operation is completed, a message will be posted in the Message Center accessible from the Main Menu.
The Issue/Mailing Selector
Reporting Across Multiple Accounts
The Issue/Mailing Selector is available for any report that allows the statistics from two or more issues to be plotted at the same time. The selector has two tabs at the top that allow you to select whether you want to choose from a list of Issues or Mailings. When reporting on an issue, data from all mailings related to that issue would be included in the report. In addition, the Issue data will include statistics collected via the micro-site which would not be part of any mailing.
The list of issues or mailings will be shown in a tree diagram. At the root of each node in the tree is the account name to which the issue or mailing pertains. This allows you to select and compare issues/mailings across multiple accounts.
To expand the tree, click the [+] icon to the left of the account name. When viewing mailings, you will see each Issue listed first. To see the mailings associated with a particular issue, click the [+] icon next to the issue name.
Up to 20 issues or mailings will be listed at one time. If you have more than 20 issues or mailings, NEXT and LAST, PREVIOUS and FIRST links will appear and let you access the additional issues and mailings.
The Selection Criteria Editor
Over time, a large number of issues and mailings can accumulate. In addition, the purpose, size, or other properties of these issues and mailings may differ. To make the selection of issues/mailings faster and easier, you can specify one or more selection criteria. To access the Selection Criteria Editor, click the Create Selection Criteria button at the bottom of the Issue/Mailing Selector.
The selection criteria are specified by assembling one or more statements in the Selection Criteria box. Each statement consists of either an issue/mailing property or a data point, an operator, and a value.
To add a statement to the box, choose a category from the drop down list at the right. Then, select a property, operator, and value to complete the statement. Then, click the Add -> button to add the statement to the Selection Criteria box. When adding multiple statements, make sure each statement is separated by an AND or OR clause. Use parenthesis to determine the priority of statements as they are processed through the Selection Criteria. When you are done, click the Validate button to check your work and see how many issues/mailings will be selected, then click the Apply button to apply the selection criteria to your list of issues/mailings.
Here are the properties and data points that can be part of your selection criteria:
Selecting Issues
Issue Properties
Account Name Use this property when reporting across multiple accounts.
Marketing Type Select issues based on their Marketing Type (i.e., newsletter, invite, promotion, etc.).
Begin Date This is the date when the issue was first available for use.
Last Published Date This is the date/time when the issue was last 'Posted to the Web'
Emails Sent This is the total number of emails sent for the issue.
Issue Number This is the number given to this issue through the issue properties.
Volume Number This is the volume designation for the issue.
External Identifier This is a special character code that can be attached to an issue that usually comes from an external source (like a CRM system or marketing database).
Issue Data Points
Hits, Total
Mailbox Full Bounces
Bad Addresses
Identified Visitors
Clicks, Total
Clicks, Unique
Referrals, Total
Referrals, Unique
Opens, Total
Opens, Unique
Visits to Microsite, Total
Visits to Microsite, Unique
Referral Actions, Total
Referral Actions, Unique
Selecting Mailings
Mailing Properties
Mailing Name This is the name of the mailing usually named automatically by the system.
Account Name Use this property when reporting across multiple accounts.
Issue Use this to select all mailings that pertain to a particular issue.
Mailing Type Use this option to differentiate between mailings to subscribers and test mailings.
Mailing Date This is the date when the mailings were sent.
Emails Sent This is the number of emails that were in the original mailing.
Sub-Lists Let's you find mailings that were sent to one or more sub-lists.
Mailing Data Points
Hits, Total
Mailbox Full Bounces
Bad Addresses
Identified Visitors
Clicks, Total
Clicks, Unique
Referrals, Total
Referrals, Unique
Opens, Total
Opens, Unique
Visits to Microsite, Total
Visits to Microsite, Unique
Referral Actions, Total
Referral Actions, Unique
The Reporting Time Span
The snapshot and trending reports have an unlimited reporting window. This means that these reports include data that is older than 180 days, and can provide reports from the very first issue/mailing in your account. Detailed subscriber level reporting is only available for the last 180-day period (by default). This detailed reporting window can be expanded through an Expanded Reporting plan. Contact your sales representative to learn more.
Topic Assignment for External Links
The External Link editor allows you to review the external links that
have been used in the content, provide a better description (i.e., link name)
and then assign these links to a particular Topic. This allows the Popular
Content report to include external links when determining which Topics are the
most popular.
To access the External Link editor, click the [EDIT] token that appears next to
external links in the Popular Content report.
