Targeting Estimator

Set up a targeting strategy in the list tab by using the targeting estimator to:

• Define the lists used in your mail sends.
• Estimate the recipient count of a list.
• Apply targeting criteria.
• Save for later use when adding a target to a mailing.

Applying targeting criteria

1. On the list tab, open the targeting estimators menu and press the + new targeting estimator button.
2. Rename the estimator by pressing the edit (pencil) icon next to the title and entering an identifiable name.

3. To include all recipients, regardless of status, check the include all recipient statuses checkbox. By default, the targeting estimator will only count those recipients with a recipient status of normal.

   Note: mailings are only sent to recipients with a status of normal.

4. Select a brand from the dropdown menu.
5. Add an available list.
6. Add attribute targeting to refine based on recipient characteristics in your database, e.g. location.
7. Add behavioral targeting to refine based on a recipient's previous activity, e.g. clicked a link in a mailing.
8. Apply a mailing size limit to refine based on sending a fixed volume of mailings.
9. Add suppression criteria to exclude recipients based on lists, policies, etc.
10. Press the apply changes and estimate button to generate an estimated list count.
11. Press the save and close button to save your targeting estimator.

Saved targeting estimators appear on the top of the targeting tab within a mailing, allowing you to quickly add a target to your mailing.

To select a saved targeting estimator, expand the drop-down menu labeled saved targeting criteria and select your targeting estimator.

Engagement Metrics (Open Rate and Click Rate)

Targeting Estimator also provides Open Rate and Click Rate metrics to help you understand how your selected audience engages with emails over time.

How Open Rate is Calculated

Open Rate represents the total number of open events relative to delivered emails over a 30 day period.

• One open event is counted per:
  • Mailing ID
  • Per day
  • Per recipient
• If a recipient opens the same email on multiple days, each day is counted as a separate open event

Formula:

Open Rate = Total Open Events ÷ Total Delivered Emails

How Click Rate is Calculated

Click Rate represents the total number of link interactions relative to delivered emails over a 30 day period.

• One click event is counted per:
  • Link ID
  • Per day
  • Per recipient
• Multiple links clicked in the same email count as separate events
• Clicking the same link on different days counts as separate events

Formula:

Click Rate = Total Click Events ÷ Total Delivered Emails

These metrics are best used to:

• Compare engagement across audience segments
• Identify highly engaged or low-engagement audiences
• Understand how frequently recipients interact with content
• Monitor engagement patterns over time