Report Summary

The Report Summary will give you an overview of how your campaign has performed. This document will help you understand the various terms used in the Report Summary of Zoho Campaigns.

Note:

The Bot Filter option will be enabled by default. This implies that clicks and openings from bots will be excluded from your email campaign reports. When the bot filter is disabled, these metrics will include bot generated activities. Learn more

How to view Report Summary

To view report summary:

From the Navigation toolbar, choose Reports.
Select Sent Campaigns.
Click the campaign of which you want to view the report, and you'll be taken to the Report Summary section.
You can see the data in the Report Summary sub tab.

Understanding the terms in Report Summary

Given below is a table of terms and their descriptions that you'll find in the Report Summary section.

Terms	Description
Sent	Number of emails sent
Delivered	Number of emails delivered
Opened	Number of times individual users opened the email campaign. Each user will be counted only once regardless of the number of times they opened the email.
Unopened	Number of emails not opened
Clicked	Number of times a URL in your email campaign was clicked.
Unsubscribed	Number of recipients who've unsubscribed from receiving your email campaigns.
Marked spam	The number of times individual recipients mark your email as spam. Learn more
Forwards	The number of times your recipients share the email campaign with someone.
Open rate	The open rate is the percentage of recipients who opened your email campaign out of the total number of contacts to whom the campaign was delivered. If the bot filter is disabled, the open rate will include bot opens as well.
Reliable opens	Reliable opens show the number of contacts, identified as humans, 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.
Bot opens	Number of email opens triggered by bots and other automated systems, rather than human recipients.
Total opens	Total opens include the number of times your recipients have opened the email campaign. If the bot filter is disabled, this metrics will include bot opens as well.
Click rate	Click rate is the percentage of recipients who clicked a link in your email out of the total number of recipients to whom the email was delivered. If the bot filter is disabled, the click rate will include bot clicks as well.
Total clicks	Total clicks are the total number of clicks received for your email campaign, including multiple clicks by the same recipient. If the bot filter is disabled, total clicks will also include bot clicks.
Reliable clicks	Reliable clicks refer to the number of individual recipients who have clicked a link in your email campaign. Each recipient is counted only once, regardless of how many times they click the link.
Bot clicks	The number of times recognized bots and other automated systems have clicked a link in your email campaign.
Click-to-open rate	Click-to-open rate is the percentage of recipients who clicked a link in your email out of the total number of recipients who opened it. If the bot filter is disabled, it this metrics will include bot generated clicks as well.
Reply rate	Reply rate is the percentage of recipients who sent a reply to your email out of the total number of recipients to whom the email was delivered.
Unique replies (Unique replies will be tracked only if the 'Reply tracking' option is enabled while configuring the email campaign)	Unique replies is the number of individual recipients who sent a reply to your email out of the total number of recipients to whom the email was delivered. Individual recipients' replies will be marked only once, no matter the number of times they reply.
Auto-replies (Auto-replies will be tracked despite the status of the 'Reply tracking' option)	Auto-replies shows the number of automated email responses generated by your recipients’ email systems. For example, out-of-office emails, vacation emails, and so on.

How is open rate calculated?

Percentage of delivered email messages that have been opened.

To track the number of email opens, a one-pixel image is added to the email. This is known as a "web beacon" or "tracking image", and is invisible to your contacts. Every time a contact’s email program loads that image, it contacts Zoho Campaigns and the email opening action is logged.

How is click rate calculated?

Percentage of opened emails whose links or buttons have been interacted with by the recipient.

Click rate percentage

Whenever a recipient opens an email and clicks on a link or button, it's counted as a 'click-through'. Click-throughs indicate that your recipient is interested in your email and wants to engage further.

When an email open goes uncounted

As open rates are calculated from the tracking image, they can't be counted accurately in the below cases:

Plain-text emails

Open rates can't be tracked when a campaign has been sent in plain text format. If you want to track your opens, we recommend you send out HTML-based emails.

Image-only emails

Most mailbox providers (Gmail, Outlook, etc) do not display images in emails by default. The email recipients are expected to actively click on Display Images to view the content. When you send an email with image-only message, your recipients may only see a blank email. This will not be counted as an email open. If the recipient clicks Display Image, or any other URLs in the email, it will be considered as opened.

Because of this, your campaign report may show a smaller open rate than is representative of the number of people that actually opened it.

