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Act-On Software

Calculating Total Effective Opens

 

One way to measure the effectiveness of an email message, in terms of how it captures activity from a recipient, is through total effective opens.

Act-On calculates both opens and clickthroughs in the Sent Messages report page found under Outbound > Sent.

Clickthroughs are measured as effective opens when a contact does not have a confirmed open, and only the first click will count as a total effective open. This is not a measure of total opens + clicks.

Examples:

  • A recipient opens an email 1 time and has 9 clickthroughs = 1 total effective opens
  • A recipient opens an email 0 times and has 8 clickthroughs = 1 total effective opens
  • A recipient opens an email 10 times and has 7 clickthroughs = 10 total effective opens