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Email message insights
Message Insights give you a clear view of how your messages are performing, helping you fine-tune your strategy, increase engagement, and drive more ticket sales.
To view insights for a specific message, simply click its title after it’s been sent.
Overview tab
When you open a sent message, you'll land on the Overview tab — a snapshot that gives you a high-level view of how your email performed.
Key metrics explained
Metric | Definition | Calculation |
Open Rate % | The percentage of people who opened your email.
Open rates are only available for email messages not SMS/MMS. | = Unique opens ÷ (Emails sent – Bounced) |
Click Rate % | The percentage of people who clicked a link in your email. | = Unique clicks ÷ Emails delivered |
Click-to-Open Rate (CTOR) | Of the people who opened your email, how many clicked a link. | = Unique clicks ÷ Unique opens × 100 |
Clicking the ‘View Recipients’ link takes you straight to the Recipients tab for that message.
At the top of your message, you’ll see key details like the send date, sender profile, and the list the message was sent to. You can also click the filter icon to view any filters applied during the send.
Click the "Use filters" button to view a filtered version of your audience table, or select "Go to list" to access the list used in the message send.
Understanding recipients: "Total Sent" vs. "Delivered" state
Total Recipients Sent – The total number of people the email was supposed to reach.
Delivered State – The number of people who actually received the email. |  |
Delivery summary
Metric | Definition |
Delivered % | Emails that were successfully delivered to inboxes. |
Failed % | Emails that couldn’t be delivered, for various reasons. |
Bounced % | Emails rejected by the recipient’s email server. |
Unsubscribed % | People who opted out of receiving future emails. |
Clicking the ‘View Report’ link will take you directly to the Deliverability tab.
Opens vs. clicks graph
This graph shows how your audience interacts with your emails over time — both within the first 24 hours and across 7 days. Use it to identify the best times to send.
Top links
See which links in your email were clicked the most. This helps you learn what content your audience is most interested in.
Conversion tracking
If your message is linked to one of your events, it will automatically track any ticket sales generated from that send. To dive deeper into how ticket sale conversions work, check out this article.
Recipients tab
The second tab within a sent email is Recipients- this gives your a breakdown of all the contacts that were included in this email send.
You can explore how each person engaged with your email:
Recipient Table – Shows each recipient and their actions.
Filters – View people who opened, didn’t open, clicked, unsubscribed, bounced, etc.
Export message recipients
To export the recipient list from a specific email send, click the three dots in the top right corner and choose Export to CSV to download the data for your records.
If you’d like to export data from multiple messages at once, check out the Bulk Exporting Messaging Data section of this article.
Email status definitions
Metric | Definition |
Sent | When a message is registered as sent, that simply means the receiving server has accepted the message, however not necessarily to the recipient's inbox. At that point, the receiving server still has to decide what to do with that message.
Ultimately, the decision about where to put the message comes down to the sending reputation of the sender and the content that is being sent. |
Opened | Represents the total number of people who have opened the communication in their email browser or device at least once since it was sent. |
Clicked | A link inside the email was clicked. Check out this article for more information on link click tracking. |
Bounced | An email bounce happens when a message is rejected by the recipient’s mail server and doesn’t reach its destination. Common causes include full inboxes, inactive or invalid addresses, unresponsive servers, or content-related issues. Bounces reflect a problem with the message—not necessarily the email address. Note: After 7 bounces, an address will be automatically suppressed from future sends. |
Unsubscribed | The person opted out of future emails from that particular list. |
Failed (Deferred) | The email couldn’t be delivered, often due to temporary technical issues. |
Suppressed | Suppressed recipients refer to the number of email addresses that were "pre-filtered" before they were even sent. These recipients were removed from the list due to bounce tolerance failures, which is the number of times an email bounces before it's suppressed. The common bounce tolerance is set to 7, meaning that if an email address bounces seven times, it will be suppressed and not sent to that recipient. |
Note: If you're seeing a high number of bounces, it might be a good time to clean up your email list. For help reviewing a high bounce rate, reach out to your Customer Success Manager for further support.
