If there is only one report to be familiar with in Higher Logic Thrive Marketing Professional (Thrive Marketing Professional), it's the Mailing Activity Report (MAR). Every time a mailing is sent, a corresponding report is created with the metrics that are unique to that mailing.

TIP: To really get a good idea of how the mailing was received and interacted with, wait at least 24 hours before reviewing its MAR so that subscribers have had a chance to interact with it.

Thrive Marketing Professional tracks the various actions (such as opens and clicks) that recipients can perform in the mailing. You can review this data to gain insight into how effective your mailing was based on the recipients' actions.

NOTE: MailTo hyperlinks are not tracked.

Access the Mailing Activity Report

New Admin Experience

1. Navigate to Messages > List.
2. Click the down arrow to the right of the page title and select Sent.

3. Click a message to select it, and then click Track.

Classic Admin interface

You can access the Mailing Activity Report for each mailing in either of two ways:

• On the Home page, in the Recently Sent Mailings area, click the name of a mailing
• Navigate to Mailings > View page

Then...

1. Click the Sent tab and hover over the menu icon immediately to the left of a mailing.
2. Select Report from the list.

Key Metrics tab data

The Key Metrics tab of the MAR presents a grid of several columns and multiple rows. The first column, Category, has high-level categories that each have a unique set of Items with dedicated metrics.

• Each Item is described in its associated Notes column.
• Click a hyperlinked value in the Number column to access the specific data for that metric on the Details tab. For example, click the count for Sent to access a list of email addresses to which the mailing was sent. 

Delivered

These Items provide statistical metrics about the mailing, such as the number of sends (i.e., intended recipients) and successful deliveries; recipient reactions (e.g., opt-outs and complaints); and how many of each version (HTML and text) were sent.

Notes

• Thrive Marketing Professional has an overall delivery rate of 96% because our users practice permissions-based email marketing. You should strive for a delivery benchmark of 92%.
• Unsubscribed represents the recipients who clicked an Unsubscribe link in the mailing; they will no longer receive mailings from your Thrive Marketing Professional account. View the comments that they provided to gain insight into why they unsubscribed.
• Recipients in the Complaints list are automatically unsubscribed from your Thrive Marketing Professional mailings.
• The Text versions of mailings provides extremely limited tracking metrics; whereas, the HTML versions provide a full suite of metrics.

Non-Delivered

These Items provide metrics on the inability to deliver the mailing, such as soft and hard bounces, and any repeat bouncers. If the number of blocked mailings is high, there could be an issue with your mailing.

Notes

• There are numerous reasons why a mailing might "bounce." Bounces can occur due to an invalid email address (for the domain) or an email server being down. The section, Bounce types overview, in Deliverability Troubleshooting, provides a lot of informative and help information about bounces.
• When a recipient becomes a repeat bouncer, Thrive Marketing Professional no longer sends email messages to that email address. The thresholds that determine a Repeated Bouncer are:
  • An email address with four (4) consecutive hard bounces.
  • An email address with seven (7) consecutive soft bounces.
• When your mailings are not able to reach the intended inbox, they are considered Blocked. This could be due to anti-spam software installed on the ISP's or company's mail server or by anti-spam software installed on the recipient's computer. If your Blocked count is high, create a case with Higher Logic Support.
• The goal is to have low numbers and percentages for all of these these metrics.

If the counts in this category are high, review the articles in our Deliverability section, especially Deliverability Best Practices and Deliverability Troubleshooting.

Opens

These Items provide straightforward metrics on the mailing being opened by your recipients.

• If a recipient opens the mailing a second and a third time, each of those opens is registered in the Total Opens count, but not in the Unique Opens count.
  • Unique Opens answers the question: "How many contacts/recipients opened the mailing at least once?"
• These counts include only the HTML versions of mailings.

To learn more about Opens, see Understand Opens, Clicks, & Forwards.

Clicks

These Items provide straightforward metrics on the clicking of any links in the mailing.

• If a recipient clicks a link a second and a third time, each of those clicks is registered in the Total Clicks count, but not in the Unique Clicks count.
  • Unique Clicks answers the question: "How many contacts/recipients clicked at least one link in the mailing?"
• These counts include only the HTML versions of mailings.

To learn more about Clicks, see Understand Opens, Clicks, & Forwards.

Shares

These Items provide metrics on actions taken on, and as a result of, the mailing by the recipients. There are some very useful data, such as the number of times that the mailing was forwarded (but not to whom); web-visit activity that was triggered from the mailing; when your recipients share the mailing on their social-media sites; and the number of purchases that resulted and their total value.

• If a recipient forwards the mailing to three colleagues, each of those "forwards" is registered in the Total Forwards count, but not in the Unique Forwards count.
  • A forward is counted only if it is made to an IP address other than yours.
  • Thrive Marketing Professional can identify the "forwarder" of a message, but we cannot determine the identity of the recipient of the forwarded email message.
• Unique Visitors counts each individual who visits your website from a link in the mailing, whereas Unique Pages counts the number of pages that each individual visits while on the site.

To learn more about Forwards, see Understand Opens, Clicks, & Forwards.