Email Terms
Mailable Prospect: A mailable prospect is a prospect that can receive emails through Pardot. Mailable prospects haven’t unsubscribed, had a hard bounce or five soft bounces, or manually opted out.
Unmailable Prospect: An unmailable prospect has either opted out of emails, was opted out on import, marked as Do Not Mail, or had a hard bounce or five soft bounces.
Email Draft: An email draft is an email that hasn’t been sent yet. Drafts are created for a single list email send.
Email Preference Center Page: The Email preference center page is where your prospects can subscribe and unsubscribe from your public lists.
Unsubscribe Page: All Pardot accounts include an unsubscribe page that lets prospects opt-out of emails. The unsubscribe page is linked in every bulk email sent from Pardot.
Email Template: A Pardot email template is a reusable email design that you can base new emails on. After you design and build a template, you can personalize an email for each recipient. You can also modify a template and limit what kind of changes your users can make. Email templates are also the type of emails that are used in Engagement programs (Workflows) and Autoresponder Emails (follow-up emails).
Soft Bounce: An email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full, or the mail server is temporarily unavailable. A soft bounce message may be deliverable at another time or it may be forwarded manually by the network administrator in charge of redirecting mail on the recipient’s domain. After five(5) soft bounces, the prospect is opted out of emails.
Total Sent: Total number of emails sent
Total Queued: The number of emails that are waiting to be sent. These emails have been submitted but have not reached the inbox of the prospect
Hard Bounce: An email that permanently bounced back to the sender because the email address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.
Total Delivered: The total number of emails minus hard and soft bounces delivered. The delivery rate is the percentage of the emails that were delivered compared to the number that bounced (soft and hard). *Note: this includes emails that were delivered to the recipient’s spam folder
HTML Opens: The total number of times prospects loaded the images in the HTML version of the email.
Unique HTML Opens: The number of prospects who loaded the images in the HTML version of the email. The Unique opens category counts each recipient only one time, even if the prospect loaded images more than once.
HTML Open Rate: The percentage of unique opens (with images) compared to the total number of emails delivered (sent minus bounces).
Total clicks: The total number of clicks for all the links in an email. Each link click is counted separately. For example, if a prospect clicks on two separate links in the same message, it will count as two clicks. If a prospect clicks on the same link on two separate occasions, that will also count as two clicks. Clicks on the unsubscribe link are not counted toward Total clicks; neither are clicks on the email preference center variable tag.
Total CTR (Click-through-rate): The percentage of visitors who click on links contained in emails delivered (sent minus bounces) to them. With Total CTR, multiple clicks for the same link are counted.
Click to Open Ratio: The number of unique clicks divided by unique HTML opens Total Opt-outs: the total number of prospects that no longer wish to receive emails from your company and have clicked either the unsubscribe link in the email or clicked the email preference page link *and* clicked the “opt-out from all email communications” link on that page. They are automatically removed from future mailings. They are however kept on the list they are associated with. A user can be resubscribed if they visit the unsubscribe page or manually in PI. Clicks on the unsubscribe link are not counted toward Total or Unique clicks; neither are clicks on the email preference center variable tag.
Opt-out rate: The percentage of users that have asked to be opted out of future mailings compared to the total number of emails sent.
Total Spam Complaints: the total number of users that have reported the email as spam. If a prospect reports spam in these clients, they are not opted out and do not display in this report. They will however send any future mailings to their spam folder.
Spam complaint rate: The percentage of spam complaints compared to the total number of emails sent. Clicks per URL are displayed at the bottom of the report. Click the hyperlinked number to view a list of prospects who clicked each specific URL.