5 rates in email marketing – a glossary

Last updated: November 16, 2023 Written by: Paulina Kamińska

You can use integration with the most popular mailing tools in our app. Therefore, if you use a landing page in your email marketing campaign, take a look at a few rates that will enable you to measure its effectiveness.


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    1. Sent number

    This is a combined number of all e-mails that have been sent to particular e-mail addresses.

    2. Open rate

    This is a rate showing a relation between opened messages and all sent messages.

    Open rate = number of opened e-mails / number of sent e-mails

    3. Clicks

    This is a number of unique clicks of one mailing sent within a given campaign. One must remember that clicking links in the same message, multiple clicks on the same link, clicking to unsubscribe to the newsletter or to preview the mail in the browser are not included in the number.

    4. CTR  (click-through rate)

    The relation between clicks and the number of messages delivered within a given campaign. The value is expressed in percentage. This rate is frequently deemed to be the most accurate of all e-mail marketing rates.

    5. Bounces

    A combined number of e-mails that most likely have not reached the intended receivers. Information about rejecting the message is registered by the mailing system.

    One can differentiate between two kinds of bounces:

    • Hard bounce

    This is information that tells us about a lack of possibility to deliver this and other messages to a given receiver. The reason for such a bounce can be a mistake in the e-mail address, earlier removal of the e-mail address from the server or non-existence of the server.

    • Soft bounce

    This involves temporary difficulties with delivering an e-mail to a given receiver. A soft bounce can occur in a situation when the mailing server confirms existence of the target mailbox but the message has not been delivered. Most frequently the reason is temporary inaccessibility of the receiver’s server, a connection break-up or an overfilled mailbox of the receiver. Delivering other messages to this e-mail address will probably be possible.

    If you haven’t used a landing page in your e-mail marketing campaign yet and you would like to – give our app a try.

    landing pages email marketing


    The glossary based on: Dobre praktyki email marketing (Good Practices of E-Mail Marketing), IAB Poland, 2011.