Understanding Metrics
Here is a list of the key metrics being tracked for each issue/mailing:
- Emails Sent
- Emails Delivered
- Bad Address
- Mail Box Full
- Hits, Total
- Clicks, Total and Unique
- Opens, Total and Unique
- Visits to Microsite, Total and Unique
- Referrals, Total and Unique
- Referral Actions, Total and Unique
- Identified Visitors
- Unidentified Visitors
- Subscribers Added
- Subscribers Removed
- Abuse Complaints
Emails Sent vs. Delivered
Emails Sent = Total number of emails that were sent to the mailer to be distributed.
Emails
Delivered = Sent Bad Address Mail Box Full.
This statistic does not include unknown
bounces or vacation messages.
Bounces
A bounce occurs after an attempt is made to deliver an email but the email is not deliverable and/or causes an automated response. There are 4 categories into which bounces are classified:
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Bad Address
User address is not valid, or domain does not exist -
Mail Box Full
Email box has reached its limit -
Vacation
Systems vary when handling this. Some return vacation message back to the system via the FROM address, others send vacation notification back to the sender via the REPLY-TO address. -
Unknown
Messages that came back but the system could not properly identify and classify them.
Only the Bad Address and Mail Box Full bounce messages are definitive indicators that an email did not get through. Vacation messages usually indicate that the email was received but not read. Unknown bounces can occur for a number of reasons however there was not enough information in the message for the system to automatically determine the cause. This can happen quite frequently since there is no standard mechanism for email servers to report bounces and automated messages can often be sent for situations other than unknown addresses or mail box quota problems.
Hits, Total and Unique
Hits, previously known as Page Views, describe all actions that can occur within the email or microsite.
Hits (Page Views) = Clicks + Opens + Microsite Visits + Referrals + Referral Actions
Total Hits = All actions, with repeats by same subscriber.
This statistic represents all of the activity occurring on a particular issue/mailing.
Clicks, Total and Unique
A click occurs when a subscriber clicks a link on the email message.
Total Clicks = all clicks, with repeats by same subscriber.
This number represents each individual click on any link in the email, no matter how many clicks the same person has made.
Unique Clicks = distinct clicks with no repeats by the same subscriber.
This is the number of individual subscribers that have clicked at least once on any link in the email.
NOTE: If the email is posted to a newsgroup or passed along to other people through email forwarding or internal distribution lists, additional clicks will be attributed to the original subscriber.
Opens, Total and Unique
An Open occurs when an email message has been opened or viewed in an email program.
Total Opens = Each time the email is opened or previewed in the email program
Unique Opens = Only the first time the email is opened by each subscriber
NOTES: The Open statistic is only reported through emails sent and received with the HTML email format and through HTML compliant email programs.
If email is passed along, additional opens will be attributed to the original subscriber and will show in the Total Opens statistic. Only the open from the first subscriber will be counted in the Unique Opens statistic.
Visits to Microsite, Total and Unique
This is the number of pages viewed on the microsite. The statistic only includes pages hosted on the system. If a page is copied to another server, additional Microsite visits will be recorded as part of the Total.
Total Visits to Microsite = all pages viewed, with repeats by the same subscriber
Unique Visits to Microsite = the distinct visits to the microsite, with no repeats from the same subscriber.
This is the number of unique subscribers that have visited the Microsite at least once.
Referrals and Referral Actions
The Referrals statistic is the number of people that have filled out the Refer a Friend form attached to a newsletter.
The Referral Actions statistic is the number of people that clicked the link in the referral email.
Identified Visitors and Unidentified Visitors
An Identified Visitor is a known subscriber. This person may have come from an email or filled out the subscription form. Each subscriber that has taken at least one action with the issue/mailing is considered an Identified Visitor.
Unidentified Visitors are people who are not subscribers. This person may have come from a search engine or link on a Web site. The system has no way of determining who this person is and is unable to find them in the subscriber database of the account.
Subscribers Added
This is the number of subscribers who have been added due to a particular issue or mailing through the subscribe box associated with the account. This value does not include subscriber records added via import or other administrative tools. New subscribers who cannot be associated with a particular issue or mailing are also excluded from this statistic.
Subscribers Removed
This is the number of subscribers who have removed themselves either through the subscription form, the opt-out link at the bottom of the email message, or through an abuse complaint due to a particular issue or mailing. This value does not include subscriber records removed via import, search and manage, or other administrative tools. Subscribers who cannot be associated with a particular issue or mailing are also excluded from this statistic.
Abuse Complaints
This is the number of people that believe your email to them is spam. Complaints can come directly from the user or through an ISP and will be associated with the mailing that generated the complaint.