After a campaign is sent, the user can evaluate various performance metrics associated with a campaign. Each is defined as follows:
- Opened: The number of successfully sent messages that were opened.
- Opted-Out: The number of successfully sent messages that were opened and resulted in the recipient opting-out of receiving future communications.
- Undelivered: Of the total number of intended recipients, the number of messages that didn’t make it to the user’s inbox (i.e. bad/no email address, etc.).
- Not eligible: Of the total number of intended recipients, the number that had a communication preference indicating they don’t want to receive email.
Note that the “Opened” and “Opted-Out” statistics will have the same denominator and look only at the number of messages that reached the recipient. Thus, if a campaign had 100 recipients but 25 messages bounced back, the denominator for “Opened” and “Opted-Out” would be 75.
“Undelivered” and “Not eligible” denominators will also equal one another, but these statistics are based on the total number of intended recipients for the campaign. Thus, if a campaign had 100 recipients the denominator for both of these statistics would be 100 regardless of how many messages bounced back, how many patients lacked email addresses, etc.
In summary, “Opened” and “Opted-Out” metrics look only at the messages that arrived at the recipient’s inbox in an effort to make these statistics as accurate and useful as possible. Given that these metrics can depend on the email habits of patients, it is expected that the statistical performance of a campaign can fluctuate in the first few days after sending.
The Campaigns Overview Screen displays these statistics in dedicated columns where the user can link to more detailed information about the included patients: