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What is opening rate, CTR and what does a bounce mean? We explain all the terms that you need to know

Our goal with Minutemailer is to make the easiest service in the world for activating your professional contacts using emails and beautiful newsletters. But there are some complicated terminology that you have to relate to and that can be a little difficult to understand. Don’t worry. We explain all the terms that you need to know when it comes to sending emails and newsletters.

Delivered

The number of e-mails delivered to the recipient. This does not mean that everyone has opened the e-mail, but only that the e-mail has arrived at the recipients e-mail server. After that the recipients e-mail server decides if the email should end up in the inbox, be blocked or spam flagged. After that the email some times can be filtered again by the recipients email client.

Things that can affect your delivery is content of email including links, SPF/DKIM/DMARC authentication, reputation of sender domain and how other recipients react to your email.

Opened

Number of contacts who opened your email. Some e-mail clients prevent us from measuring opened e-mails, so this figure may not always be correct. It can sometimes be lower than actual results. An opening is counted only once per recipient.

Opening rate

Percentage of all recipients who received the email that opened it. The global average for all email services is about 15-25% opening rate but can vary quite a lot depending on the content of your mailing, who the recipients are and how many you send to at a time.

TIP: Try different subject lines or send your email at other times to increase your opening rate. How up to date your lists are also plays a role in the opening frequency. Read our guide on sending better newsletters.

Dropped

Dropped emails are either due to the email address having previously bounced and we now have given up trying to send to that recipient or it may be because the recipient previously marked your emails as spam.

Click

Number of recipients who clicked on at least one link in your mailing.

Clickthrough rate (or CTR)

Percentage of all recipients who received the email that clicked on it. The global average for all email services is about 2.5% CTR 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 with clearer prompts, links, and buttons in your mailing to increase your clickthrough rate.

Bounced

Bounces are either due to a temporary or permanent problem with delivering the email to the recipient. This could be because the email address no longer exists or that the email server that receives the email has strong spam rules which means that the email is not accepted.

If it’s a temporary problem, we usually try again a number of times, so a registered bounce is usually due to more permanent problems. The global average for all email services is about 0.5% bounce rate for larger mailings but can be much higher if your contact list is old.

Unsubscribed

Number of contacts that have been unsubscribed from your list. In the statistics on your mailing, these are the ones that have manually unsubscribed by clicking on the unsubscribe link in the email. Contacts can also be automatically unsubscribed due to inactive email addresses or bounces, but this is not visible in the statistics for individual mailings.

TIP: If you want to avoid a lot of unsubscribes, be careful not to send too many hard selling emails. Instead, think more about what the recipient wants to read and what they get out of your email.

Spam

Number of recipients who have marked your email as spam. Not all email clients send back the results of a spam flag, so this may be lower than the actual number, but gives an indication of whether your content is being properly received by the recipient and whether your contacts want your emails.

TIP: If you get a lot of complaints it may be worth going through your contact list, removing old contacts and changing the contents of the mailing. Also, consider if you should do an opt-in campaign and actively ask your contacts to tell you if they want future emails from you. Read our guide on how to avoid spam filters.

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