Email Marketer's Club Wiki - Recently Updated Pages

Tools

emailer — Thu, 18 Sep 2008 10:08:30 CDT

Check if your server or IP address is blacklisted or on a spamlist:

France

Sammuray — Wed, 27 Aug 2008 03:59:44 CDT

Cabestan
dolist
Emailing Solution
Emailvision (offices in Germany, France, UK & Belgium)
Edatis (offices at Paris, Spain, Netherlands, Italy & U.K)
eMill
Mailperformance
Message Business

Feedback Loops

mvern78 — Fri, 01 Aug 2008 15:44:24 CDT

AOL FBL
http://postmaster.info.aol.com/tools/FBL.html

Excite FBL
emailadmin@cs.excite.com
http://newfb.excite.com/feedback.jsp?key=exbnc
Note: They also run a feedback loop but it's somewhat unusual. They can send you (weekly) a list of addresses and subject lines for people who complained.

Comcast
http://postmaster.comcast.net/

Hotmail / Windows Live JMRP
http://postmaster.live.com/Services.aspx#JMRPP

Hotmail / Windows Live SNDS
https://postmaster.live.com/snds/index.aspx

OutBlaze FBL
postmaster@outblaze.com
Outblaze's feedback loop is tied to a whitelist and they don't offer it to many email marketing / mailing list providers.

Road Runner FBL
http://security.rr.com/spam.htm#FBL

Yahoo! (Currently all applications are on hold)
Important forms: http://help.yahoo.com/l/us/yahoo/mail/postmaster/forms_index.html

United FBL
http://www.unitedonline.net/postmaster/whitelisted.html

USA.net
http://fbl.usa.net/

SpamCop.net
http://www.spamcop.net/anonsignup.shtml

Germany

ulf.richter — Fri, 01 Aug 2008 02:59:37 CDT

Adtech
Agnitas
Artegic
Backclick
Earnstar
Ecircle
Elaine
Evalanche
Falk esolutions
Ices
Inspirationlabs
Inxmail
Kajomi
Mailingwork
Melin
Newspromo
Mission one erelations
optivo
Pinuts
Profact
Promio
Rabbit emarketing
Retarus (offices in France, Italy, Switzerland)
Supermailer
Teamware
Vista Nova
W3 Work
Xqueue
Xsite

USA

vidiemi — Tue, 22 Jul 2008 17:26:00 CDT

Abeedle (specialized in higher ed)
Aweber
Admail.net
Acxiom Digital (offices in UK)
Benchmark Email
Blue Sky Factory
BlueHornet Networks
Bluestreak (offices in UK)
Boomerang
Bronto Software
BrightWave Marketing
CheetahMail (offices in UK)
ClickTactics
Constant Contact
Contactology
Convio (focus on non-profits)
CoolerEmail
Datran Media
Delivra
Direct Logic Solutions
e-Dialog (offices in UK)
EmailLabs
EmailPerformance
Emma
eROI
Epsilon Interactive (offices in UK, Germany, France, Hong Kong, Singapore, China, Australia, Canada)
ExactTarget (offices in UK, Australia)
Fishbowl Marketing
Fire Engine Red (specialized in higher ed)
Gold Lasso
Hallmark Data Systems (specializing in B2B magazine publishers)
I Make News
iContact
inbox 360
Informz
iPost
JangoMail
Listrak
Lyris Technologies
MailChimp
MarketView 360
Mediaplex
Newsberry
OmnistarE-Direct
Pivotal
Pizzazz Email
Premiere Global Services (offices in Australia, Canada, France, Germany, Hong Kong, Ireland, Italy, Japan, Korea, New Zealand, Singapore, UK)
Quotient Marketing
Real Magnet
Responsys (offices in UK)
ResultsMail
Silverpop (offices in UK)
SKYLIST
StreamSend
SubscriberMail
TargetX (specialized in higher ed)
VerticalResponse
Vidi Emi, Inc.
WhatCounts (only vendor with on-premises appliance solution and ESP/ASP solution) plus self & full-service
XL Technologies
Yes Mail

Italy

tgielen — Thu, 29 May 2008 14:46:57 CDT

Handy tools

emailer — Wed, 28 May 2008 02:15:21 CDT

Email Marketing Planner & Checklist
Find out what the sender's IP address is
Newsletterarchive.org: archive with thousands of emails
RFP Template for Email Vendor Selection

Spam Checkers:

ContentChecker
SpamCheck
MailingCheck (spam check your emails before sending)

Email Testing Tools & Services:

Testing Identify problems and stay on top of the way your design renders with these tools.

Inbox Inspector: Use this tool from Mail Chimp to seek out problems in any email you’ve sent.
EmailAdvisor: Get a snapshot of what your email looks like in a number of different email clients.
Email Marketing Benchmark Guide 2008: This independent metrics report covers heatmaps, deliverability, and more.
Campaign Monitor: With this service, you can test your email against different displays and spam filters.
EmailStatCenter: Check out the metrics at EmailStatCenter to get the lowdown on frequency, conversions, and more.
eDesign Optimizer: Test our your email in different programs and validate your HTML with eDesign Optimizer.
Post Campaign Checklist: Reflect on your email campaign and learn for next time using this checklist.
Internet Retailer Survey: A Missed Message: Find out why email marketing these days isn’t hitting home and what you can do to improve it.
How to Optimize Your Email Marketing Campaigns Through Testing: This tutorial walks you through testing for optimization.
Habeas: Habeas uses a rendering tool to make sure your email design holds up against services and readers.
Litmus: With Litmus, you can take a look at how your email will look in a number of different mail services.
Return Path: Test your design with services and readers using Return Path.

Analytics & Evaluation With these resources, you’ll learn how to perfect your methods for measuring email marketing success.

Email Open Rates Guide: Learn how to evaluate your email open rates with this guide.
Integrating Email Marketing and Web Analytics: Take a look at what can be achieved when you combine website metrics with email campaigns.
Misinterpreting Email Marketing Statistics: Don’t let your statistics fool you-get set straight with this article.
Email Marketing: What to Measure: This tutorial runs down some of the numbers you should be looking into.
Email Chickens and Eggs: Heed this warning to be careful about comparing subscribers and non-subscribers.
Looking Beyond Open Rates: Look past just open rates to measure your success, and find out what else you should be concerned with in this article.
Grow Your Own Case Study: This tutorial runs down methods for creating your own benchmarks, testing, and more.
Ideas for Measuring Email Newsletter Success: Check out this post for great ideas on measuring reach and open rates.
Email Marketing Formulas: Take a look at the indicators for email success and learn how to calculate them with this guide.
Beyond the Open Rate: Metrics That Matter: Make sure you’re covering these key metrics.

Deliverability & Reputation Use these services to stay on top of the various reasons why your emails aren’t going through.

Accucast Deliverability Services: Predict and correct problems with design, filtering, and blocking with this service.
Blacklisted IP: Stay on top of your IP addresses and find out when your IP lands on a blacklist or blocklist.
MX Toolbox Blacklist Check: Use this check to test your mail server IP address against 147 email blacklists.
Your E-Mail Is Blacklisted. Now What?: This tutorial runs down the steps you should take to get off of blacklists.
Between “Bounced” and “Delivered”: Learn why you should expand the definition of your delivery rates in this article.
How to Deliver Mail to AOL: Take these steps to make sure your email to AOL customers goes through.
RepCheck: This email blacklist monitoring service stays on top of the reputation of your email server and site domain.
Blacklist.ie: This search offers an easy way to check if your IP address is on any Irish blacklists.
Designing B2B Email for Deliverability: Get tips on coding, design, and testing in this article.
Delivery Monitor: Find out if your email is getting delivered, and keep an eye on blacklists with Delivery Monitor.

Design Check out these tools and best practices to optimize the design of your email campaigns.

Image Links Versus Text Links: Consider whether you should use text, image, or HTML links.
Great Tips on Email Creative: Learn about best practices in email design, including results from eye tracking studies, in this blog post.
Email Design Insights From David Grenier: Get tips, mistakes, and easy ways to amp up your design in this interview.
Sometimes Less Can Be More Effective: This article takes a look at design guidelines and simplification.
Outlook 2007 and HTML Design: Get the lowdown on HTML emails in the new Outlook from this blog post.
But How Will It Look On My BlackBerry?: Learn how to design for handhelds with this article.
Seven Steps to a Better Template: Use these tips to redesign your template and avoid getting blocked, blacklisted, and bounced.
Designing Text Emails: Follow these basic rules to make sure your text emails display properly.
Email Creative Critical Analysis: Learn how to critically analyze email design with this advice.
Who Cares About Plain Text?: Read this article to find out why it’s important not to skimp on a plain text version of your email.
URL Design: Take a look at the details of your URLs to get better email responses.
Don’t Design-or Redesign-Your Email Without Reading This: This guide offers a quick and effective checklist for email campaign design.
Email Marketing Program: a free bulk emailer for mass email delivers

Spam Avoid being branded as a spammer and learn how to work with spam filters with these resources.

Don’t Be An Accidental Spammer: Read this guide to learn what steps you should take to avoid becoming an accidental spammer.
How Spam Filters Work (and how to avoid them): Learn how to get around spam filters with this guide.
Avoid the Spam Filter: Follow these tips to make sure your legitimate email isn’t stopped by a spam filter.
Consumer Attitudes to Spam: Read this report to find out what people think of spam and understand how it affects their perception of your messages.
Prevent False Spam Complaints: Follow these tips for avoiding false spam complaints.
ContentChecker: This anti-spam utility alerts you to spam red flags before you send your message.

Mailing Lists Get advice for building and perfecting your communication base here.

Mailing Lists: Why Bigger Isn’t Necessarily Better: Read this blog post to consider the benefits of pruning your email list.
Dos and Don’ts of Opt-in List Building: Read this article to learn about 5 things you should do and 5 things you should avoid.
28 Ways to Build Permission-Based Email Lists: Use these strategies to boost up your email lists.
To Double Opt-In Or Not: Consider the advantages and disadvantages of offering double opt-in on your lists.
9 Things to Go in a List Welcome Message: Take a look at this article to understand what needs to be in your list welcome message.
Email or Name Squeeze Pages-Conversion Rate Analysis: Find out whether or not a “name squeeze” strategy works for email list building.
Customer Email List Segmentation: In this tutorial, you’ll learn how to send campaigns to targeted subgroups of your email list.
Building a Quality Email List: Follow these steps to build your own high-quality email list.

Subject Line Learn how to create a subject line readers will pay attention to, and thoughfully consider the impact this important piece of communication has on your campaign.

Subject Lines: What’s The Story?: In this article, you’ll get an introduction to subject lines and understand the reactions they create.
Study: Best and Worst Subject Lines by Open Rate: This study compares over 40 million email subject lines and ranks 20 of the best and 20 of the worst.
Is There a Best Email Subject Line or Send Time?: This article recommends lots of testing to get subjects and timing right.
How Do You Build Urgency?: In this article, you’ll learn how to build urgency through your email’s subject line.
Email Subject Lines: 15 Rules to Write Them Right: For advice on the best fifty characters for your campaign, check out this resource.
Best Practices in Writing Email Subject Lines: Learn about three words to avoid in your subject line, and more great tips in this advice article.
6 Questions to Ask Yourself When Writing Subject Lines For Your Emails: Get a checklist and tips for writing a good subject line in this report.
How Spammy Subject Lines Hurt Delivery: This article considers the consequences of a spammy subject line.
Email Subject Lines That Work: This article runs down a number of factors and considers whether they scream spam or not.
Targeted Email Marketing: Put a Colon in Your Subject: Use this strategy to put the most important keywords in the front of your subject line.
7 Tips for Writing Better Email Subject Lines: Improve your subject lines with this helpful resource.

Timing & Frequency Find the sweet spot for timing your emails with the advice and tools here.

Frequency Caps Are Critical: Avoid customer email fatigue by limiting the amount of emails they receive from different sectors of your organization.
Nearly 1/3 of Opens Occur in First Hour: Learn all about best practices in timing with this guide.
How Much Email is Too Much?: Go beyond simple timing and consider the frequency of your emails with this resource.
ListMailPRO: Managed timed emails and responses with this list management tool.
Individual Recipient Send Timing: Take a look at the advantage of sending messages on individual timers in this post.
Wondering Which Day to Send Your Emails On?: This article discusses a few thoughts on the subject of timing.
The Quick and the Dead: Learn why it’s important to avoid delaying emails after a subscriber’s initial signup.
Three Strategies to Find the Right Frequency: Read this article to get guidance on building a good frequency strategy.
Insights on the Worst-Day-to-Send: Find out what one email marketer learned by sending out an email on New Year’s Day.
The Right Time to Send Email Marketing: This article highlights the factors you should look for in timing your messages.