Link activity tab
The third tab within a sent email is Link Activity- here to help you understand how your audience engages with your links:
Metric | Definition |
Total Clicks | Every time a link was clicked (including repeat clicks by the same person). |
Unique Clicks | The number of individual people who clicked a link. |
Clicks Per Recipient | The average number of clicks per person. |
Click-to-Open Rate | The percentage of people who opened the email and also clicked a link. |
Deliverability tab
The fourth tab within a sent email is the deliverability view- here to help you identify any issues with email delivery.
Key Stats – Includes processed, delivered, bounced, failed, and suppressed emails.
Charts – See which email providers, browsers, and devices your audience uses.
Note: the 'unknown' category in the deliverability page typically shows up when the device used by the recipient doesn't provide enough information for our system to accurately identify it. This can happen for several reasons, such as:
Privacy Settings: Some recipients have privacy settings that block or obscure certain tracking data, preventing accurate detection.
Email host Limitations: Certain devices, such as Apple or Gmail, may not send detailed information about their platform when an email is opened.
Proxy Services: If the recipient is using a proxy service or VPN, it can also anonymize the device details.
Why some messages fail
Messages can fail for several reasons:
The mobile number is not properly formatted
The address doesn’t exist (due to a typo or a fake address).
The inbox is full.
The message was blocked by a spam filter.
The recipient’s email server is down.
The server is over capacity (e.g. the user hasn’t cleared their inbox in a while).
Unsubscribes
This shows how many people clicked “Unsubscribe.” It’s normal to see some unsubscribes — but if you notice a spike, you may want to review your messaging or audience targeting.
Bounce management by Audience Republic
We automatically track bounces and stop sending emails to addresses that have bounced more than 7 times to protect your sender reputation.
Bulk exporting messaging data
If you're looking to export message insights, our platform provides an export feature that allows you to download the content of your messages. This can be helpful for record-keeping, analysis, or transferring data to other systems.
How to export message insights
Navigate to Messaging.
In the top right corner, click the Export Report button.
Choose your desired time range.
If selecting a Custom Range, make sure to specify both the start and end dates.
Optionally, enable or disable the Select Specific Events filter.
Choose your export preference: All, Email Only, or SMS Only.
Click Export.
Once the export is complete, all account owners and admin users will receive the CSV via email.
To prevent certain users from receiving the export data, change their permissions to Standard or Restricted Access here.
What data is included in the export?
Send date
Message name
Subject
Recipients
Revenue (Ticket Sale Conversions)
Unsubscribe
Unsubscribe rate
Unique opens
Unique clicks
Unique click rate
Event name (If included in the export)
Instant click and open rate records
Incoming mail may have aggressive spam filters that open messages and click links in an attempt to expose malicious content. Similarly, to improve the user experience, some email service providers prefetch opens. Currently, our messaging server does not filter clicks or opens from security software or recipient bots. As a result, all click and open rate activity will be included in messaging reports.
Symptoms of Non-Human Engagement
A high number of clicks are reported around the same time that a message is delivered.
The same IP address was reported for a large number of click events. The IP address reported for a click event should be unique to each recipient.
Click Troubleshooting
Some anti-spam filters or recipient servers may use link test software to ensure that a link or visible URL is safe for humans to click in order to avoid phishing scams. Although it improves security, it can complicate the reliability of engagement data for senders in some cases.
Our Messaging Server's system currently does not distinguish between legitimate and illegitimate clicks because the signal is nearly identical for a human user and a bot. They are not able to filter clicks like this from being tracked on our side, as the tracking takes place when a link is clicked, whether or not the click is initiated by a human recipient or software. However, there are tools you can use to try and isolate false positives caused by bots or filters.
Open Troubleshooting
Google and Apple's pre-fetching opens are another source of non-human engagement data. Each provider does this for different reasons: Google to improve user experience, while Apple to protect user privacy.
Gmail detects that someone is active in the inbox, which prompts Gmail to render the content more quickly in order to provide a better user experience with faster loading times.
Apple indicates that the recipient has requested anonymity during the engagement—they are seeking data privacy.
Still need help?
Contact us at support@audiencerepublic.com