Key email terms
Understanding the email terms is key to understanding how your contacts are interacting with your emails. Please find below a list of key email metric terms to know:
- Selected - The total number of contacts on your selected recipient lists minus blocked recipients (exclusion lists). Please be aware that if your email message contained multiple recipient lists, we compile a final list of contacts and remove duplicates so no one receives more than one of the same email message.
- Sent - The number of contacts that were selected to be sent the email minus ineligible (previously hard bounced or unsubscribed) contacts.
- Not sent - Contacts that were excluded prior to sending as they previously unsubscribed, previously marked an email you sent as spam, or previously hard bounced (these are also called ineligible contacts). In some instances, you may also see the term Dropped, which basically means an email was not sent to contacts because they are already ineligible for email.
- Delivered - The total number of email addresses whose server reported to us that the email was delivered. This number generally equals Sent minus Hard Bounce, Soft Bounce (pending).
- Opened - The number of emails that were opened and had “display images” enabled. Keep in mind that only about half of all email clients display images by default, so this metric is more useful as a general directional indicator rather than a source of raw numbers.
- Clicked - The number of unique recipients who clicked on any link in your email, excluding the Unsubscribe and Subscription Preferences links.
- Hard Bounce - A hard bounce means that the address is invalid and should not be sent to again. The email might belong to an unknown user, the content of your email might have triggered their spam filter, or the server might have seen too many other contacts marking your email as spam. When a contact’s email returns a hard bounce, they will be marked as ineligible the next time you include them in a send.
- Soft Bounce - A soft bounce means that the email temporarily failed to reach its intended recipient. The email will be resent for up to 72 hours or until it’s either successfully delivered or it fails more permanently. This count is the total number of email addresses that returned a soft bounce at any time during this send. Recipients that return soft bounces will still be eligible for future email sends. Deferred is also a Soft Bounce, and in the same manner the email message will continue to be resent for up to 72 hours.
- Unsubscribed - The number of contacts who unsubscribed (opted out) from a particular email. They will be marked as ineligible for your subsequent campaigns.
- Marked as Spam / Spam Report - The number of contacts that actively marked your email as spam. Contacts that mark your email as spam are automatically unsubscribed from all of your email. Please be aware that Marked as Spam is not the same as an email going into a spam or bulk email folder.
Please note: Soft bounces that are not sent successfully within 72 hours will be marked as a hard bounce for a temporary reason in the details of the Recipients Tab. Unless this behavior persists, the contact will still be eligible to receive future emails. Check out this resource for more detailed information about hard bounces and soft bounces.
How to improve your email deliverability
HubSpot made a video that hits on the major notes of improving your email deliverability, like keeping a close eye on your sender score and learning from your sender score report, as well as following the tips below:
There are also things you certainly have control over within your own email to make them look more legitimate to email providers. It's important to remember all the things you should be doing when you're crafting your email, but it can be just as important to know what not to do if you want your emails to land in your contacts' inboxes.
Most emails sent through HubSpot use shared IP addresses, and although HubSpot does not have a published deliverability for our network, HubSpot's email sender scores generally remain in the high 90s. Because the Sender Score of shared IP is largely determined by the behavior of the deliverability of the whole group however, some senders prefer to use their own IP address to have more control over their individual sender reputation and deliverability. For those customers, HubSpot offers a dedicated IP address. Check out this link to learn more about that.