Looking at your list reports and have questions about what it all means, then you have come to the right place.
To view list reports go to Lists then select the List you want to view the stats of and choose the link that says View.
Once you are inside the view of the list you will see a breakdown of your stats behind your list as shown below.
Now 1st let me explain that these stats are all aggregate stats. That means if you have 1 email address on your list and you mail that email address 100 times it will say sent 100 times.
If it is successfully delivered 100 times then it will say 100 times.
If that same email opened 20 out of the 100 messages, it will say 20% or 20.
If that same email clicked 20 out of the 20 messages they opened it will say 100% and 20.
So with that said, when you are looking at your list stats take into consideration that the numbers are a basic health check of your list and is not a direct indication of how many subscribers have opened your emails, or clicked your emails. What I mean by that is, if you create a segment or a filter to view all subscribers you opened your emails, do not expect to get a list of 20 subscribers. You would in this case see only 1 email address.
Therefor the subscribers in the list do not reflect the list stats directly. The list stats are an aggregate of stats since the inception of the list. If you are looking to find the exact number of subscribers that have opened or clicked or unsubscribed I would suggest making a segment or a filter to show that data.
Here are some related articles to segments
Introduction to Segments
Create a Segment of Openers
Defining the List stats:
Sent - This is how many messages were sent to your list.
Delivered - This is how many messages were delivered successfully.
Opened - This is the total amount of messages that were opened. The same message can be opened more than 1 time per email address and it is recorded that way.
Opened (Unique) - This is the total amount of messages that were opened but only counts the open 1 time per message. As stated above, the subscriber can be mailed more than one time in a different message and this will incrementally increase the stat count.
Click - This is the total amount of messages that were clicked. The same message can be clicked more than 1 time per email address and it is recorded that way. Also a message can have more than 1 url and those are also incrementally counted.
Clicked (Unique) - This is the total amount of messages that were clicked but only counts the click 1 time per message. As stated above, the subscriber can be mailed more than one time in a different message and this will incrementally increase the stat count as well as more than 1 link per message. This only counts the unique click per url in that message.
Unsubscribes - This is the total amount of unsubscribes. This is not to be confused with the amount of unsubscribers in your list. More on that below.
Complaints - This is the total amount of complaints (marked as spam)
Forwards - If the contact clicks the forward to friend link in the footer than this counts how many times that form was filled and submitted.
Nevermail - This is the amount of times the nevermail form was submitted on your list. This is not to be confused with the amount of nevermail subscribers on your list. More on that below.
List Stat Unsubscibes vs Unsubscribers
When you are looking at the List Stat that says Unsubscribes this is a tally of how many times a contact has requested to unsubscribe from your list. However when looking at unsubscribers of your list you may find your unsubscribe count is higher or lower. This is due to the fact that an unsubscribe in your account holds that status from list to list. So during an import you may find that you have a list of unsubscribers without even mailing to that list yet. This is due to the system tracking who has already requested to not receive mail from you and is marking them as such during import to protect you from mailing them once you use this new list.
I hope this article helped you with understanding your List Stats. Any question feel free to contact us at anytime.