PoliteMail Metrics Definitions – v4.5

PoliteMail Metrics Definitions
Sent Total recipients message was addressed to [count of members in list(s)]
Devices Unique devices tracked (devices identified via browser agent)
Impressions Total number of all previews/opens (non-unique, total open count)
Undeliverables Hard bounces (returned to a mailbox PoliteMail is monitoring) Does not work with Aggregate tracking
Out of Office Out-of-office replies (returned to a mailbox PoliteMail is monitoring) Does not work with Aggregate tracking
Opt-Out Opt-out or unsubscribe action taken on this message
Opt-In Opt-in (to a PoliteMail subscription list)
Words Word count in message
Images Image count in message
Time to Read Time to read entire message content at 200wpm
Desktop Email accessed via desktop/laptop computer, as identified via browser user agent
Mobile Email access via a mobile device, as identified via browser user agent
Desktop Avg Read Average read time on computer
Mobile Avg Read Average read time on mobile device
Desktop Click Thru Click thru rate from computer
Mobile Click Thru Click thru rate from mobile device
Open Rate An open occurs when the message content (tracking image) is requested from the PoliteMail Server.  Opens are a unique count of messages opened (or previewed) at least once, by individual recipient (by unique device in aggregate).  Open Rate = Opens / (Sent – Undeliverable)
Multiple Opens Count of individual recipients with more than one open, of more than 3 seconds in duration (a quick preview < 3 seconds and is not counted)
Didn’t Open No data recorded, message not opened or images/content not downloaded
Ignored (<3 sec) Individual recipients who opened, but had the message open for less than 3 seconds. (of unique devices in aggregate)
Skimmed (<30%) Individual recipients who had the message open for less than 30% of the content length (in time)
Read Rate (30%+) A read is an individual recipients who had the message open for at least 30% of the content length (in time). Sums all non-ignore opens by individual recipient. Read Rate = Reads / (Sent – Undeliverable)
Engaged Reads (50%+) Individual recipients who had the message open for over 50% of the content length (in time). Sums all non-ignore opens by individual recipient.
Multiple Reads Individual recipients who had more than one read (>30% time open)
Left Open A read-time of over 150% of the Time to Read is considered left open
Avg Read Time Average of all Read Times (excluding noise of sub-2 second read times and read times (left open) > 150%) Average Read Time = Sum Read-Time / ReadTimes
PercentRead = Average Read Time / Time to Read
Click Through Rate A click is an individual recipient (unique devices in aggregate) who clicks at least one link in the email message.  Click Through Rate (CTR) = Clicks / (Sent – Undeliverable)
 Attention Rate Attention Rate = (Skimmed + Reads) / Opens Attention Rate highlights if the From address, send day/time and subject line are working to get the recipient’s attention
Effective Rate Effective Rate = Click Through Rate / Opens Effective Rate is the ratio Clicks to Opens, which indicates how effective the call to action was at getting clicks, counting only those you know had an opportunity to see it (opens)
Engagement Engagement Rate = PercentRead + (1-PercentRead * CTR) Calculation which combines Average Read Time and Click Through Rate into one metric which will not exceed 100%
Multiple Clicks Individual recipients (uniqe devices in aggregate) who clicked more than one link (or same link more than once)
Didn’t Click Individual recipients who did not click any links in the email
Total Clicks Total count of all clicks (non-unique count)
Total Links Total links included in the email message
Total URLs Total unique URLs included in the email message
Content Utilization Content Utilization = Clicked URLs / Total URLs Ratio of unique URLs clicked to unique URLs included in message
Likely Forward Tracked messages which were opened by 3+ unique devices
Replies Individuals who replied to the message