Email Metrics

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Overview

Understanding the metrics in your account is crucial to gaining insight into how your marketing initiatives are performing. In this article, you will learn more about what specific metrics in Klaviyo are associated with your customers' interactions with your emails.

Email Metrics

Navigate to your account's Analytics tab and click into Metrics, or view the activity feed of your dashboard, to see the email events in your account. Let’s dive into what each metric means:

  • Bounced Email
    When an email soft or hard bounced
  • Clicked Email
    When a recipient clicked an email
  • Dropped Email
    When an email was not sent because the email address is suspicious
  • Merged Profile 
    When two profiles merge together, one merges “into” the other; the remaining single profile will have this metric tracked
  • Marked Email as Spam
    When a recipient marks an email as spam
  • Opened Email
    When a recipient opens an email
  • Received Email
    When a recipient receives an email
  • Subscribed to Back in Stock
    When a recipient subscribes to be notified about an item being back in stock
  • Subscribed to List
    When someone opts in to a list
  • Unsubscribed
    When someone unsubscribes from emails globally
  • Unsubscribed from List
    When someone unsubscribes from a specific list

9/20/21 Update: with the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.

If you have over 1,000 opens, we suggest moving to utilize click rate data as your engagement driver. It may also be useful to look at the number of iOS-specific users within your data to understand how your open rates will change.

For complete information on ways to potentially mitigate these Apple open changes, visit our iOS 15: How to Prepare for Apple’s Changes guide.

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