Conversion Get advice for increasing the effectiveness of your email campaign here.

Improving Your Email Open Rate: Make your email campaign more effective by using these tips and tricks for getting people to open your email.
Use Email to Close the Conversion Loop: Learn how to use email as a way to seal the deal with potential customers.
Five Ways to Use Email to Close the Sale: Use this article for a step-by-step guide to closing the sale with email marketing.
Increase Email Conversion Rates: Follow these 3 tips to get better conversion rates from your email campaigns.
Sending Surveys in HTML Emails: This tutorial covers the best way to get customers active and engaged in email surveys.
Net-a-Porter Ups Conversion Rate After Cutting Email Activity: Read this article to understand why sometimes less is more when it comes to getting conversions.
A/B Split Testing: In this article, you’ll learn how to use A/B split testing to increase conversion rates.

Tips & Advice Get marketing advice and learn what not to do with the advice from these resources.

Email Marketing Etiquette: Avoid making an email marketing faux pas with this advice.
50 Email Marketing Tips: These tips apply to a wide variety of email marketers.
Stupid HTML Email Mistakes: In this post, you’ll learn about important things to avoid when designing HTML emails.
Some Things to Think About Before You Launch Your Next Email Campaign: Avoid brand speak and get down to person-to-person communication with this advice.
The Eight Deadly Sins of Email Marketing: Take a look at email mistakes and learn what not to do.
Effective Use of Personalization in Email Marketing: Use these techniques to use personalization effectively.
Sender Policy Framework (SPF) Trick of the Day: Find out how you can get around the 255-character limit with this trick.

Reputation, Authentication & Accreditation

emailer — Tue, 20 May 2008 07:54:08 CDT

Check out Habeas' Reputation Wiki here.

DomainKeys / DKIM:

Note: Domain Keys will not resolve all of your delivery issues within Yahoo. What it will do is allow you to bypass certain filters and sign up for their feedback loop program. Domain Keys is not an accrediation/reputation tool, it is an authentication tool so that Yahoo and others know who you are.

Sender ID / SPF:

Sender ID: what is Sender ID and how to implement it
Sender ID Framework SPF Record Wizard
Sender Policy Framework (SPF)
Return Path SPF/Sender ID Validator

Other:

SenderID/SPF/DomainKeys Test Server
Search for Email Sender Reputation
Google suggestions for bulk email senders

Spam Filters

emailer — Tue, 20 May 2008 07:51:58 CDT

Spam Assassin Tests Performed

Outlook spam filters

SPAMfighter (outlook plugin)

Things to check before you launch your email campaign

emailer — Tue, 20 May 2008 05:53:18 CDT

The list

Are you sending it to the correct list? Particularly important if you're an agency sending on behalf of multiple clients. Or, if you just want to send to your test list, make sure that it's selected here (and not your "real" list).
Are you sending your campaing only to the interested targets? (mailing list slicing)
Do you have permission to send emails to the people on your list?

Header

Does yourbrand appear in the “from” line?
Is the subject benefit-oriented instead of "selling"?Make the first 45 characters or so count. Ask yourself, "What will make a reader immediately open this message?" Rewrite the subject line at least 10 to 20 different ways to come up with the best approach. Test subject lines.
Are you sending the email at a time when the recipient is most likely to read it?

Top of Email or Preview Pane

Did you includes a link to view the email online?
Are you featuringyour brand or logo prominently?
Does the email include the newsletter title or strong headline?

