The statistical overview gives you a list of all newsletters sent so far, in the Mailing statistics section. Simply click on one of the newsletters in the Mailing column to select it for evaluation. You are immediately shown both in graphic and in numerical form how many clicks there were to the links in your mailing. The same evaluation is accessed by selecting a mailing from the Mailings section and then clicking on the Statistics tab.
You are immediately shown an overview with gross and net click rates for all trackable links embedded in your mailing. This number includes all repeat clicks caused by the recipient clicking on a particular link more than once. The net click rate is shown in brackets. It counts how many recipients clicked in the trackable link. Repeat clicks by the same recipient do not count here.
Fig. 5.1: Mailing statistics show interesting data on a selected mailing.
Below the total number of clicks, the system will display delivery statistics on the selected mailing list, including opt-outs and bounces. If you want to check how many recipients opened the e-mail, you must send the mailing in the HTML format. When creating a mailing, a so-called “tracking pixel” can be inserted into the e-mail automatically by using the Track click rates feature (see chapter "Entering basic mailing data"). In this case a 1 x 1 pixel image is inserted into the mail when sending it. This image is stored on the OpenEMM server. As soon as the recipient opens the mail, his or her e-mail clients tries downloading the image file which is registered by the OpenEMM server. This is a confirmation that the e-mail was indeed opened. This does not work in text mailings. For mixed-format mailings, the statistical figure for opened mails is an approximate one only. It does not in fact register all opened e-mails.
Additional details are available on all e-mails which were opened. Clicking on the link Opened e-mails will cause OpenEMM to display data according to domains taken from recipients’ e-mail addresses and rank the 20 top domains by number of recipients.
Fig. 5.2: The statistics function shows the 20 top domains of recipients who have opened e-mails.
Open rate over time: Click to see all openings sorted by day. Click on a day, and openings are sorted by hour.
Additional details are also available on all e-mails which bounced. Click on the Bounces link to view a detailed list as well as a distinction according to category. Seven different types of bounce are displayed:
Soft bounces:
• | Problems with the mail box (e.g. mail box full) |
• | Problems with the mail server (e.g. temporarily not available) |
• | Irregular bounces (no distinction possible according to the server’s return message) |
• | Other soft bounces (all other types of soft bounce) |
Hard bounces:
• | Unknown address (the e-mail address is invalid) |
• | Unknown mail server (the domain is invalid) |
• | Other hard bounces (all other types of hard bounce) |
Fig. 5.3: List of bounces classified in categories. If no bounces have occurred in a specific category, the category is not displayed at all.