The difference between Unique and Total Opens

After sending out an email marketing campaign, you will probably want to know if your campaign is being successful. In order to measure your campaign's success, our platform uses metrics. The first metric which gives you an indication of your newsletter's success is its Open Rate, based on the number of times your campaign has been opened by your recipients. In our platform, we keep track of both your Unique opens and your Total opens.

The difference between these two open types is that Unique opens is defined as the number of the distinct recipients that have opened your campaign. Putting it simply, for each recipient that has opened your campaign, only one open is added to the Unique opens sum, no matter how many times the recipient has opened and reopened your newsletter. The Total opens number on the other hand equals the total number of times that your campaign has been opened by all the recipients who have received it. 

So, if a single recipient loved your campaign so much that they came back and opened it 6 times, our platform's metrics will record 1 Unique Open and 6 Total Opens.

To check your Unique opens and Total opens from a particular campaign, follow the steps below:

1.On your Moosend page, hover your mouse over the Reports tab on the top navigation bar and select Campaign Reports.difference_unique_total_opens_1.png


2. Click on the name of the campaign whose performance you want to view.

You will be transferred to the Performance overview page.

3. Check the Opens box to view your campaign's Unique opens and Total opens.difference_unique_total_opens_2.png