Body Content

Is it personalized with the recipient’s name? Do all the merge fields work properly?
Did you include an opening paragraph that pulls readers in?
Does the copy read like it comes from a person?
Does the email includes benefit-oriented information that is also engaging?
Are you making it clear to the reader what you want him to do?Make the call-to-action link prominent, not only on top of the message, but in several additional places in the email as well.
Do you havemultiple calls to action? Both as text links and images?
Can the email be easily skimmed? Did you use short paragraphs and bullet points?
Is it a manageable length to read online?
Did you not include too many topics in the email? Maybe it would be better to split the content over two emails?
Did you check the copy one last time for spelling mistakes?
Did you check the spam score of your email?
Did you check how the email looks with images turned off?

Design

Are you using images sparingly? (only when they advance the goals of the email)
Are your all your images loading and do they load quickly?
Do all the links work? Don't forget to check the links in the text version!
Are all the images linked?
Did you check what the email looks like in different email clients such as Gmail, Yahoo, Hotmail, Outlook, Windows Live Mail, Thunderbird, Entourage, Lotus Notes...
Are you using the correct email template for the campaign?
Did you remember to create a plain-text version of the email?

Footer

Do you have a working unsubscribe link?
Did you include your physical (USPS) address?
Are you protecting your content with a copyright notice?

Landing page

Is the landing page live?
Is the content and the design on the landing page consistent?
Is the content not too long?
Is the call to action obvious?
Is the landing page copy not too long?
Is the registration form not too long? Ask only for the basic information you need. Long forms have a higher exit rate. You can always ask more questions later.

Other

Are you asking recipient to whitelist the “from” address so future e-mails get delivered to their inbox?
Are you includinga viral call to action, encouraging the reader to share your email with friends or colleagues?
Did you include a subscription mechanism for people it is forwarded to?
Are you sending the emailin multi-part MIME format?
Did you incorporate tracking and reporting?

Canada

mvern78 — Tue, 06 May 2008 15:15:22 CDT

Ariad- Toronto, ON
Cakemail- Montreal, QC
C3 Interactive- Toronto, ON
Courrielleur- Montreal, QC
Campaigner (formerly GOT Corporation)- Montreal, QC
Inbox Marketer- Guelph, ON
Komunik- Montreal, QC
Mailworkz- Dartmouth, NS
Rare Method- Calgary, AB
The Email Company- Toronto, ON
ThinData- Toronto, ON
ZenData- Montreal, WC

Spam & Legislation

PCarosone — Fri, 02 May 2008 19:50:21 CDT

Definition of Spam (Source:The Spamhaus Project)

The word "Spam" as applied to Email means Unsolicited Bulk Email ("UBE").

Unsolicited means that the Recipient has not granted verifiable permission for the message to be sent. Bulk means that the message is sent as part of a larger collection of messages, all having substantively identical content.

A message is Spam only if it is both Unsolicited and Bulk.

- Unsolicited Email is normal email (examples: first contact enquiries, job enquiries, sales enquiries)
- Bulk Email is normal email (examples: subscriber newsletters, customer communications, discussion lists)

Technical Definition of Spam

An electronic message is "spam" IF:

(1) the recipient's personal identity and context are irrelevant because the message is equally applicable to many other potential recipients;
AND
(2) the recipient has not verifiably granted deliberate, explicit, and still-revocable permission for it to be sent.

Spam is an issue about consent, not content. Whether the UBE message is an advert, a scam, porn, a begging letter or an offer of a free lunch, the content is irrelevant - if the message was sent unsolicited and in bulk then the message is spam.

Spam is not a sub-set of UBE, it is not "UBE that is also a scam or that doesn't contain an unsubscribe link", all email sent unsolicited and in bulk is Spam.

This distinction is important because legislators spend inordinate amounts of time attempting to regulate the content of spam messages, and in doing so come up against free speech issues, without realizing that the spam issue is solely about the delivery method.

Argentina

PCarosone — Fri, 02 May 2008 19:01:57 CDT

JetMails

Spain

PCarosone — Fri, 02 May 2008 18:56:18 CDT

conectamente
eMailforce
Emailing Solution
mdirector
Microdelta
Teenvio
JetMails Offices in Madrid [Head Office] and Argentina

Home

tgielen — Wed, 26 Mar 2008 09:59:40 CDT

Welcome the Email Marketer's Club wiki. Until Ning adds its own wiki functionality, we will use this site to build a resource of links, information, tools etc for email marketers.

