This article explains the information found on Overview section of a mailing's Response data.

When you send a campaign, Emma 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.

In this article About response data Compare mailings, Export, and Save as PDF Video tutorial About the Overview Mailing information Mailing score Open rate, click rate, and other mailing statistics Opens by device Opens by client Click analysis Frequently asked questions Additional resources

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.

Watch a quick video tutorial on email marketing metrics

About the Overview

When you click on a sent mailing to view its response data, the first thing that you will see is that 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 Emma. 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.

Open rate, click rate, and other mailing statistics

To the left of the mailing score, you'll find the campaign's open rate, click-to-open rate, delivery rate, bounce rate, and opt-out rate. For more detailed information about each of these statistics, please refer to this article.

The open rate and click-to-open rate both include a subset of data for verified opens and verified clicks, respectively. Receiving email servers often perform security checks on mailings, which can result in opens or clicks that did not actually originate from one of your recipients. Verified opens and clicks filter out these non-human interactions so that you can see the number of contacts who actually opened or clicked on a mailing. For more information about machine interactions, also called "server sniffing", check out this article.

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.

Ⓘ

Emma 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, Emma relies on information sent to us from the inbox providers to determine information about the client.

Ⓘ	Opens are categorized as Unknown when Emma is 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.

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 Emma 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. You can also export response data through our API using the response exports API calls.

Can I segment by verified interactions?

No, it is not possible to segment by verified opens or clicks.

Can I export verified interaction information?

No, it is not possible to export verified opens and clicks. All open and click data will be exported automatically.

Additional resources

• Response tab: Overview
• Mailing response data: Opens, clicks, and more
• Mailing response data: Exports
• Mailing response data: 24-hour response summary email
• Mailing response data: Understanding delivery at the server level
• How to compare mailings
• Why does my email have so many clicks?
• Clicks, links, and tracking: Frequently asked questions