E-mail Blast metrics are commonly included when gathering reporting data to help determine effectiveness and next steps.
The guide below offers quick explanations for each term.
1) Opened
Open rates indicate the percentage of recipients who opened your e-mail blast.
2) Clicked
Click rates indicate the percentage of total recipients who opened your e-mail blast and clicked a link within the body of your message.
3) Bounced
Bounced rates indicate the percentage of e-mails that were not able to be delivered on the first attempt (includes both "hard" and "soft" bounces, which are further explained below).
a) "Hard" Bounce
"Hard" Bounces are e-mails not delivered due to the address no longer accepting messages or being incorrectly typed.
b) "Soft" Bounce
"Soft" Bounces are e-mails that were not delivered due to the recipient's inbox being full or the recipient receiving a high volume of e-mails at once. 'Donor Management' will attempt to send an e-mail that "soft" bounced three times before considering it a "hard" bounce.
4) Raised
The dollar amount listed here indicates the amount of donations in dollars your organization received in response to your e-mail blast.
No donations in your e-mail blast's metrics?
Certain metrics may take some time to update - it depends on when individuals open their e-mails and when a donor's e-mail provider provides us with those metrics. We recommend periodically checking so you can monitor how those metrics update and change over time, especially within the first 24 or 48 hours.
If you still do not find any donations coming in, you may also want to double-check the URL you included in your e-mail blast's "button." For example, you must provide the full URL to a page (including https://www.) for it to work successfully.
It is also possible that a donor's browser may block you from tracking if they have clicked the link; if an e-mail recipient has blocked "third-party website cookies" on their browser, that information may not be available.
Once a donor clicks on the button you included in your e-mail and are directed to your donation page, they must complete the donation in the same "web session" for the donation to be attributed to the e-mail. If a donor clicks on the link for your donation page and leaves the page without donating, the donation that they have made will not be attributed to your email blast if they return later.