Email results show how recipients interacted with a sent email campaign. Open a completed campaign from the Emails list to see them. This guide explains what each metric means and how it's calculated, so you can read your results with confidence.
How metrics are counted
All metrics are calculated using unique recipients, not total actions. If a single person opens or clicks multiple times, they are only counted once in each metric.
How each metric is calculated
Delivery rate
- Formula: Delivered ÷ Sent × 100
- What it shows: the percentage of sent emails that were successfully delivered to recipient servers.
Open rate
- Formula: Unique Opens ÷ Delivered × 100
- What it shows: the percentage of delivered emails that were opened at least once.
- Reading it with care: opens are tracked using a small, invisible image that loads when the email is viewed, so treat the figure as a guide rather than an exact count. Privacy features such as Apple Mail Privacy Protection load that image automatically and can inflate opens, while recipients who block images can lower them.
Click rate
- Formula: Unique Clicks ÷ Unique Opens × 100
- What it shows: the percentage of recipients who opened the email and then clicked at least one tracked link. Because it's measured among openers — not among everyone the email reached — it's a stricter figure than the "click-through rate" some other tools report (those divide clicks by delivered instead). Keep that difference in mind when comparing results across platforms.
- Reading it with care: the rate is capped at 100%. Occasionally a click is recorded without a matching open (for example, when the open couldn't be tracked but the click still registered), which would otherwise push the figure above 100% — when that happens it's shown as 100%. If no opens were recorded at all, click rate shows as 0%.
Bounce rate
- Formula: Bounced ÷ Sent × 100
- What it shows: the percentage of sent emails that were rejected by the recipient server.
Blocked / dropped rate
- Formula: (Blocked + Dropped) ÷ Sent × 100
- What it shows: the percentage of sent emails that were blocked or dropped by filtering systems or the email delivery provider.
Spam rate
- Formula: Spam Reports ÷ Sent × 100
- What it shows: the percentage of recipients who marked the email as spam.
Metric definitions
- Delivered — the recipient's mail server accepted the email. This means the server accepted it, not that it necessarily reached the inbox — it may still be filtered into a spam or junk folder.
- Opened — the recipient opened the email at least once.
- Clicked — the recipient clicked at least one tracked link within the email.
- Bounced — the recipient's mail server rejected the email. A hard bounce is a permanent failure (for example, the address doesn't exist), and that address is suppressed from future sends. A soft bounce is a temporary failure (for example, a full mailbox or a server that's temporarily down), and may be retried.
- Blocked / dropped — the email never reached the recipient, for one of two distinct reasons. Blocked means the recipient's mail server refused it (for example, due to sender reputation or content filtering). Dropped means the delivery service didn't attempt the send at all — most often because the address is already suppressed from a previous bounce, unsubscribe, or spam report, or is a duplicate within the same send.
- Spam — the recipient marked the email as spam in their inbox.
- Unsubscribed — the recipient chose to unsubscribe from future emails.
- Updated preferences — the recipient changed their communication preferences without fully unsubscribing.
Important notes
- All rates are based on unique recipients, not total opens or clicks.
- Multiple opens or clicks by the same person only count once.
- Click rate is calculated from opens, not from total emails sent.
- Delivery issues such as bounces or blocks reduce the number of emails eligible for opens and clicks.
Common questions
Why is my open rate lower than expected?
Open rate only counts emails that were successfully delivered and opened at least once. Blocked, bounced, or unopened emails reduce the rate.
Why is click rate lower than open rate?
Click rate is measured among the people who opened the email, so it's capped at 100% and usually sits below the open rate. In rare cases a click is recorded without a matching open, which is why the figure is capped rather than allowed to climb above 100%.
Why don't sent and delivered numbers match?
Sent includes all attempted emails. Delivered excludes bounced, blocked, or dropped emails.
Do multiple opens or clicks increase my results?
No. Each recipient is counted once per metric, regardless of how many times they open or click.
Why does blocked or dropped happen?
Blocked usually means the recipient's mail server refused the email based on its content, the sender's reputation, or the server's own rules. Dropped means the email was never attempted — most often because the address was already suppressed from an earlier bounce, unsubscribe, or spam report, or appeared more than once in the same send.