Once you have sent a newsletter, you can see under "Results" how your mailing went. There are also some terms that may not always be so easy to understand. We try to explain what delivered, dropped and bounced emails really mean.
Number of emails sent is the number you actually chose to email. This also includes contacts that bounce or turn out to be invalid. In short, it is the target group you selected under “To” before pressing Send.
This is the number of emails delivered to the recipient’s email server. This does not mean that everyone has opened or even received those emails in their inbox, but only that the recipient’s server has received the email.
What happens to the email is then decided by the recipient’s email server and email client (For example Outlook, Apple Mail or Gmail). Some emails are blocked by the server but most reach the email client who then sorts the email into the correct inbox.
Things that can affect the delivery are the content of your email including links, the reputation of the domain and email address and how other recipients responded to the same email.
Emails lost are either due to the email address previously bouncing and we have now given up trying to send to that recipient or it may be because the recipient has previously marked your emails as spam.
These are the number of emails opened by the recipient. The global average for all email services is about 15-25% opening frequency but can vary quite a bit depending on the content of your emails, who the recipients are and how many you send to at a time.
Some email clients block the tracking of opened emails, which is why this figure is often lower than the actual number of opened emails.
TIP: Try different subject lines or send at other times to increase your opening frequency. How up to date your contact lists are also matters for the opening frequency.
Number of all recipients who received the newsletter who clicked on a link in it. The global average for all email services is about 2.5% clickthrough rate but can vary quite a bit depending on the content of your mailing, who the recipients are and how many you send to at a time.
TIP: Try working on clearer prompts, links, and buttons in your mailing to increase your clickthrough rate. Think about what the benefits of clicking on a link is for the recipient. Try working with an offer.
Delayed emails are due to either a temporary or permanent problem in delivering the email to the recipient. This may be because the email address no longer exists or is incorrect, the recipient’s mailbox is full, the email server is down, or the email server receiving the email has strict spam rules that prevent the email from being received.
If it is a temporary problem, we usually try again a number of times, so the bounces that are shown are usually due to more permanent problems. Global average for all email services is about 0.5% bounces for larger sendouts but can be much higher if your contact list is old or you have purchased a list of contacts who have not chosen to receive emails from you.
Number of contacts who have been unsubscribed from your list. In the statistics on your email, these are the ones who have manually unsubscribed by clicking on the unsubscribe link in your email. Minutemailer handles this automatically so you do not have to think about adding a link to your emails for unsubscribing.
TIP: If you want to avoid unsubscribing, be careful not to send too many emails focusing only on selling, but think about what the recipient wants to read and what they get out of your emails. Does it feel like something positive to receive your emails or is it just annoying noise in the inbox?
The number of recipients who have marked your email as spam. Not all email clients return the result of a spam mark so this may be lower than the actual number but gives an indication of whether your content is being received by the recipient in the right way and if your contacts want your emails.
TIP: If you get a lot of complaints, it may be worthwhile to go through your contact list and delete old contacts and change the content of the emails. Also, consider whether to create an opt-in campaign and ask your contacts to actively tell you if they want further emails from you.
Good luck with your emails and let us know if you run into any problems!
To learn more about spam and delivery you should also read our guide to avoiding the spam folder.