For each email or SMS message, the list of intended recipients is defined by the journey's audience rules and the touchpoint's scheduling rules. From this list some recipients may be skipped, meaning that sending is not attempted for those recipients.
Not: You may have a high successful delivery rate while also having a high skipped rate. This is possible because the delivery rate is a percentage of sent messages, and skipped messages were never sent.
Recipients can be skipped due to one of the following:
Missing info: The recipient's email address is completely empty or null (for email messages) or the recipient's phone number is completely empty or null (for SMS messages). You can filter the delivery history table to find all recipients with missing info, and use that information to update your database with new contact information.
Agency opt-out: A message will be skipped if you have marked the recipient as having opted-out. If you have configured Sense to respect your ATS-marked opt-outs, then you can cause a recipient to be skipped by either marking the opt-out in your ATS or within Sense. If you have configured Sense to ignore your ATS-marked opt-outs, then you can only cause a recipient to be skipped by marking the opt-out within the recipient’s profile within Sense. When a message was skipped due to an agency opt-out, that is shown in the delivery history table in the “skip reason” column. It is not shown in the overview metrics.
Invalid sender address: Touchpoints that are sent to a very large number of recipients require a compatible sender address. That compatible sender address’s domain must be configured with specific DNS settings that designate it as a high volume messaging domain. This configuration segregates your high volume messages from your ordinary touchpoints to help protect your messages from being blocked by service providers. If your touchpoint is scheduled to send at high volume, but the domain of its sender address has not been configured for high volume, then all its messages will be skipped. When a message was skipped due to this kind of invalid sender address, that is shown in the delivery history table in the “skip reason” column. It is not shown in the overview metrics.
Suppression: The touchpoint scheduling rules suppressed the sending to these intended recipients. For example, the scheduling may prevent sending to a recipient who has previously replied, or it may specify sending on a specific time without a grace period for messages that could not be sent at that time. If the suppression rate is unexpected for an individual touchpoint, you may want to adjust the scheduling rules for that touchpoint.
Understanding the graph:
Tap anywhere in the box to expand or collapse it. When expanded, the box shows the exact count of intended recipients (that were skipped due to missing info, or suppression). These counts are shown separately for email and for SMS, as well as for the total of those two.
- All of the numbers in the graph are impacted by your active filters (e.g. "Last 90 days").
- The missing info rate and suppression rate are all a percentage of the list of intended recipients, which is defined by the journey's audience rules and the touchpoint's scheduling rules.
Check out these related articles for more details about Sense Metrics: