What exactly is a view?

In simplest terms, a view is recorded when a recipient opens an email. 

More specifically, a view is triggered and tracked when a tiny image in the HTML version of the email is downloaded from our servers. This means that for any recipients who have images blocked or who read the message on a mobile device that does not display the full HTML message, a view will not be counted.

Different Types of Views

• A unique view is recorded when a recipient (with images enabled) opens a campaign.
• An inferred view (indicated by a red asterisk in Reports) is a special type of unique view that is recorded when a recipient has images disabled (meaning a unique view was not initially recorded when they opened the email) but the recipient takes an action with the campaign such as clicks a link, downloads a file or opts out. In these cases, the system inferred that in order to click, download or opt out, the recipient had to view the campaign - so in addition to recording the specific action(s) taken by the recipient, a unique view is also recorded.
• A repeat view is recorded when a recipient views the campaign again, or when they click "forward" in their email application and send the campaign on to additional recipients who then view the campaign.
• The number of total views includes all unique views, in addition to any repeat views recorded for the campaign.

• A referred view is recorded when the campaign is viewed after it has been shared by the original recipient - either by posting on Twitter or Facebook, or by sharing the campaign using a "Forward to Friend" link from within the email content. Referred views are not included in the total views statistic because they are attributed to actions outside the original sending of the campaign and are counted separately. Note: referred views are currently recorded in the Stream tab in Reports. Additional reporting for social sharing is currently in development.

It is also important to note that industry leaders are continuing to evaluate ways to redefine and standardize view metrics.  In the meantime, while view statistics can provide a good historical benchmark (meaning any sudden drops in view rates should be further investigated), there are other statistics that are generally considered to be more telling and valuable regarding the success of a campaign - such as the clicks and other interaction measures.