Key Metrics and Terms

Campaign metrics

Metric	Meaning	How to read it
Sent	Messages Migma attempted to send	Excludes contacts skipped before send
Delivered	Messages accepted by the receiving mail server	Does not guarantee inbox placement
Delivery rate	Delivered divided by sent	Healthy lists usually stay above 95%
Opens	Messages loaded by a mail client	Inflated by Apple Mail Privacy Protection and image preloading
Open rate	Opens divided by delivered	Useful directionally, not a precise human-read rate
Clicks	Link clicks tracked from the email	Stronger engagement signal than opens
Click rate	Clicks divided by delivered	Compare across similar audiences and offers
Bounces	Messages rejected or failed	Keep low; hard bounces should be removed
Unsubscribes	Contacts who opted out	Watch both rate and reason
Spam complaints	Recipients who marked mail as spam	Treat any spike as urgent

Audience terms

Term	Meaning
Contact	One person or address in Audience
Tag	Manual label used for grouping or preference topics
Segment	Saved filter that updates as contacts match or stop matching
Topic	Subscriber-facing category in the preference center
Suppression	Address blocked from marketing sends because of unsubscribe, bounce, complaint, or manual block
Skipped recipient	Contact excluded before send because of status, suppression, risk, or validation

Deliverability terms

Term	Meaning
SPF	DNS record that authorizes senders for a domain
DKIM	Cryptographic signature proving the email was not altered
DMARC	Policy telling inbox providers how to handle SPF or DKIM failures
MAIL FROM	Return-path domain used for bounce handling
Domain warming	Gradual send volume increase for a new sending domain
Risky address	Disposable, role-based, or otherwise risky address that may hurt reputation

What to trust first

Check skipped recipients

If sent volume is lower than expected, open Skipped Recipients before reading engagement.

Use clicks for engagement

Opens are noisy. Clicks, replies, conversions, and downstream revenue usually carry more weight.

Watch bounces and complaints

Bounces and spam complaints affect sender reputation faster than normal open-rate changes.

Campaign metrics