In this article, we will investigate the differences between Unique Opens + Clicks and Repeat Opens + Clicks. We will also dive into some of the reasoning for high unique opens, and explain some problems that can occur resulting in inflated unique opens.
An open is triggered when a recipient loads your email and views the body of the message. Just remember that by design, you shouldn't be able to trigger opens on your own emails.
The first time an email is opened on a device, it will trigger a Unique Open. A cookie will save to the device so that future opens of that email are marked as Repeat Opens. This way, you will have insight into not only how many recipients opened your email, but how many times they revisited that content.
A click refers to a click on any of the links within the body of a tracked email, which are also automatically tracked by Staffbase Email, unless the sender disabled Link Tracking in their settings.
The first time a link is clicked, just like Opens it will generate a unique Click. If recipients click those links again, this will generate Repeat Clicks.
Remember to contact Staffbase Support when experiencing issues that can't be explained here, or if an investigation is called for. We're always happy to help!
Low Unique Opens
If you see a low number of Unique Opens on a consistent basis, there may be issues with your recipients viewing your emails.
You'll want to investigate whether your recipients are seeing a visual warning in their email client about the content being blocked, or if permissions are needed.
All images sent in emails designed in Staffbase Email will be hosted on our servers - this ensures your emails don't just work now but continue to work well into the future. It's important that your network has our servers whitelisted so that those images are allowed to load, every time. You may only see this issue with some of your communications - in those cases, consider what is different about those sends, especially as it concerns the audience.
Zero Unique Opens
If the email you sent isn't generating any unique opens and this is not typically the case, there's a good chance the creator copied content into the email from a previously tracked send - they may have inadvertently pasted an old tacking pixel into the email.
If you see this on a consistent basis, likely the connection to Staffbase Email's servers is being blocked in your network. Either way, some investigation will be needed.
Higher Unique Opens than Recipients
Sometimes your Unique Open count will be higher than the number of recipients you sent to, especially when sending from your email client instead of directly from the web app.
If your organization is particularly good about reading their emails, this will almost always be the case. However, this is a symptom of users reading their emails on more than one device, as each open from a device will trigger a Unique Open. It's important to look at the trends of your metrics over time, as opposed to single sends as indicators.
Very low Repeat Opens
This could be due to low engagement, but when seeing a rate lower than 5%, likely means there are issues.
No link clicks
Did you send an email and the metrics still haven't shown any link clicks tracked? The first thing to check is whether the sender has Link Tracking enabled or disabled in their settings.
If they have it enabled, then the links themselves may have been bad. Check the links in the received email and ensure the tracking proxy was added (in blue). Also take a look at the content after url= and try that link - if it doesn't work, the link itself was the problem.
If the tracking proxy isn't there, metrics will not be generated. Be sure to enable Link Tracking before sending.
If the link after url= doesn't work, the link you used in your email was broken. It's good practice to test all your links before putting them in an email, to ensure they'll work after sending.