Read your results: real opens vs raw opens, clicks and bounces

Open any sent broadcast from Broadcasts to see who opened, clicked, unsubscribed and what did not arrive. Click Show real opens and clicks to see numbers with machine opens removed: those are the ones to trust when you compare emails.

Open a broadcast’s results

1. Go to Broadcasts.
2. Filter by Sent (or Sending for one in progress).
3. Click the broadcast.

The top line tells you when it went out, to whom and to how many people.

The headline numbers

• Opened (people): the share of people who opened at least once.
• Clicked (people): the share of people who clicked at least one link.
• Delivered: emails accepted by the receiving server, out of those sent.
• Unsubscribed: people who unsubscribed from this email.

If open or click tracking was off for this send, you see “Tracking off” instead.

Real opens vs raw opens

Many opens are not people. Apple Mail privacy loads every email automatically, company security scanners open and click links to check them, and some apps pre-fetch links. That inflates the numbers.

1. Click Show real opens and clicks.
2. Compare the two bars. Raw counts every open and click. Real keeps only people.
3. Read the line under them, for example “120 of 900 raw openers were machines only (13%).”

How Meisa spots machines: opens that happen within seconds of delivery, clicks on almost every link in a few minutes, and known scanner fingerprints. If the same person opens again later, as a real reader would, they count as a person again. Scores are refreshed nightly, so real numbers can shift a little over the first day.

Use real numbers to compare subject lines and content. Raw numbers can make a poor email look good if your list has many company addresses behind scanners. See Why do my open rates look lower than in other tools?.

Who

The Who section lists people by what they did:

• Opened: people who opened. A note shows when “A security scanner opened it” or “A person and a scanner” did.
• Clicked: the warmest people from this email.
• Didn’t open: keep in mind Apple Mail privacy can hide some opens.

Click a row to see the people. Tick them to Add a tag, Unsubscribe or delete them, for example to tag everyone who clicked for a follow-up.

Links, tests and delivery

• Links people clicked: each link with its clicks.
• A/B results: for a Subject line test or Template test, both versions with sent, opened and clicked, and which one was the Winner.
• Didn’t arrive: bounces (“Bounced, the address doesn’t exist”), spam reports and emails that couldn’t be sent. Bounced addresses are taken off your list for you.
• What was sent: click See the email to read the exact email.

Send to people who didn’t open

1. Click Send to people who didn’t open.
2. Under Only count people who had at least, choose 24, 48 or 72 hours since the send.
3. Keep Same subject as the original or write a new one. A new subject often gets more opens.
4. Click Review and send it like any broadcast. It is created as a new broadcast.

While it is sending

For broadcasts sent in waves, you see “Sent in waves. It finishes within 24 hours.” with progress. Use Pause sending, Resume sending or Cancel the rest. See Schedule a broadcast and use phased (warm) sending.

Troubleshooting

• “Real numbers show here a few minutes after the first opens come in.” Wait a few minutes after sending.
• No real numbers at all: broadcasts imported from another tool do not have them.
• Open rate is 0 or “Tracking off”: open tracking was off for this send. Turn on Track opens under Tracking for the next one.
• Many bounces: see Handle bounces and spam complaints.

Related articles

• Why do my open rates look lower than in other tools?
• Handle bounces and spam complaints
• Schedule a broadcast and use phased (warm) sending
• Set up open and click tracking