This graph only includes emails that contain any link other than a link to a Sense survey or a chatbot. These are typically from touchpoints that have the goal of getting the recipient to tap a "call to action" link. For this type of touchpoint message, Sense measures two steps in the recipient funnel. Only the last step, a click, is counted as a conversion.
Delivered: The number of email messages that were successfully delivered, as reported by the email service providers. The delivered count is not shown in this graph, but is used to calculate the percentages for the opened and clicked rates.
Opened: After the email was successfully delivered, if the recipient views the content of the email, then in most cases that will cause an invisible "pixel" image to be requested from Sense servers. When Sense servers receive that request, we count that email as opened. If the open rate is low, this may indicate that the touchpoint scheduling or email subject can be improved, or it may simply indicate stale leads.
Clicked: The recipient clicked on any of the links in the email and Sense servers received the request to load that linked URL. This is also considered "converted" and shown in the conversion summary graph. If the opened rate is high, but the clicked rate is low, this indicates that the email content, and especially the call-to-action to click on the link should be examined for improvement.
Understanding the graph:
Tap anywhere in the box to expand or collapse it. When expanded, the box shows the exact counts of opened and clicked email messages for emails with links.
- All of the numbers in the graph are impacted by your active filters (e.g. "Last 90 days").
- The rates shown for opened and clicked are a percentage of delivered email messages.
Check out these related articles for more details about Sense Metrics: