What’s in a Name?

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Theme tune for this post is
The Ting Tings – That’s Not My Name


In the last update to Maxemail we made some changes to the terminology we use to describe basic reporting stats such as opens and clicks… First of all let me explain the thinking behind this and then I’ll cover each one with a short description of what they mean and why you should be taking notice of them.

Way back when Emailcenter was knee-high to a grasshopper, some decisions were made about the naming conventions for particular features. This worked fine to begin with, but over time we have watched the rest of the email marketing industry closely and observed some standard terminology emerge and evolve. At Emailcenter we simply wanted to align ourselves with these in order to make sure we are singing off the same reporting hymn sheet as others. This also comes in handy when new customers move to Emailcenter and Maxemail as their ESP of choice, as they will be faced with the reporting terms they have become used to over the years, and will see immediately where the additional stats they now have available to them are, enabling them to gain the benefits from these right away.

So with that cleared up lets look at the key data every Marketer should be looking for on all their email campaigns…


The total number of recipients sent to. Obvious maybe, but a good reminder about the total number of recipients you intended the campaign to go to in the first place.

Delivered and Bounces

There are two types of bounced emails, Temporary and Permanent. Temporary bounces are generally errors on the recipients side like a full mailbox. Permanent bounces are incorrect addresses or addresses that are no longer active.
It is always a good idea to keep a close eye on this one to assess the quality of your data. A low delivery rate (or more specifically a high bounce rate) would suggest that the data you are using is of low quality. At Emailcenter we work with our customers to grow their lists organically rather than simply buying data. Data gathered yourself, using well thought out methods, will always return better results and is always the preferred method of more reputable companies.


This will tell you the number of individuals who opened your email. It only records the first open from each recipient and can be used to see the percentage of your Delivered number who were interested enough to want to read more than the subject line. Good subject line testing will help you understand the kind of message that draws people in to see your content.

Total Opens

This figure shows you all opens of your email including multiple opens by the same recipient. This can often be an indicator of how interesting or useful your content is. The higher this number is in comparison to your regular Opens figure, the more people are returning to your message to read again (or maybe click another link).


As with Opens this figure is only counting the first click on the email from each recipient. Multiple links and clicks are ignored, so again, this can provide a good indication of the percentage of your Delivered number who found the content compelling enough to want to click through to find out more.

Total Clicks

The same idea as Total Opens, this figure will tell you how many times your email has been clicked on in total. It includes multiple links and even multiple clicks on the same link by the same recipient. This can tell you how engaged your audience is with your content. It lets you know that they are at least opening more than one link (one time) each, which in turn should tell you that they care enough about your content to want to come back and find out about multiple items within the email.

Link Clicks

This one can sometimes be misunderstood and under-used. The definition of this figure is “The number of clicks by individual recipients on individual links within your email (does not count multiple clicks by the same recipient on the same link)”. This essentially means you can see how much of your email is being engaged with and use this information to enhance your future email campaigns.

Per Open

From the recipients who opened your email, this is the percentage of those who then went on to click through to your website (or wherever else the links go to). This one is a clear sign to you about how engaging your content is. It’s all very well having a high Open rate but if recipients open but never click, you are not maximising the potential of your campaign. Maxemail has tools to help you test and improve your content including Split Tests and the more in depth Multi-Variant Testing. The name of the game here is to hold the interest of a recipient who felt compelled to open your email and ultimately encourage them to click through and continue their journey with your brand.


Like bounces, a close eye on this figure will keep you up to date with those who are no longer interested in your company’s emails. There can be a certain amount of list fatigue which is inevitable, but if this number starts to rise dramatically it could be worth considering a change to your approach. Maybe freshen up your content or design or even talk to your customer base about new offers rather that continually bombarding them with the same old message week after week.

In Summary…

What we have covered here is, of course, only the tip of the iceberg when it comes to understanding how your emails are performing. Maxemail puts a wealth of reporting tools at your fingertips, allowing you to dig down ever deeper to understand just how your audience is engaging with your campaigns. Using these tools can help you continually evolve your overall marketing strategies making sure you are delivering the right messages at the right times to drive up your return on investment.

To find out more about how Emailcenter can help you get the most out of your email marketing, speak to us today on 01237 811 884

About Matthew Serbyn

Product Manager at Emailcenter, the UK's largest independent ESP.