When you send an email in PublicInput.com, you'll see two open rate metrics: Opens & Clicks, and Unique Opens & Unique Clicks.

Those two numbers are often different. Here's why:

Opens: Represents the total number of times people opened your email. If you sent your email to 10 people, and each of them opened it twice, your opens would equal 20.

Unique Opens: Represents the number of individual people who opened your email. If you sent your email to 10 people, and only 5 people opened it, your unique opens would be 5. If those 5 people opened your email twice, you'd see 10 opens but 5 unique opens, which will tell you only half of the recipients are opened your email.

Clicks: Represents the total number of clicks that were made on all the links in an email, whether those clicks came from the same recipient or not. So if you sent the email to 10 people, and each of them clicked the link twice, then the clicks would equal 20.

Unique Clicks: Represents how many individual recipients clicked on your links. To use the same analogy, if you sent your email to 10 people, and each of them clicked the link twice, the unique clicks would equal 10 (When the same recipient clicks on your link more than once, the Unique Clicks Indicator only counts the first *unique* click, not any future clicks on the link.)


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