Mailing Activity Report - Key Metrics Tab

If there is only one report to be familiar with in Informz, it's the Mailing Activity Report. Every time a mailing is sent, a corresponding report is created with the metrics for that send. It's best time to allow for 24 to 48 hours to elapse before reviewing a mailing activity report. This gives enough time for most subscribers to have had an opportunity to interact with the mailing.

Every open, click, and forward will be tracked in Informz. Carefully reviewing this data will give you key insights into the reaction to this mailing by your audiences.

Key Metrics tab in detail

All mailing reports in Informz are located under Mailings > Reports. The mailing activity report is found on each mailing on the mailing list page.


Sent: Displays a complete list of all the subscribers that were originally sent the mailing. Clicking the hyperlinked number will display the subscribers that make up this number.

Delivered: This is the list of subscribers who received the mailing. A delivery benchmark to strive for is 92%. Informz has an overall delivery rate of 96% because our users practice permission-based email marketing. 

Unsubscribed: This is the total number of subscribers that clicked the unsubscribe link in the mailing. This action means that they will no longer receive any mailing from this account. Clicking the hyperlinked number will display all subscribers that are now unsubscribed. Viewing the comments provided by these subscribers when they unsubscribed may provide insights into what you should consider changing to have increased engagement.

Complaints: These are typically AOL subscribers who have clicked the “Report Spam” button in AOL after receiving your mailing. These subscribers are automatically unsubscribed in Informz. Clicking this link in the report, displays these subscribers that complained. The Informz ISP relations team will handle these complaints.

Mailing Formats

Informz uses “content-type alternative” to create HTML mailings. This approach determines if a recipient subscriber can view the HTML version of the mailing. If not, a text version is also provided allowing the mail client to switch to viewing a plain text version of the mailing. If a subscriber specifically wants to receive the text version of a mailing, this can be selected as part of their profile.

Keep in mind that tracking of a plain text mailing is extremely limited. Only HTML versions of mailings will provide the full suite of metrics most marketers wish to see.

HTML Version: The total number of HTML mailings delivered.

Text Version: The total number of plain text mailings delivered. The subscriber must have “text version” selected in their profile in order for for Informz to flag a mailing for plain text by default.


There can be many different reasons for a mailing not to be delivered. This section of the report delves into these details.

Soft Bounces: A soft bounce is an email that was undeliverable because of any of the following: 

  • Subscriber’s email server is down
  • Subscriber’s email server is not accepting email at the time
  • Subscriber's inbox is full

The Informz system attempts to deliver soft bounces for up to 12 hours after the mailing is published.  If some of the soft bounces were delivered properly to the subscriber’s inbox after the re-send, then the Soft Bounces number will be less than the

Soft Bounces Resent number. After 12 hours it is up to the user to resend by clicking on the Resend to Soft Bounces link. After seven consecutive soft bounces, an email is a considered a hard bounce.  By clicking on the Soft Bounces link, you are able to view a list of the individuals that bounced. Excel version available.

Hard Bounces: A hard bounce is an email that was undeliverable because of any of the following: 

  • The domain does not exist
  • The domain does not have a mail server
  • The e-mail address does not exist on the domain

A hard bounce will always bounce unless the email address is changed. If a subscriber hard bounces 4 consecutive times, the email will be considered a “repeated bouncer” and Informz will no longer attempt to send to that email address. Excel version available.

Blocked: These are subscribers who have blocked your emails from reaching their inbox. The email may have been blocked by anti-spam software installed on their ISP’s or company’s mail server or by anti-spam software installed on the individual subscriber’s computer. Our ISP relations team will investigate all blocks by subscribers try to resolve the issue with the ISP or company.

Repeated Bouncers:  A subscriber becomes a “Repeated Bouncers” when: 

  • An email address has hard bounced 4 consecutive times 
  • An email address has soft bounced 7 consecutive times once the subscriber becomes a repeated bouncer, the Informz system will no longer send emails to that subscriber.

Opens & Clicks

Getting a solid open rate is a great starting metric to pursue. This section of the report provides more details about open rates.

Total Opens: This number represents the total times an email was opened and is not a unique number.

Unique Subscribers:  This is a true measure of the opens. Whether someone opened an email once or five times, it will record that open one time. The open rate percentage benchmark should be at approximately 40%.  The open rate is not inclusive of people who are receiving the text version of your emails, since text versions cannot be tracked. If a recipient views the email in their preview pane, it counts as an open.

Unique Opens: Displays email address and the number of times recipient (receiving the html version) opened the email. Excel version available. The open percentage is calculated by taking the unique open divided by the amount of html email delivered.

Average Opens: This number is based on unique subscribers. If this number is high, (above 2) then you can assume that people are opening your email not through a preview pane, but actually clicking on the mailing to open.

Total Clicks: The total number represents the total times a link was clicked on and is not a unique number. For example, one recipient could click on a link five times. The total number is inclusive of all five of those clicks for that one person.

Unique Clicks: Displays email address and the number of times they clicked on various links in the email. You can drill down further by individual to display the specific link they clicked on and how many times. The click-thru benchmark should be at approximately 20%. Excel version available. Click thru percentage is calculated by taking the unique subscribers who clicked divided by unique number of subscribers who opened.


This section provides insights into if the mailing is being shared or forwarded. High percentages here indicate that the content resonated with the subscriber such that he wanted to let other people know about it.

Total Forwards: This figure tells you how many times the email was forwarded (by using the Forward button on the browser). A forward is only counted if it is made to an IP address that is different from yours. If it is the same, then a forward would not be recorded. If someone forwarded the email more than once, it will count towards the total. It is not possible to determine who the email was forwarded to (since it is opening a separate browser). 

Unique Forwards: A true measurement of how many people are using viral marketing. Displays the email address of the forwarder and also the total number of times they forwarded the email and well as a total ratio.

Send to Friend Usage: If you have the Send-a-Friend feature enabled on your template, then you are able to record the number of times the feature was used, to whom the email was sent to and who sent the email.

Social Posts: This area records any of the sharing on social media sites when your subscribers share your mailing on their social Media Sites.

90 Day Rule

The drill down data - from a hyperlinked number on the report - that accompanies the mailing activity report is available for 90 days from the date the mailing was sent. If this data is needed for analysis outside of Informz, export the report to Excel and store the data on your computer.