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Understanding Your Email Reports — Delivered, Opens, Clicks & More

This guide explains how to read and interpret your email campaign reports and what each metric means. Learn the difference between delivered, opened, clicked, and failed emails, why open rates are estimated, and which stats matter most for realtors to help you generate more leads and listing opportunities

Best for: Realtors reviewing campaign reports and wanting to confidently interpret their email stats.

Quick Summary

  • Delivered ≠ Inbox
  • Opens are estimated
  • Clicks show real engagement
  • Focus on trends, not one campaign

Your email report shows what happened after you sent an email. It answers questions like:

  • Did emails reach people?
  • Did anyone open them?
  • Did anyone click?

Each metric tells a different part of the story.

Delivered

Delivered means the recipient’s email server accepted your email. It does not guarantee it landed in the inbox or or any other filtered folder such as Spam or Promotions. It just means the recipient’s email system did not reject your email.

Opened, and why it is estimated

Every email contains an invisible tracking image. An open is recorded when the email’s tracking image loads. Some email systems auto-load images, some block them, which can affect open rates. Low opens don’t always mean poor performance.

Clicked

A click is recorded when someone clicks a link in your email. Clicks are the strongest signal of real interest as they require real human action, a genuine interest. Even a small click rate (e.g., 1–3%) indicates meaningful engagement. 

Failed Emails

Failed emails could not be delivered due to invalid addresses or temporary issues. Temporary issues may be resolved after a few hours or days, resulting in an updated failure rate. A small fail rate is normal.


What Metrics Matter Most

Instead of stressing over everything, focus on:

✔ Delivered

Are emails reaching people?

✔ Clicked

Are people engaging?

✔ Consistency

Are results stable over time?

These three matter more than any single open rate.

How to Interpret These Stats Over Time

Don’t judge performance by one email.

Look for trends across multiple sends, watch for gradual improvement and stable delivery rates

Email success is built over time — not in one campaign.

Final Tip

If emails are being delivered, people are clicking and you’re sending consistently, you’re doing it right.

Master email delivery and understand reputation to reach more recipients

👉 Read Email Deliverability & Reputation — A Simple Guide for Realtors