What are response rates?
Response rates indicate how Contacts react, or don't react, to campaign mailings. Express Email Marketing® calculates response rates for campaigns, and you can view the results in the Response Analyzer.
NOTE: Express Email Marketing cannot calculate the full range of response rates from text-based campaigns.
You can view response rates for the following campaign information:
- Sent
- Available for HTML- and text-based email campaigns, the Sent response rate indicates the number of email addresses to which you sent the campaign.
- Unopened
- Only available for HTML-based campaigns, the Unopened response rate indicates the total number of recipients who received the campaign but have not opened the campaign email message.
- Opened
- Only available for HTML-based campaigns, the Opened response rate indicates the number of campaign mailings Contacts opened.
- Clicked
- Only available for HTML-based campaigns, the Clicked response rate indicates the number of times Contacts clicked a hyperlink or image in the campaign.
- Total Clicks
- Only available for HTML-based campaigns, the Total Clicks response rate indicates the total number of clicked hyperlinks in the mailing. A single mailing may contain multiple clicks because the recipient may have clicked a hyperlink multiple times or may have clicked any combination of the hyperlinks included in the campaign.
- Unsubscribe
- Available for HTML- and text-based email campaigns, the Unsubscribe response rate indicates the number of Contacts who clicked the Unsubscribe hyperlink, located in the footer of the email campaign, to unsubscribe from your Contact list.
As part of the response rate analysis, Express Email Marketing also analyzes emails that do not successfully reach their intended recipients, classifying bounced email messages as hard or soft bounces. A bounced email is an email message that was returned to the sending server as Undeliverable or Not Delivered. Bounced email analyses are available for both HTML- and text-based email campaigns.
Email campaigns returned to Express Email Marketing as undeliverable are considered "hard bounces" because they're inactive or not valid. Hard bounces are disabled or removed from your Contact list, based on the option you set in the Account Settings page.
"Soft bounces" are email campaigns that received a returned error, indicating an email server was down or there was a system error. It does not mean the email address is not valid. Soft bounces are not disabled or removed from your Contact list.
