General details and interpretation of reports

  • Updated

Reports page shows the general information of a message by default. If your account is also set up for advanced reporting, you can see more detailed information about deliveries by clicking the name of the delivery you want on the Reports page.

General details of the message


1 The General details show, for example, target lists, numbers of successfully delivered, and faulty addresses. Press the View icon to view information about the subscribers in each group. You can also download the list to your computer.
2 Unsubscriptions from message shows the number of subscribers that unsubscribed through the cancellation link in the message.
3 Track message opens shows the total number of times the message was opened and the Open Ratio.
4 Track link clicks shows the total number of clicks and the Click-Through-Ratio, as well as the Click-to-open Ratio that tells how many of those that opened the message also clicked the link in it.

If the Detailed reporting and/or RSS archive features are available, these can be viewed in different tabs in addition to the general information. The tabs cannot be accessed if the message has not been opened or clicked on.

Send report tab allows you to send the report to an email address or copy the link to the report page. The report can be viewed through the link without signing in to LianaMailer.


You can determine your own labels for newsletters, for example, internal/customer/marketing newsletter. The statistics of newsletters are available according to these labels on the Reports main page.

Labels are added to the labels field that is on the right-hand side of the view. Labels can also be deleted from the same field by taking the cursor to the label and clicking the delete icon. The reporting labels can already be added to delivery when creating one.

7 So that the test deliveries wouldn't affect the overall statistics of all deliveries, you can mark a test delivery by ticking the "This is a test delivery" box on the report page.
8 If the message archive is public, the Show from archive will redirect the user to the browser version. This link is useful if, for example, you want to share the letter on the website. The archived version of an already sent newsletter can be modified from the Modify archived version button. From Open the newsletter for re-delivery, you can open an already sent message for editing and redelivering. You can download the report in PDF format by clicking Download the newsletter as PDF. It is possible to get your company logo to the PDF. Contact our support team if you want to know more.


Report terminology

Below you can see report terminology explained

Target list
The list to which the message was sent to.

Total recipients
The number of subscribers on the mailing list.

Total delivered
The number of messages delivered.

Successfully delivered
The amount of deliveries that were successfully delivered. The amount of deliveries that were unsuccessful for some reason have been subtracted from the total number of deliveries.

A delivery to an address may fail for the following reasons:

  • A spelling mistake in the email address
  • A closed / terminated email account
  • The recipient's inbox is full
  • An error in the recipient's email server

Faulty addresses
The number of faulty addresses. For example, if the email address has included forbidden characters that the email server hasn't allowed.

Excluded recipients
Addresses determined to be exluded from the delivery. If a letter has been sent to several lists, duplicates will appear in this section. 

Subscriber retention rate
Invalid addresses and unsubscriptions lower the subscriber retention rate.

Unsubscriptions from message
The number of unsubscriptions from the cancellation link in the message. The unsubscribe-ratio is determined by dividing the unsubcsription number with the number of successfully delivered.

People who opened
Number of people who opened the message.

Total opens
How many times a newsletter has been opened.

The tracking occurs in the following way: an image, which has to be downloaded from the internet, is embedded into the email. Most email programs do not download images automatically, but ask the user to press a download button before loading. Nowhere near all users do so, which decreases the Total Opens.

Sometimes the report will show that more people opened a message than there are Total Opens. This is because some users have not enabled the image to be downloaded, but have still clicked on the links in the message. These users are added to the People Who Opened count, but are not shown in Total Opens.

The Total Opens count will be 0 if it has not been enabled for the specific delivery.

Open Ratio (OR)
The number of those who opened the message in relation to the number of successfully delivered messages. Open Ratio is not a exact number because it is technically impossible to register all opens. Everyone who clicks on the link is also perceived to open the message.

People who didn't open
The number of recipients who left the message unopened.

The number of people who clicked on the links in the message.

Total clicks
The total number of clicks on the links.

Click-through-Ratio (CTR)
The number of people who clicked on the links in relation to the number of successfully delivered messages. Click-through-Ratio can be used in assessing how interesting the link is when it is compared to the location of the link in the newsletter.

Total delivery CTR = Amount of separate clickers / Succesfully delivered = CTR %

In analyzing the results you should consider the following points:

  • Can the clicker see the message immediately after opening?
  • Is the headline alluring enough?
  • Where is the link located?
  • Does the user have to scroll down on the screen to see the link?
  • What size is the link, is it noticeable?

Click-to-open Ratio (CTOR)
Click-to-open Ratio tells how many of those that opened the message also clicked the link in it. 

How many email addresses were in the register during the time of delivery.


Report interpretation

The most important step of report interpretation is comparing the results with previous deliveries. For example, if a delivery has a 15% open ratio and the next one has a 10% one, then it can be concluded that the second one was less successful. This is probably because of a poor headline, or because most email servers interpreted it as junk mail. Following these statistics allows for better newsletter design in the future.

Some report details are only visible if the Detailed reporting has been enabled. Ask for more information from our sales team.

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