Table of Contents:
Table of Contents minLevel 2
Delivery and Email Marketing KPI Terms Explained
The following is a list of delivery and Email Marketing KPIs you'll find in all the various Ongage analytic reports.
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Opens
- The 'Open' value is the raw number of email messages that were opened (aka viewed) by all contacts in a given campaign or over a selected time frame (see in the following section about how Ongage counts opens).
- Ongage counts each time a contact opens the message you've sent. For example, if the contact opened your email 3 times, the system will register 3 (raw) opens. See the following Unique Opens.
- The accompanying rate value is based on Opens / Success.
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- These are emails addresses that Ongage sent over to the SMTP vendor in order to be sent-out, but ended up not getting sent by the SMTP vendor. So they are neither Sent nor Bounced (and neither hard bounced nor soft bounced). This is by and large a rare scenario and does not happen on all SMTP vendors. Moreover this only occurs if and when the sender has a reputation issue with one or more Mailbox services (aka ISPs), they are sending to e.g., Gmail, Yahoo, Oulook, etc. This is what happens: let's say the sender has a reputation issue with Outlook.com. Due to that Outlook.com will only accept a certain amount/rate of emails per hour from that sender. If the campaign is large, in the end not all email addresses will end up getting sent. Those that don't get sent, become deferred / expired. Currently in Ongage there is no special designated status for deferred / expired, as there is for hard bounces and soft bounces. Since they were never sent, you'll see a notably lower sent count than targeted when this occurs. That along with often a high soft-bounce rate, is usually a strong indicator for this issue. Sending a Mail-Tester can often further confirm a related reputation issue.
Delivery and Email Marketing KPI Terms FAQ
FAQs about some of these terms and how they work in Ongage.
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How does Ongage count opens
- Ongage automatically places a 1x1 transparent image pixel into the bottom of each email message. When that image is downloaded it is tracked via Ongage's tracking server. This 1x1 transparent image pixel is placed right before the closing </body> tag, i.e., at the bottom of the HTML email message.
Note: When exporting Openers for campaign X, that number should match the number of unique opens (as the raw open count will be bigger, as the raw count includes recipients that opened an email more than once).
Opens in Ongage are implied
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For how long does Ongage collect Open and Click Stats for a given campaign
- Ongage collects Opens/Clicks for all campaigns that were sent up to 45 days ago.
- Meaning if you open/click an email message, that was sent more than 45 days ago, those stats will not be counted, and the behavioral will also not be registered.
Are the 'Unsubscribe' and 'View Email in Browser' links counted
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How long do we maintain the 'View in Browser' link
- 90 days
Addendum
Gmail Discrepancy in Open Rates
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| Info |
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Gmail offers a feedback loop (FBL) to high volume senders and email service providers (ESPs). The Gmail FBL is not like those offered by other mailbox providers, because it does not send complaints in the Abuse Reporting Format (ARF). Gmail's FBL only provides a report with aggregated spam statistics for @gmail.com recipients based on specific identifiers in the header, in order to protect their users' privacy. It is important to note that some lower volume senders may not see feedback loop data, even if all requirements for implementing the feedback loop are met. Gmail requires senders to hit an undisclosed volume and spam complaint threshold for data to be available. So, large volume senders and ESPs typically benefit the most from Gmail's feedback loop data. |
To implement the feedback loop, Gmail requires that you insert a special header called the Feedback-ID. And the header is required in either of the following formats:
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- “a:b:c” are the optional 3 fields which can be anything you choose (campaign/customer/other)
- “SenderId/ESPid” is the only required field. This ID corresponds to an Sender/ESP customer and must be unique and persistent to that customer.
For the optional 3 fields, in Ongage you can inject following values:
- Literal value e.g., 10, IP-Pool, etc.
- Ongage System Field For example {{ocx_mailing_id}}, {{ocx_child_id}}, {{ocx_esp_id}} etc.
- Ongage Dynamic List Field For example {{unique_id}} where "unique_id" is the custom data field added in your Ongage List.
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The following is a not an exhaustive list:
Bluetie/Excite
Comcast
Cox
Earthlink
Fastmail
Gandi
Italiaonline (Libero and Virgilllo)
La Poste
Locaweb
Mail.Ru
Microsoft JMRP
Microsoft SNDS
OpenSRS/Tucows
QQ.com
Rackspace (formerly Mailtrust)
Seznam
SFR
SilverSky (formerly USA.NET)
Swisscom
Synacor
Telcom Italia
Telenet
Telenor
Terra
United Online/Juno/Netzero
UOL
Virgin Media
Ziggo
Gmail
Yahoo