Mailchimp Metrics – Page 2

Email Unsubscribe Rate is the percentage of email recipients who opt out of a mailing list after receiving a campaign email, measured against total emails delivered. It signals how well your content, frequency, and targeting match subscriber expectations. A rising rate can damage sender reputation and reduce inbox placement over time.

Email Unsubscribes is the count of recipients who opt out of your email list over a defined time period. It measures list health, content relevance, and the effectiveness of your email communications.

Emails Bounced is the count of emails that were not successfully delivered to recipients' inboxes, recorded as Non-Delivery Receipts from email servers. Bounces are categorized as hard (permanent failure), soft (temporary failure), or pending (awaiting retry).

Emails Clicked is the total number of unique recipients who clicked on any link in an email campaign. It measures audience engagement beyond opens and signals how well your content and calls-to-action are landing.

Emails Delivered is the total number of emails successfully delivered to recipients' inboxes, excluding bounces and unsubscribed contacts. It is the starting point for calculating delivery rate and evaluating list health.

Emails Opened is the count of unique recipients who opened a specific email campaign. Because every downstream action — clicks, replies, conversions — depends on the email being opened first, this metric sets the ceiling for campaign performance.

Emails Sent is the total number of contacts who received your email in a given send. The count excludes previous hard bounces and unsubscribes. Depending on your email platform, it may also exclude contacts flagged for chronic low engagement.