To avoid this, Zoho Campaigns recommends you:

Request that your recipients add your sender address to their address book (whitlelisting). To learn how to whitelist a sender address, click here.
Avoid image-only emails and use text along with your images, so that your recipient doesn't misinterpret it as a blank email.

Opens by time

The opens by time graph shows the times that experience the maximum number of opens. Scheduling your email campaign to be sent out at the optimal time can have a significant impact on your open rates, increasing the effectiveness of your campaign. This graph helps you decide the best time to send your email.

Opens by location

This geographical map allows you to see where your emails are being opened. It lets you track opens by location and use that data for segmentation. By hovering over the country, you can view the exact number of contacts who successfully received and opened your email campaign. It is a great way to know where most of your customers are. You can use this data to run targeted marketing campaigns in those locations where maximum response is recorded.

Note

If one recipient opens the same campaign in two different locations, opens will be displayed at both locations, whereas the unique open count would remain one.

Subject and sender details

This section will give you an overview regarding the basic details of the campaign, like the email's subject, sender name and address, reply-to address, and so on.

Mass update fields

You can mass update a specific field for contacts who have opened an email campaign from various countries. To mass update contacts:

From the Navigation toolbar, choose Reports.
Select Sent Campaigns.
Click the email campaign, you wish to mass update the contacts.
Under Report Summary, go to Opens by Location and then click table view.
Select a country from the drop-down menu and then click the Mass Update
icon.
A pop-up will appear where you need to fill out the following information:
- Select the field from drop-down menu, you wish to update.
- Specify a value for the field to be updated.
- Click the Proceed button and then Update to confirm changes.

Export contacts

You can export your contacts in any format so that it provides a backup for your database. To export the mailing lists:

From the Navigation toolbar, choose Reports.
Select Sent Campaigns.
Click the email campaign, you wish to export contacts.
Under Report Summary, go to Opens by Location, and then click the table view.
Select a country from the drop-down menu, and click the Export Contacts icon.
In Export Mailing List page, do the following:
- Filter by Date – Select a time to export contacts based on activity
- Select fields to be exported – Select the checkbox fields to include additional information.
- File Name – Give a name to the file to be exported.
- Click the format (CSV, TSV, XLS, JSON, etc.); you want to export the file.

Export Reports

You can export the reports of all your campaigns in a .xls or a .csv file to keep a backup of the data. To export reports:

From the Navigation toolbar, choose Reports and select Sent Campaigns.
Select the checkbox corresponding to the campaign of which, you wish to export report.
After selection, click the Export Reports button the top-left corner of the section.
Select which data of the campaign you want to export, in the popup that follows.
Enter a name for the file to be exported.
You can export report summaries based on certain criteria. Different criteria based on which you can export summaries are:

Time: Based on the time when your campaigns were created, sent or all time.
Mailing Lists: Based on the mailing lists to which your campaigns were sent.
Folders: Based on the folders to which your campaigns were sent.

7. Click Export.

Export with Filter by criteria

Click the Export Reports button in Sent Campaigns page under Reports
You can choose to export the summaries of only the campaigns that you want, by applying certain filters.
- If you choose to export reports by time, then you can filter campaigns based on their creation time, sent time.
- If you choose to export by mailing lists or folders, you can filter by campaign creation time, sent time or campaigns created or sent in all time.
- You can also filter campaigns based on their type, status and owner.
In the Data to export section, you can choose the campaign data that you want to be included in the report.
By default, five basic data related to a campaign will be exported and you can choose to export more.
Enter a name for the file to be exported.
Click Export.

Note

You cannot filter other users' campaigns if you do not have the privilege or if you are the only user for the organization.
You can export reports of a maximum of 20 campaigns only.
The exported file would be a password protected file. The password to open the file is first four characters of your email address and the last four numbers of your Zoho user id.
When you export the campaign report, the file will be downloaded to your device’s Downloads folder by default. If you’ve set a different folder for downloads, it will be saved there instead.

How long will my campaign reports be saved in my account?

At Zoho Campaigns, we'll retain the information related to past campaign reports such as opens, clicks, email addresses and related activities for a period of 5 years.

After five years, you can only view the overview of the report rather than the detailed report summary.

Note

After five years, you can only view the overview of the report rather than the detailed report summary.
For accounts created before 28/04/2021, we will retain past campaign reports and related activities for a period of 2 years.