When you send a campaign, our system collects the engagement results for that mailing in the Response tab. Each mailing has its own response breakdown with an overview section and separate tabs for opens, clicks, shares, new signups, and opt-outs. Each of these metrics are tracked at the recipient level once your mailing reaches a contact’s inbox.
About response data
Most marketing emails are opened within the first 48-72 hours after the email was sent, so it’s expected that the bulk of your response data will fall within that time. However, those totals will continue to adjust even after the 48-72 hour window.
Response data, especially bounces and deliveries, can take up to 30 hours to finish processing, so be sure to give your mailing plenty of time before considering any of the results official.
Compare mailings, Export, and Save as PDF
At the very top of a mailing’s response data, there are three buttons: Compare mailings, Export responses, and Save as PDF. The Compare mailings button will direct you to the Compare mailings tool, which you can read more about here. The Export responses button allows you to export the mailing’s response data as a zipped CSV, which you can read more about here. The Save as PDF button allows you to export the mailing’s response data or webview as a PDF, which you can read more about here.
About the Overview
When you click on a sent mailing to view its response data, the first thing that you will see is the Overview page. This section contains quick summaries of each individual metric, a link to view the campaign webview in a new window, and other information, including:
- Campaign name
- Sender name and email address
- Audience groups, segments, subscriptions, and singular recipients
- Total number of recipients
- Date and time of sending
- Mailing score
- Opens by device
- Opens by client
- Click analysis
Beneath this section, you’ll also find the current statistics for the mailing’s open rate, click-to-open rate, delivery rate, bounce rate, and opt-out rate.
The click-to-open rate is the percentage of contacts who opened a mailing and also clicked on at least one link in that mailing.
Mailing information
Starting at the top left corner of the Overview tab, the first thing that you’ll see is the name of the mailing, followed by the sender name and email address. You’ll also see groups, segments, subscriptions, or individual recipients that the campaign was sent to. To the right, you’ll find the total number of recipients, the date when the campaign was sent, and an option to view the campaign in a new window.
Mailing score
The mailing score provides an at-a-glance understanding of a campaign’s performance, as compared to the scores of 45,000+ customers and millions of emails sent through our system. 24 hours after a campaign is sent, the score is calcuated based on the open rate, click-through rate, opt-out percentage, signup percentage, and use of split testing. This results in a number on a 10-point scale, which is represented by the outer ring of the graphic.
Opens by device
This feature lets you see whether your recipients viewed your email on their desktop or a mobile device. Tablet opens are added to the mobile metric.
Our system depends on information sent from inbox providers to determine device type. As a result, this information depends heavily on the inbox providers themselves. For example, the way that Gmail opens emails often makes the type of device indiscernible, causing Gmail opens to show as mobile when they are really desktop or vice versa.
Opens by client
This feature lets you see which email client — like Outlook, Yahoo, or Apple Mail — your recipients used to view your email. Similar to the Opens by device section, our system relies on information sent to us from the inbox providers to determine information about the client.
Opens are categorized as Unknown when we are unable to determine where an open came from. This typically occurs when an inbox provider does not send the information needed to decipher which email client is being used.
Click analysis
The Click analysis provides a visual representation of where recipients clicked in your email campaign. To access the link-by-link breakdown of clicks, switch your view to List instead of Click map.
The list view differentiates between clicks on links in the plaintext and links in the HTML version of the mailing. As a result, you may see two instances of the same link, even though it only appeared once in the campaign.
If you are using a CYO campaign, then you will need to include alt text for all of your images. Otherwise, they will not be visible on the click map. Clicks on coded images without alt text are still tracked, but they won’t appear on the click map.
Non-human interactions
The Non-human interactions section provides metrics for when servers open or click on a mailing, as well as Apple MPP open information. A “non-human interaction” refers to any instance where an email server, inbox provider, or any other entity that isn’t a real person, opens a mailing or clicks on a link in a mailing.
NHI metrics are not filtered from your overall open and click data. Their purpose is to give you an idea of what portion of your open and click data can be attributed to non-human interactions, not to remove non-human interactions from your data.
