TormanoEvery email Tormano sends is tracked at the recipient level.
Open tracking
An open is counted when the recipient’s mail app loads the images in your email, along with the time and, where it is available, an approximate location. Apple Mail Privacy Protection loads images in advance, which inflates open counts for every sender. Filter Apple Mail Privacy opens out of your campaign reports for a truer figure.
Click tracking
Tracked links pass through a short Tormano address on their way to the destination, which is how clicks are counted. It also means a recipient hovering over a link sees that address rather than where they are going. If your audience would rather they didn’t, turn click tracking off for that template.
Unsubscribe tracking
The unsubscribe link opens a one-click confirmation page. Once the contact confirms, they are marked unsubscribed and the date is recorded on their record.
Reading the metrics
- Open rate: unique opens divided by emails delivered.
- Click-through rate: unique clicks divided by emails delivered.
- Click-to-open rate: unique clicks divided by unique opens. The better measure of whether the email itself worked.
- Bounce rate: bounces divided by emails sent. Above 5% usually means the list needs cleaning.
- Unsubscribe rate: unsubscribes divided by emails delivered. Above 0.5% usually means you are sending too often, or to the wrong audience.