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SendGrid Email Marketing Service Tutorial: Understanding Your Marketing Email Statistics


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We’re happy to continue our VidGrid tutorial series in support of the release of our Marketing Email Service. This series walks you through each step of creating your email marketing campaign to make sure that you have the best experience possible.

In this installment, Keanon helps you understand how to interpret your statistics and email delivery metrics after you’ve sent your marketing email.

Video Transcription

Starting from your newsletter dashboard, you’ll see that it says global newsletter stats. This graph is showing how all of your newsletters are being received by all of your recipient lists. It’s a global view of all of the sending that you’ve done through this application.

Email Delivery Metrics

Over on the right, you’re going to see a little button, when you click, it will actually allow you to pick a specific newsletter and then view the metrics and statistics for it.

Going back to global statistics. We’re going to see from left to right:

  • Requests
  • Delivereds
  • Opens
  • Unique Opens
  • Clicks
  • Unique Clicks
  • Click-through ratio
  • Bounces
  • Spam reports
  • Repeat spam reports
  • Unsubscribes
  • Repeat bounces
  • Invalid emails

If we scroll down, we’ll see that all of those delivery metrics are actually given in a numerical and percentile form. Here’s what each of these metrics means:

  • Request: is any time you attempt to send a message through your newsletter to one of your recipients.
  • Delivered event: is recorded when SendGrid is successfully able to hand off the message to the recipient server. From that point on, it is the recipient server’s job to pass off that message to the user or filter it through to their security protocols.
  • Open event: is tracked when a recipient clicks on the display images option inside of their email client, or if they have their email client set to open images by default. We are able to track opens by embedding a single pixel image into the message so when images are displayed inside the recipient’s email client, we receive confirmation and we can pass it on as a statistic for you. Now, opens will generally be a little higher than some of your other metrics because your recipient can open a message multiple times and we will track each one of those.
  • Unique opens: are only tracked the first time that the recipient opens your newsletter.
  • Clicks: are recorded when one of your recipients clicks one of the links inside of your message. Just like opens, there can be multiple clicks recorded for each recipient. Either because you have multiple links in your newsletter or because they’ve gone back and clicked the same link multiple times.
  • Unique clicks: operate the same way as unique opens do. A unique click is only recorded the first time a recipient clicks on one of the links in your newsletter.
  • CTR: stands for click-through ratio. This is the percentage of recipients who have clicked a link in the newsletter that you sent them. If you hover over that percentile, you’ll see that the ratio is calculated by dividing unique clicks by unique opens.
  • Bounces: track anytime that SendGrid receives a bounce message error from a recipient server. Generally it’s because you’ve sent to an address that doesn’t exist or to an address that is not accepting mail. A bounce is recorded when you send to an address that rejects that message.
  • Spam report: is recorded anytime a user marks your email as spam within their email client.
  • Repeat spam report: is recorded when you attempt to send your newsletter to a recipient who has already marked your newsletter as spam. SendGrid drops these messages prior to sending so as to protect your sending reputation and not damage the sending history on your IP address.
  • Unsubscribes: track the number of recipients who have clicked the unsubscribe link within your newsletter.
  • Repeat bounces: work just like repeat spam reports. They are recorded when you attempt to send a message to an address on your your recipient list that has previously bounced. These messages are also bounced by SendGrid in order to protect your sending reputation and your IP sending history.
  • Invalid email: is recorded when you attempt to send to an address that doesn’t exist or has a bad domain. For example: if you have a user1@yahooo.com –misspelling of Yahoo!.

You can also get to the statistics for an individual newsletter by going up to My Newsletters, clicking on “Manage” waiting for the list of your newsletters to load, then hovering over the newsletter you want to look at and clicking the “Stats” option.

Over to the right, we have a quick preview of many of the metrics that you would look at to see how your newsletter is performing: sent, opens, unique opens, open rate, total clicks, CTR, opt-out/unsubscribe rate, and spam reports. But again, you can simply click on the stats option when hovering over a newsletter. When that page loads, you’ll be able to see how that individual newsletter performed.

Now this is the same info that you would be able to look at from your newsletter dashboard, however here, instead of specifying a newsletter, you can actually specify a recipient list for the newsletter you sent and see how that list itself responded.

Now the final option is in the top left corner, you can actually download or print these statistics directly from your newsletter dashboard.

For more information on SendGrid’s Marketing Email Service click here. And to access the whole VidGrid library click here.


As SendGrid's Manager of Content Marketing, Jillian is responsible for ensuring that SendGrid provides valuable thought leadership content through the blog, whitepapers, webcasts, case studies, and more. An editor and writer by trade, Jillian considers The Chicago Manual of Style one of her favorite reads.

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