Email and text deliverability — what the numbers mean

By the end of this article you will be able to tell a healthy sending month from one that needs attention, and know what each of the twelve counts is actually counting.

Reports › Customers & Marketing › Deliverability counts what happened to the emails and text messages the app sent on your behalf — confirmations, reminders, invoices, review requests and broadcasts alike — over a date range. It is available on every plan.

Pick the period

1. Under Date Range, set From and To. The report opens on the current month.
2. Refresh reloads the counts.

Email

• Delivered — messages the recipient’s mail server accepted.
• Opened and Clicked — open and click events reported by the recipient’s mail client. These count events, not people: a customer who opens a message twice counts twice, and some mail clients never report an open at all, so treat them as a trend rather than a rate.
• Hard Bounced — the address does not exist or refuses mail permanently. Soft Bounced — a temporary failure, such as a full mailbox.
• Complaints — the recipient marked a message as spam.
• After a hard bounce or a complaint, the address is put on your suppression list and marketing emails skip it from then on. Transactional messages tied to a job or an invoice are still attempted. The list is not something you edit: if an address was suppressed by mistake, contact support to lift it.

SMS

• Queued — accepted by the app and waiting to be handed to the carrier.
• Sent — handed to the carrier and not yet confirmed either way.
• Delivered — the carrier confirmed delivery to the phone. Failed — the carrier rejected it after acceptance, for example an invalid or unreachable number.
• Unknown — a send that was interrupted before its outcome was recorded. The app does not know that these failed, only that it never learned what happened, so they are kept apart from Failed rather than folded into it.
• Clicked — messages whose tracked links were tapped at least once. Each message counts once however many times its link was opened.

Good to know

• Counts, not rates. The report shows raw counts by design; divide Opened by Delivered yourself if you want an open rate, remembering that opens are under-reported.
• Texts stop at your allowance. A message that is not sent because your monthly text allowance ran out never appears here — it was never queued.
• Who can see it. Any role that can view reports — Admin, Accounting, Manager and Viewer.

Related

• Unsubscribes and opt-outs: what the law requires and what the app does
• Monthly text allowance by plan, and what happens when it runs out
• Send a broadcast email to a customer segment
• Email and text preferences — what a customer can opt out of