On Eventmaker, we store statistics for all the emails you send to your attendees. This information is available on email campaigns.
They are also available in the Advanced Search of your Participant list.
How to interpret this information?
Email "Sent"
An email marked as "Sent" means it has left our platform, and we query the API of our router so that it can handle sending the email. The email has not yet reached the recipient.
Once on our router's servers, it processes the email and sends it to the "outside world" (Gmail, Hotmail…). It then notifies us of the result of that send.
Email "Delivered"
When the email has actually reached the recipient's inbox, it is marked as delivered. This information comes from our router and can sometimes take anywhere from a few seconds to several hours to reach us.
Email "Opened"
An opened email is an email that has simply been opened by the recipient.
NB : the rate is expressed as a proportion of the total number of emails sent
Email "Clicked"
This metric is very powerful and allows you to know how your recipients interact with the content you send: a high click rate is a sign of interest. Moreover, regardless of the email reading interface, unlike opens, a clicked link will always be detected.
It is not currently possible to know which link was clicked, only that one of the links present in your emails was.
NB : the rate is expressed as a proportion of the total number of emails sent
Unsubscribed
Emails that have generated unsubscribes will be automatically marked as such and our platform will automatically take this into account for your future sends
NB : the unsubscribe rate is expressed as a proportion of the total number of emails sent
Emails reported as "Spam"
Spam mainly concerns marketing emails: transactional emails often escape this problem.
This rate must be kept as low as possible: it strongly affects your reputation. Of all the emails sent, it corresponds to the number of times people clicked the "Report as spam" or "Junk" button.
This affects your event and can sometimes be problematic for your customer relations strategy. Often, a spam report can result from two scenarios:
The sent email is truly unwanted, because it was never solicited. The problem then lies with your database and it is up to you to act. The rate should ideally not exceed 0.1%. If it is really too high, you could find yourself blocked from sending, with no recourse possible.
An unsubscribe link is present and visible, but recipients use the "Spam" button directly to unsubscribe. This is fairly common, but it is in no way an excuse. Ask yourself the right questions. Was the opt-in procedure clear, for example? You should also think about how you work on engaging your targets. Are the contents you send relevant? Should you change the tone of your messages? Is the sending frequency too high?
Email marked as "Error" / Bounced
An email is declared as "Error" or "Bounce" when it comes back to us directly with an error message from the recipient's mail service: it is therefore not delivered.
Errors are more or less serious, depending on whether they are "temporary" or "permanent". Both cases are handled:
Temporary errors, also called "Soft bounces", can be due to:
a temporary outage on the destination service
a recipient's mailbox that is full
Permanent errors, also called "Hard bounces", can be due to:
a recipient email address that does not exist
a destination service that no longer exists (e.g., tele2.fr)
a server rejection following the two previous errors.
Our router's deliverability optimization system treats temporary Errors as such: once diagnosed, new sending attempts are made automatically. It is only after a certain number of unsuccessful attempts that the email will change to the "Blocked" status (see below), for a period of 90 days.
NB : This rate is expressed as a proportion of the total number of emails sent.
Emails "Blocked" (by the Mailjet system)
One of the strengths of our router is to anticipate certain deliverability problems. A blocked email is therefore not sent: this prevents damaging your reputation by triggering an error on the destination server.
An email is blocked if it has no chance of reaching the recipient. A generated error would harm your reputation as well as all quality indicators: spam rate, error rate...
To decide on a block, the system relies on the sending history and various other parameters. Here are some examples that lead to blocks:
As a reminder, in the case of errors (hard bounce), an email remains blocked for 90 days within our router.
A recipient who has reported you as spam or unsubscribed from your lists
A destination address that has already failed due to a permanent error
An incorrect destination email address
⚠️ The difference between the number of people the email was sent to on the Campaign tab and in the campaign statistics details corresponds to blacklisted people, i.e., those who have already bounced in previous campaigns.
⚠️ The difference between the number of people the email was sent to in the campaign statistics details and in the statistics export corresponds to tests performed and deleted prior to the campaign send, as well as unsubscribes.
How to improve the deliverability of your emails?
Consult and forward this article to the teams responsible for your information system.
How can an email be clicked and remain unopened?
Although it may seem strange, it is possible! If the email client blocks images in emails, the open information is not reported (the tracking pixel is contained in an image). Thus, in cases where the email is opened and clicked, only the click is reported in your statistics.
Conclusion :
By following these steps, you will be able to create, manage and send your email campaigns effectively via Eventmaker. Thanks to advanced segmentation and personalization features, you are assured of reaching your recipients in a precise and impactful way.
Don't forget to regularly check the statistics to optimize your sends and maximize your attendees' engagement!