If there are topics you would like to discuss, I would urge you to do that on the Email Marketer's Club's discussion board.

Feel free to add/update/correct information to the existing pages or create new pages for new topics.

Cheers,
Tamara Gielen

PS. When you make updates or create new pages, please use font Arial and font size 10 to keep the look and feel consistent across all pages.

Back to the Email Marketer's Club

Korea

qualm — Wed, 26 Mar 2008 02:52:11 CDT

Amail

Amail, Inc. (http://www.amail.co.kr) is email solution&service company in Korea.
The company was established in 1998.
Amail provides email solution & consulting, web-based email marketing service & CRM tools for sales person.

Postman(http://www.postman.co.kr) is web-based email marketing service of Amail.

감사합니다. (Thank you)

Metrics

catroga — Tue, 29 Jan 2008 06:46:03 CST

The IAB created a document that aims to guide marketers and vendors towards more consistency in what the current email terminology actually describes.
The proposed terms below represent the metric as a "snapshot" of, or at a "moment in time" within, a particular campaign.
Basic Definitions

These words and phrased are used throughout the proposed terms below and, as such, it may be helpful to refer to them prior to or during further review.

Bounce: An Email that cannot be delivered to the mailbox provider and is sent back to the Email Service Provider that sent it. A bounce is classified as either "hard" or "soft." Hard bounces are the failed delivery of Email due to a permanent reason, such as a non-existent address. Soft bounces are the failed delivery of Email due to a temporary issue, such as a full inbox or an unavailable ISP server.
Email Service Provider (ESP): A business or organization that provides the Email campaign delivery technology. ESPs may also provide services for marketing, advertising and general communication purposes.
Inbox: Within a mailbox provider, the default, primary folder that stores delivered Email messages.
ISP: A business or organization that providers internet access, and related services, to consumers.
"Junk" or "Bulk" Email Folder: An inbox-alternative folder, within a mailbox provider, that stores Email messages that are, for various reasons or rationale, unable to be delivered to the inbox.
Mailbox Provider: The Email program, and by extension the server, that hosts the targeted Email address.
Preview Pane: A small window within a mailbox provider that allows the user to view some Email content without opening the Email.

Actual Performance of an Email Campaign

Email Conversions: Although not all Email messages are intended to drive a purchase, most messages have some "call to action," such as a click-through or confirmation. If these kinds of conversions are an applicable metric of success, then this metric attempts to answer the question, "How many registrations, purchases, or other actions were taken as a direct result of this Email campaign?" This metric is a whole number in the form "100,000" or as an Email Conversion Rate percentage in the form "5%". The denominator is Email Delivered.
Email Revenue: This metric attempts to answer the question, "How much revenue was generated either as a direct result of this Email campaign, or, if Email is part of a multi-channel campaign, as a function of an advertiser-assigned value?" This metric is a monetary amount in the form "$20,000.00" or as CPM in the form "$20 CPM".
Email Gross Profit: This metric attempts to answer the question, "How much revenue was generated as a direct result of this Email campaign, minus any direct costs, such as the cost of deployment, the cost of creative development, the cost of list rental, unsubscribes/lost opportunity, complaints, customer service, etc."
Effective Email Cost-per-Thousand (Email eCPM): This metric is typically used for list rental and attempts to answer the question, "How much revenue was generated per email impressions delivered? It may be calculated by subtracting costs associated with sending the Emails from revenue generated, then dividing by the number of impressions delivered, and finally multiplying that number by 1000.

