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Understanding email performance metrics: Sent, Deliverability, Open rate, Click rate

To evaluate the success of your email campaigns, Sendigram provides a set of key performance metrics. Understanding these numbers helps you optimize campaigns, improve audience engagement, and maintain a strong sender reputation.

1. Sent Emails

  • Definition: The total number of emails that Sendigram attempted to send during a campaign.
  • Why it matters: This number reflects your campaign's scale. It includes all recipients on your selected list, minus those filtered out (for example, invalid or unsubscribed addresses).
  • What to check:

    - Compare this number with your list size.
    - If the difference is large, some contacts may have been excluded due to invalid emails or suppression rules.

2. Deliverability

  • Definition: The number (and percentage) of emails that successfully reached recipients' inboxes.
  • Calculation: Delivered = Sent – Bounced (hard and soft bounces).
  • Why it matters: Deliverability shows the health of your mailing list and the trust email providers have in your messages.
  • Best practices to improve:

    - Regularly clean your contact list.
    - Avoid spam-trigger words in subject lines.
    - Warm up new sending domains gradually.

3. Open Rate

  • Definition: The percentage of delivered emails that recipients actually opened.
  • Calculation: Open Rate = (Opens + Delivered) × 100%.
  • Why it matters: This indicates how appealing your subject lines, sender name, and preview text are.
  • How to improve:

    - Write clear, compelling subject lines.
    - Personalize messages (e.g., include the recipient's name).
    - Test different send times to maximize visibility.

4. Click Rate (CTR)

  • Definition: The percentage of recipients who clicked on at least one link in your email.
  • Calculation: CTR = (Unique Clicks + Delivered) × 100%.
  • Why it matters: This is the best indicator of engagement — whether your content motivates readers to take action.
  • Tips to increase CTR:

    - Place clear and visible calls to action (CTA).
    - Keep emails focused — avoid too many links.
    - Use buttons instead of plain-text links for key actions.

5. Putting It All Together

  • A high Sent but low Deliverability means your list may contain invalid or inactive addresses.
  • A high Deliverability but low Open Rate suggests subject lines or timing need improvement.
  • A high Open Rate but low CTR means your content is being read, but your calls to action aren't strong enough.
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