Apple MPP opens and machine opens are tracked independently of each other. As a result, it is not possible to add the two together to find the total number of non-human opens for a campaign. A single contact may have two distinct non-human opens: one Apple MPP open and one machine open. This will result in that contact contributing towards both the Apple MPP open rate and the machine open rate.
For example, Contact A receives a mailing, which results in two non-human opens and one human open. The first open is recorded in our system as an Apple MPP open, so the response data in your email marketing account updates to show 1 Apple MPP open detected; this also updates the Total open rate at the top of the Overview page to 1. The second open is not associated with Apple MPP, but still shows as a non-human open, so the response data to show 1 machine open. The third open is a human open. The result of this is that the Total open rate at the top of the Overview page shows 1 open (because this number shows unique opens), the Apple MPP open rate shows 1 open, and the Machine opens shows 1 open.
The Apple MPP open rate shows unique Apple MPP opens. The Machine opens shows unique non-human, non-Apple opens. This means that if a single contact has two Apple MPP opens, they will only count once towards the Apple MPP open rate.
Apple MPP open rate
Apple Mail Privacy Protection stops senders from using invisible pixels to collect information about the user, to prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location. Any subscriber who uses the native Apple Mail application to read their email, whether they use an iPhone, an iPad, or a Mac, is able to turn these features on.
Apple MPP pre-fetches images ahead of the user opening the email message, regardless of whether or not they open it or delete it. When a user opts in to Mail Privacy Protection, they’re allowing Apple to pre-fetch (or download) emails and email images to their device. This takes place whether or not the user decides to open and read the email message. Email image pixels, which indicate opens and open rates, are included in this pre-loading. This means an email may be marked as open even though the user did not open or read it.
This metric on the Overview page shows the percentage of messages sent in a campaign that were pre-cached by Apple MPP. If a message is later visibly read by the recipient, the message is still counted here to show that it was initially pre-cached by Apple MPP.
Apple MPP tracking began on September 18, 2023 at 7:00 pm US Central time. Apple MPP-related data before that date is unavailable.
Machine opens and clicks
The data for machine clicks and machine opens are only available for mailings sent after June 11, 2024.
Machine opens and clicks typically occur when a receiving server checks a mailing and its links for security purposes. This is sometimes called server sniffing and can result in an open or click rate that’s higher than expected. The Machine opens and Machine clicks metrics help you see how many of your opens or clicks come from the server checking process, rather than directly from your contacts. Apple MPP opens are not included in Machine opens.
As currently built, this data will not be available in response exports, Insights, response-based segments, or via the API response endpoints.
Frequently asked questions about response data
What does the click-to-open rate calculate?
The click-to-open rate is also known as “unique clicks on a mailing”. It is the percentage of contacts who opened a mailing and also clicked on at least one link in that mailing. For example, if your mailing has three links and one contact clicks on all three, that would count as one unique mailing click.
How long does it take to send a campaign out to all of the recipients?
After a campaign is sent, most emails arrive at your recipient’s inbox within minutes, however, the full send cycle can take up to 30 hours. If we have any trouble delivering to specific addresses, we’ll continue to reach out to them up to four times within 30 hours, after which their email will bounce if it cannot be sent.
How long is response data saved in my account?
Each campaign’s response data is available for 18 months after the mailing has been sent. After 18 months, the data is deleted from your account and it’s no longer available.
How long is the link to the webview of my mailings active?
The webview links are also available for 18 months after a mailing was sent. After 18 months, the link will expireand will no longer be available. If you’d like to save a copy of your campaign for longer than 18 months, we suggest saving it as a PDF.
Can response data be deleted?
Yes, please refer to this article for instructions.
Can response data be exported?
Yes, you may export any mailing’s response data into a zipped CSV. Please refer to this article for more information.
Can I segment by non-human interactions?
No, it is not possible to segment by non-human interactions, including by Apple MPP.
Can I export non-human interaction information?
No, it is not possible to export non-human interaction information, including Apple MPP information.