Delivery rate tells you how many of your emails successfully arrived in the recipient's inbox. If an email doesn't make it to the inbox, we call that a "bounce". Please be aware that we can't accurately track bounces unless you have authenticated your email domain on the /settingspage. This is strongly advised.

Open rate tells you how many of your delivered emails were opened by the recipient. While we do track multiple opens for the same email, this is not used to calculate your overall open rate. The average email open rate for eCommerce is around 16%.

To track open rate we place a tiny, invisible tracking image on every email. When the email gets opened, the image is loaded from our servers and this allows us to track the open.

This is the standard best practice for open rate tracking, but bear in mind it's not bulletproof. Sometimes email clients will scan incoming mail and record "phantom" opens immediately after the email has been received. More commonly, if if a recipient has images turned off the open will not be tracked which leads to under-reporting. These issues are implicit in all email platforms however, and Pathfinder is no different to any other respectable email service provider in this regard.

Click-to-open rate tells you how many of your opened emails were clicked by the recipeint. While we do track multiple clicks for the same email, this is not used to calculate your click-to-open rate.

The average click-to-open rate for eCommerce is around 14%, however, this only applies for emails with a direct call to action. If you also send email without CTAs, your average will be lower.

To track clicks, we automatically create a secret tracking page for each link create. When a contact clicks a link, they are momentarily passed through this page before arriving at the target URL. This all happens automatically and invisibly to your users. Other email service providers use similar technology.

Unsubscribe rate Unsubscribe rate tells you how many contacts are unsubscribing from your emails. It's normal to have a few unsubscribes when sending email campaigns.

If your unsubscribe rate is particularly high (above 1%) you may want to send less promotional emails and prioritise adding value through interest and awareness campaigns.

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