Email campaign reports
Email campaign reports help you understand how your campaigns are performing and how recipients are engaging with your emails. From opens and clicks to bounces and unsubscribes, these insights give you a clear picture of what’s working and what needs improvement. This document talks about how to read and analyze your email campaign reports so you can make informed decisions and improve future campaigns.
The email campaign reports is divided into four sections:
Overview
Contacts
Link insights
Configuration
Overview
The metrics available under the Overview tab are:
Sent stats
Total recipient: The total number of contacts the campaign was intended to reach
Sent: The number of emails successfully sent
Delivery stats
Delivery rate: The percentage of sent emails that were successfully delivered to recipients
Hard bounces: Emails that failed permanently due to invalid or non-existent email addresses
Soft bounces: Emails that failed temporarily due to issues like full inbox or server problems
Engagement stats
Open rate: The percentage of delivered emails that were opened
Click rate: The percentage of recipients who clicked at least one link in the email
CTOR (click-to-open rate): The percentage of opens that resulted in clicks
Reply rate: The percentage of recipients who replied to the email
Unsubscribe rate: The percentage of recipients who opted out after receiving the email
Spam rate: The percentage of recipients who marked the email as spam
Open stats
Open rate (when the bot filter is enabled): The percentage of recipients who opened your email campaign out of the total number of contacts to whom the campaign was delivered.
Open rate (when the bot filter is disabled): The the percentage of recipients, including bots, who opened your email campaign out of the total number of contacts to whom the campaign was delivered.
Unique reliable opens: Show the number of contacts who opened your email. Each recipient is counted only once, regardless of how many times they open the email.
Apple MPP opens: The percentage of email opens affected due to Apple's Mail Privacy Protection (MPP) feature, introduced in iOS 15 and later versions. As part of MPP, email content is preloaded in Apple Mail servers. As a result, the email is marked as opened even if a recipient has not actually opened it.
Total multiple opens (when bot filter is enabled): Total opens include the number of times your recipients have opened the email campaign.
Total multiple opens (when bot filter is disabled): Total opens include the number of times your recipients, bots, and other automated systems have opened the email campaign.
Performance benchmark: A comparison of your open rate against industry standards
Click stats
Click-through rate (when the bot filter is enabled): The percentage of recipients who clicked a link in your email out of the total number of recipients who opened it.
Click-through rate (when the bot filter is disabled): The percentage of recipients, including bots, who clicked a link in your email out of the total number of recipients who opened it.
Click-to-open rate: The percentage of opened emails that resulted in clicks
Unique reliable clicks: The number of distinct recipients who clicked links (excluding repeated or bot clicks)
Total multiple clicks (when the bot filter is enabled): the total number of clicks received for your email campaign, including multiple clicks by the same recipient.
Total multiple clicks (when the bot filter is disabled): The total number of clicks, including bots received for your email campaign, including multiple clicks by the same recipient.
Performance benchmark: A comparison of your click performance against industry standards
Performance over time
It displays a timeline view showing how opens and clicks occurred after the campaign was sent.
Top links by clicks
URL: The link included in the email
Clicks: The total number of times the link was clicked
CTOR: The percentage of people who clicked the link after opening the email
Domain status
Domain: The recipient’s email domain (e.g., gmail.com, yahoo.com, etc.)
Sent: The number of emails sent to that domain
Delivered: The number of emails successfully delivered to that domain
Opened: The number of emails opened from that domain
Clicked: The number of clicks from recipients in that domain
Bounced: The number of emails that failed to deliver to that domain
Open rates by device
It shows how many recipients opened the email on desktop, mobile, etc.
Open rates by browser
This metrics displays which web browsers were used to open the email
Open rates by email client
Its shows which email apps or clients (like Gmail or Outlook) were used to view the email campaign.
Location breakdown
This shows where your recipients are located based on their opens and clicks, segmented by country, state, and city.
Contacts
The Contacts tab in email campaign reports shows recipient-level details, including who the email was sent to and how each contact interacted with it, such as opens, clicks, bounces, unsubscribes, and other engagement actions. You can filter the contacts the email was sent to based on:
Sent
Delivered
Opens
Reliable opens
Apple MPP opens
Unopened
Clicks
Reliable clicks
Bounces
Hard bounce
Soft bounce
Unsubscribes
Replies
Unique replies
Auto-replies
Spam reports
Link insights
This section displays how recipients interacted with the links in your email, including which links were clicked, how many times they were clicked, and how each link performed in terms of engagement.
Configuration
This section includes the setup details of your campaign, including recipient list, subject line, sender information, reply-to address, and other configurations used while creating and sending the email.