| Term | Definition |
|---|---|
| Open Rate | The percentage of recipients who opened the email, typically calculated as (unique opens / emails delivered) × 100. This is a key indicator of subject line effectiveness and overall interest (note: may be inflated due to privacy features like Apple’s Mail Privacy Protection). |
| Opens | The number of unique times the email was opened by recipients (each recipient counted once). |
| Unique Clicks | The number of individual recipients who clicked on at least one link in the email. |
| Clicks | The total number of times any links in the email were clicked (including multiple clicks by the same recipient). |
| Reply Rate | The percentage of recipients who replied to the email, calculated as (replies / emails delivered) × 100. This measures deeper engagement in conversational or sales emails. |
| Reply | The total number of recipients who sent a reply to the email. |
| Reads | The number or rate of recipients who spent significant time viewing the email (e.g., open for 8+ seconds in some platforms), indicating they actually read the content rather than just opening it briefly. |
| Sends | The total number of emails dispatched in the campaign (including any retries). |
| Contacts | The total number of subscribers or recipients in the email list targeted for the campaign. |
Visual Examples of Email Marketing Metrics
Recommended YouTube Video for Deeper Explanation
For a clear video walkthrough of email marketing metrics (including open rates, clicks, and more), check out this helpful tutorial:
“Key Metrics to Measure for Email Marketing Success” by Klaviyo
Another great option: “Email Marketing Metrics: Track Campaigns Performance Like a PRO”