Indicators of Activity Generated By a Campaign

Total Email Opens: This metric attempts to answer the question, "How many times did a person look at the Email campaign?" In practice, recording of user activity is a way to confirm that the recipient viewed the message. Loading of an invisible pixel is generally sufficient to qualify as an Open. This metric is a whole number in the form "100,000" or as an Email Open Rate percentage in the form "25%". The denominator is Email Delivered.
NOTE: Some Opens may not be detected when, for example, the user has images disabled, is on a mobile device, or has elected to receive text-only Emails. The metric may also falsely indicate some impressions when the message is briefly loaded into the Preview Pane but may not be actually viewed by the recipient.
Unique Email Opens: This metric is similar to an Email Open, but here, duplicate opens are eliminated. This attempts to answer the question, "How many unique individuals viewed this Email campaign?" This metric is a whole number in the form "100,000" or as a Unique Email Open Rate percentage in the form "25%". The denominator is Email Delivered.
Total Email Click-Throughs: This metric attempts to answer the question, "How many times did a person click on a link or multiple links within this Email?" This may or may not include clicks on unsubscribe links or other links and you may find it helpful to view click-through reporting by individual link. This metric is a whole number in the form "100,000" or as an Email Click-through Rate percentage in the form "10%". The denominator is Email Delivered and this percentage may exceed 100%.
Unique Email Click-Through: This metric attempts to answer the question, "How many unique people clicked on a link or multiple links within this Email?" To illustrate, if one person clicked on two links, this would only count as one unique click-through. If one person clicked on the same link twice, this would only count as one unique click-through. This metric is a whole number in the form "100,000" or as a Unique Email Click-through Rate percentage in the form "10%". The denominator is Email Delivered.
Click-to-Open Rate: This metric attempts to answer the question, "Of the Unique Email Opens, how many individuals took an action?" This metric is a percentage in the form of "30%." It is generally calculated as either Unique Click-Throughs over Unique Email Opens; or Total Email Click-Throughs over Total Email Opens.
Email Forwards: This metric attempts to answer the question, "How many times was this message forwarded from the original recipient to a new recipient?" Forwards can be calculated using a number of different methods. This metric is a whole number in the form "10,000" or as an Email Forward Rate percentage in the form "0.1%". The denominator is Email Delivered.

Overall Deliverability Metrics of A Campaign
Used in combination, the metrics "Email Sent", "Email Delivered" and "Email Inbox Delivered" can provide some insight into the overall deliverability rates of a campaign.

Email Sent: This metric attempts to answer the question, "How many did you try to send?" In other words, it describes how many messages were in the queue before any delivery attempts were made, but after any necessary internal suppression has been performed. This metric is commonly used to bill for Email Service Provider delivery, but not for third party list rental. This metric is a whole number in the form "100,124".
Email Delivered: This metric attempts to answer the question, "How many valid Email addresses actually accepted my complete message?" In other words, it describes how many were completely transferred to the intended recipient's mailbox provider without generating a "bounce" or other delivery error. This metric is calculated before the impact of content-based filtering is factored in. If a message is rejected by the mailbox provider, it does not count as delivered. However, if the message is accepted and placed in a "junk Email" folder it generally does count as delivered. This is currently the most common metric used to purchase Email advertising by CPM or third party list rental. This metric is a whole number in the form "100,032" or as an Email Delivery Rate percentage in the form "95%" and the inverse of this number is known as the "bounce rate." The denominator is Email Sent.
Email Inbox Delivered: This metric attempts to answer the question, "How successful was this Email campaign at being delivered to the inbox?" This number is usually generated using an estimation based on delivery to special seed accounts. The metric is generally calculated by taking the metric Email Delivered and subtracting any messages that do not appear in the Inbox. This metric is a whole number in the form "99,234" or as a percentage in the form "90%" with the denominator as Email Delivered.

Branding, Impact on Long-Term Deliverability, and Compliance

The terms below only consider actions taken through a delivered Email. Logging Email Unsubscribe Requests or Email Complaints may also be done through channels such as postal mail, online forms in a preference center and "Customer Call Centers" and may be factored into the metrics for a particular campaign at a later time. Reported Email Unsubscribe Requests may or may not include Email Complaints.

Email Unsubscribe Requests: This metric attempts to answer the question, "How many people unsubscribed from this Email campaign as a direct result of an action taken via a delivered Email?" This metric is a whole number in the form "10,000" or as an Email Unsubscribe Rate in the form percentage "0.1%". The denominator is Email Delivered.
Email Complaints: This metric attempts to answer the question, "How many people actively clicked a link in their Email software to Report [this as] "Spam" or Report [this as] "Junk"?" If they are available, and in order receive this information, you will likely need to sign up for feedback loops from individual ISPs. This metric is a whole number in the form "1,000" or as an Email Complaint Rate in the form percentage "0.01%". The denominator is Email Delivered.

Source: IAB