Email Metrics

Below are the available email metrics from Inbox. Review how they are calculated and what they can tell you about your email engagement.

EMAILS SENT

Emails Sent is the number of emails successfully delivered to recipients.
For example, If your list has 100 contacts, but 2 are opt-outs, 1 is an error, and 1 bounces, your Emails Sent is 94.
What it tells you: This is your audience reach. We use this accurate count rather than your total list size to calculate your Open and Click rates.

The percentage of your contact list that successfully received the email. It is calculated by dividing emails sent by the total contacts in your list.
What it tells you: This measures the quality of your contact data.
Benchmarks:
- Greater than 90%: Good quality. Your list is up-to-date and requires little maintenance.
- Lower than 80%: Low quality. Your list likely contains outdated email addresses or contacts who have changed firms. Action Required: You should review and clean your list immediately to avoid being flagged as spam.

Displays the number of individual contacts who opened your email compared to the total number of emails sent. For example, 25 / 100.
What it tells you: This measures the effectiveness of your Subject Line.
Note: In some organizations, corporate policies may automatically “open” emails to scan them. If an open rate looks suspiciously high, look at Clicks for a stronger sign of genuine interest.

Displays the number of unique accounts where at least one recipient opened your email, compared to the total number of firms targeted. For example, you emailed 10 people at Goldman Sachs Asset Management. Even if only 1 person opens it, this counts as 1 account opened.
What it tells you: This measures account reach. It helps you identify which accounts are engaging with your content, providing a firm-level view of interest regardless of which specific individual clicked.

The count of all times your email was opened, including multiple opens by the same person.
What it tells you: this indicates the total volume of activity on your email.

The number of individual recipients who opened your email at least once. For example, if a single contact opens your email 10 times, it counts as 10 Total Opens but only 1 Unique Open.
What it tells you: It tells you exactly how many distinct people viewed your message, regardless of how many times they came back to it.

The number of times your email was kept open for 16 seconds or more.
Note: This metric only captures data from recipients using Outlook Classic. For recipients using Outlook on the web or mobile device, or Gmail, this number will always display as 0, even if they read the email.
What it tells you: This measures quality engagement. It distinguishes genuine interest from skimming by confirming the recipient spent meaningful time with your content.

The number of times your email was viewed for less than 16 seconds.
Note: This metric only captures data from recipients using Outlook Classic. For recipients using Outlook on the web or mobile device, or Gmail, this number will always display as 0, even if they read the email.
What it tells you: This indicates skimming. The recipient likely viewed your email in the preview pane or opened it briefly before moving on.

Applicable only if your email contained links. The number of individual recipients who clicked at least one link in your email.
Note: Firms may test click links to check for malware. If you see a high number of clicks immediately after sending, verify if they are genuine by checking if the recipient also spent time reading (total reads or total previews).
What it tells you: These are the prospects you should prioritize for a follow-up call.

Applicable only if your email contained links. Displayed as a percentage. The percentage of recipients who clicked at least one link compared to the total number of emails sent.
Note: Firms may test click links to check for malware. If you see a high number of clicks immediately after sending, verify if they are genuine by checking if the recipient also spent time reading (total reads or total previews).
What it tells you: It combines the effectiveness of your subject line - driving the open and your content - driving the click.

Applicable only if your email contained links. Displayed as a percentage. The percentage of recipients who clicked a link out of those who opened the email.
What it tells you: This measures content effectiveness.
- High CTOR: Your content was relevant and the call to action was clear.
- Low CTOR: Your subject line got them to open, but the content inside did not interest them enough to click. Refine your email body.

The date and time of the most recent activity from any recipient.
What it tells you: If the date is recent, it is a call to action for you to review follow-up.

The number of emails rejected by the company’s email server. This happens because the email address does not exist or the recipient is blocking the email.
What it tells you: This indicates Invalid Data. Remove these contacts from your list immediately to maintain a high delivery score.

Applicable only if you use Tier1’s unsubscribe feature. The number of recipients who asked to be removed from your list.
Inbox mass email will not email contacts who have unsubscribed.

Applicable only if you use Tier1’s unsubscribe feature. Displayed as a percentage. The number of unsubscribes divided by the number of emails sent.
What it tells you: This measures email fatigue. High rates such as greater than 0.5% suggest your content is irrelevant or sent too frequently.

The number of recipients who explicitly marked your email as spam.
What it tells you: This is a critical warning. Even a small number like 0.1% is dangerous. It suggests your content is not relevant to the audience or you are emailing people who did not agree to receive your content.

The number of emails temporarily delayed.
Possible causes:
- The recipient’s company does not recognize your IP address and may think you are sending spam.
- The recipient's mailbox is full.
- Recipients have marked your email as spam, but not enough times to block you. The recipient server refuses to receive more email from you until they can learn more about how their users interact with your emails.

The number of emails the system refused to send. This occurs because the email address has previously bounced or the recipient previously marked you as spam.