This is something that's bothered me for a long time...the metrics on email-blast performance are REALLY messed up, to the point of being totally useless. Topspin only shows TOTAL (aggregate) Opens & Clicks, so if one fan opens the email 5 times & clicks a link 10 times, all of those actions are counted toward the total. This leads to "percentages" of over 100%, which is meaningless. The bad data Topspin provides makes it impossible to evaluate the real effectiveness of an email campaign, and therefore impossible to test & improve my email-marketing strategies. I feel stuck.
I would recommend several improvements to the email metrics:
display UNIQUE Opens and Clicks in addition to (or instead of) TOTAL Opens & Clicks
show an OPEN RATE metric -- number of unique Opens divided by Emails Delivered. You show "Click Rate", but not Open Rate (I have to calculate that myself). Open Rate is crucial to evaluating the effectiveness of an email campaign.
calculate the CTR metrics based on Unique Opens & Clicks (this will provide more accurate data on email performance)
remove the CTR metric for "Total Clicks / Total Delivered". This is a pointless metric; it doesn't matter how many deliveries got clicks, only how many Opens got clicks.
add a button to quickly remove Bounces from the Fan database. Currently, I see how many emails bounced, but I have no way of identifying them or removing them.
This will go a long way towards making Topspin's email-blast tool a more useful (and ultimately more profitable) tool for users.