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 - Soft bounces are instances in which the email is undeliverable, but the specific bounce message indicates that the error may be resolved before the next send. Contacts with soft bounces will still be eligible for future sends. When a soft bounce occurs HubSpot will stop trying to send that specific email message but the next time the email address is sent to, HubSpot will try it again. This is because the address has not been marked ineligible in HubSpot's database.
- 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 or dragged it from their inbox into their junk folder. Contacts that mark your email as spam are automatically unsubscribed from all of your emails. Please be aware that Marked as Spam is not the same as an email going into a spam or bulk email folder.
How to improve your email deliverability
To gain a solid foundation in understanding email deliverability, you can review this HubSpot Academy lesson. The lesson provides clear and thorough resources to cover the major notes of improving deliverability, like keeping a close eye on your contact lists and learning from the results of your marketing email campaigns.
You can also check out this blog post which details some of the following best practices below:
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 a shared IP is largely determined by the behavior of the deliverability of the whole group, some