Targeting Estimator Engagement Metrics
You've always been able to see how many recipients you'll reach. Now you can see how they're likely to perform — before you send a single email.
Here is how to create a Targeting Estimator if you have not before.
What's New
When building or reviewing a Targeting Estimator, you'll now see two new metrics alongside your audience count:
- Estimated Open Rate — how likely this audience is to open based on historical behavior
- Estimated Click Rate — how likely this audience is to engage with your links
Why It Matters
Not all audiences are equal. These metrics help you move from asking "How many recipients will I send to?" to "How will this audience actually perform?"
Use them to identify your highest-performing segments, avoid sending to disengaged audiences, and compare targeting strategies before you commit to a send.
Best Practices
Compare before you send. Build multiple estimators and evaluate which audience is most likely to perform. A few minutes of comparison can meaningfully improve results.
Don't chase size. A larger audience isn't always better. Smaller, more engaged segments often drive stronger opens and clicks than broad ones.
Pair with your content strategy. High-engagement audiences perform best when the content is relevant and personalized. Use these metrics alongside your creative decisions, not in isolation.
Refine over time. As you send more campaigns, use performance data to continuously sharpen your segmentation.
How It Works
These metrics are based on historical engagement data for the recipients in your selected segment, using delivered messages only — bounces are excluded.
Open Rate = Total Open Events ÷ Total Delivered Emails One open event is counted per mailing, per day, per recipient. If someone opens the same email on multiple days, each day counts separately.
Click Rate = Total Click Events ÷ Total Delivered Emails One click event is counted per link, per day, per recipient. Clicking multiple links in the same email counts as separate events.
These figures are directional estimates of expected performance, not guaranteed outcomes.