Collect Email Metrics

Email data and metrics for Salesforce Marketing Cloud

Email data and metrics can help you determine the effectiveness of your communications and fine-tune them to improve their efficiency.

Data types

Type Description
Messages Sent
The number of outbound email messages sent as part of a particular mailing.
Messages Delivered
The number of sent email messages actually delivered to recipients' inboxes. If they are not delivered, that means they've bounced (see below).
Hard and Soft Bounces

A hard bounce is an email message that is undeliverable for permanent reasons, such as when it's sent to an email address that is invalid or no longer exists. A soft bounce is an email message that is undeliverable for temporary reasons, such as when it's sent to a recipient whose mailbox is full. Ideally, you should track both.

For more about bounces, see Bounces in Salesforce Marketing Cloud

Unsubscribes
The number of individuals who have unsubscribed from your list.
Messages Opened
The number of recipients who open your email to read it.
Click-Throughs
The number of times any recipient clicks on any trackable link within the email message.

Email metrics

Type Description

Open Rate

Determines what percentage of recipients actually opens your email messages. To calculate open rate, divide the number of messages opened by the number of messages delivered.

Open rate = # of messages opened / # of messages delivered

Click-Through Rate (CTR)

The number of click-throughs divided by the number of messages delivered.

Click-through rate (CTR) = # of click-throughs / # of messages delivered

Response or Conversion Rate

The number of desired responses, such as donations, divided by the number of messages delivered.

Response rate = # of actions taken / # of messages delivered

Unsubscribe Rate

The last critical item to track is the unsubscribe rate, or the number of unsubscribes divided by the number of messages delivered.

Unsubscribe rate = unsubscribes / # of messages delivered