Engagement Metric Definitions

It's important to understand how email engagement metrics are derived for 2 reasons: 1) so you understand how to interpret the metrics; and 2) because email platforms sometimes vary in how they define metrics.

Here's how Breaker defines core engagement KPIs:

• Click Rate: Unique Clicks as a ratio of delivered

• Click Through Rate: Unique Clicks as a ratio of opens

• Delivered: Recipients minus soft bounces and hard bounces

• Open Rate: Unique Opens as a ratio of delivered

• Recipients: Active, valid subscribers who were sent your email(s)

• Spam Complaint Rate: Spam Complaints as a ratio of delivered

• Unique Clicks: Subscribers who clicked at least once

• Unique Opens: Subscribers who opened at least once

• Unsubscribe Rate: Unsubscribes as a ratio of delivered

In campaign reports these metrics are expressed in relation to that individual email.

In your aggregated performance these metrics are expressed in aggregate in relation to your total send volume (for example: total unique opens as a ratio of total sends delivered in a given time period).