View List and Group Statistics

You can view statistics for your lists and groups. The numbers are aggregated from the contacts that belong to the list or group. To view statistics:

The following values are shown in the inspector:

• Contacts: The number of contacts in the list or group, regardless of status (i.e. subscribed, unsubscribed, bounced, etc.)
• Subscribed: The number of contacts that are subscribed (i.e. not unsubscribed, not bounced, not excluded)
• Locations: The top geographic locations for contacts in the list or group, calculated as a percentage of the number of contacts. By default, the top countries are shown. Click on the Location label to choose Region or City instead.
• Email Clients: The top email clients for contacts in the list or group, calculated as a percentage of the number of contacts. By default, the email client category is shown. Click on the Email Clients label to choose email client name instead.

The next group of values can be calculated over a period of time that you choose The default is "All Time":

• Growth: The change in the number of subscribers during the time period, shown as a number and a percentage. The percentage is 100 × (E − S)/S, where E is the number of subscribers at the end of the period and S is the number at the start. Growth isn't shown if the period is "All Time", if the number of subscribers at the start or end of the period isn't known, or if there were no subscribers at the start.
• Churn: 100 × C/S, where S is the number of subscribers at the start of the time period and C is how many of them unsubscribed or bounced during the period. Contacts added during the period aren't counted in C, because they aren't part of S. Contacts that bounced before Direct Mail began recording bounce dates are treated as having churned before the period. Only contacts still in the list or group are counted. Churn is never more than 100%. It isn't shown if the period is "All Time", if the number of subscribers at the start of the period isn't known, or if there were no subscribers at the start.
• Retention: 100% − Churn. It's shown and hidden along with Churn.
• Open Rate: The percentage of emails delivered to the list or group's contacts during the time period that were opened at least once. Only campaigns with tracking enabled are included. Every contact in the list or group counts, including contacts who have since unsubscribed or bounced. Because it's counted per email, a contact who was sent many emails counts more than one who was sent a few. Opens include those recorded by Apple Mail Privacy Protection. If no emails were delivered during the period, it's shown as "-".
• Click Rate: The same as Open Rate, but counting emails in which at least one link was clicked.
• Engagement: The percentage of the list or group's current subscribers at each engagement level: High, Medium, Low and Undetermined. Contacts who unsubscribed, bounced or are excluded aren't included. A contact's score comes from the emails they were delivered during the time period (from campaigns with tracking enabled). A clicked email scores highest, an opened email scores lower, and an unopened email counts against the contact. Recent emails count more than older ones. Emails whose only opens came from Apple Mail Privacy Protection are ignored, because they don't show whether the email was read. Roughly, a contact who opens about 1 in 5 emails is Medium and one who opens 7 in 8 is High; clicks raise the score further. A contact is Undetermined until they've been delivered at least 2 emails that show whether they were opened.