Customer Issue

In the campaign delivery report, I see that the email open rate; however, in looking at the campaign performance report, do you know why the % of opened users says a different percentage?

Resolution

The Email Open Rate is the percentage of emails delivered that were opened.

Email Open Rate = Emails Opened / Emails Delivered

The Campaign Performance Report on the other hand calculates % Opened Users from unique reached users where there is activity indicating the campaign was opened on any platform.

% Opened Users = Opens / Reached Users

Because an email recipient is not counted as reached until they open the email, email campaigns will tend to have a higher % Opened Users than Email Open Rate.

Metrics may also be skewed if email content from Firstup is not correctly allowlisted so not all email activity can be tracked. For more information: Allow Images and Links in Email from Firstup.

Example

Campaign Delivery Report:

Email Open Rate = 362/1601 = 23%

Campaign Performance Report:

% Opened Users = 371/375 = 98.9%