What your mass message report means
For creators reading a sent campaign — why reach is lower than the audience, what Skipped means, and how opens and earnings are counted.
A sent mass message reports four counts and two measures. They are not the same number and they are not meant to match.
The four counts
Reached plus skipped plus failed accounts for the people addressed. A big gap between addressed and reached is usually skips, not breakage.
Why fans get skipped
A skip is a rule working correctly, not a fault. Each skipped recipient carries one of four reasons:
- Blocked — one of you has blocked the other.
- Muted — that fan muted you.
- Opted out — that fan opted out of promotional messages. A mass message is promotional, so it does not reach them.
- Already sent — they had already been delivered this campaign, so they were not sent it twice.
Skipped is reported separately from Failed on purpose. Without it, a send to 1,284 fans of whom 400 had opted out would have reported 1,284 reached — which would have been a lie about your reach. Read the skip count as “the rules did their job”, and the reach count as the truth about how many people got it.
Statuses
- Draft — written, not sent.
- Queued — waiting to go out.
- Sending — going out now.
- Sent — finished, everything that could be delivered was.
- Partially failed — finished, with some copies failed.
- Cancelled — you stopped it. The copies already delivered stay delivered.
Sent and partially failed are final; you cannot cancel or edit either.
How opens are counted
Opens are worked out from how far each recipient has read in their chat. They come as two numbers: the opens, and the number of recipients EVVA could measure at all.
This is not a view count, and it is not comparable to one. Recipients who hide their read receipts are excluded from the denominator entirely, so the measured group is smaller than your reach. And if you have hidden your own read receipts, you are shown nobody’s — read receipts are symmetric, so the measure goes quiet for you.
An open figure lower than your reach is therefore normal and does not mean the message went unread.
Earnings
The second measure is what the campaign earned — the copies recipients paid to open. A campaign sent without a price on it has nothing to earn.
Your earnings screens are the authority on money. Read a campaign’s figure to compare one send with another, and your earnings screens for what you are actually paid.
Who bought
See who bought opens the list of recipients who paid to unlock the campaign’s copy. Everything else on this screen is counts rather than names.