Email Analytics
Track the performance of your email campaigns.
Coming Soon: Email Analytics is currently in development.
Email marketing without analytics is guessing. Analytics reveal what's working, what's not, and where to focus improvement efforts. Each campaign generates data that, properly interpreted, makes the next campaign better. Over time, this feedback loop transforms email from an uncertain channel into a predictable, optimizable part of your marketing mix.
Accessing Campaign Analytics
Navigate to Email > Analytics to see your email performance data. You can view aggregate metrics across all campaigns or drill into individual campaign performance for detailed analysis.
The overview shows trends over time — are your open rates improving? Are click rates declining? Aggregate views reveal whether your program is moving in the right direction.
Individual campaign reports show how specific sends performed. Compare similar campaigns to understand what drove differences in results.
Delivery Metrics
Before emails can be read, they must be delivered. Delivery metrics tell you whether your emails are reaching inboxes.
Sent counts the total emails dispatched for a campaign. This is your starting point — everyone you attempted to reach.
Delivered counts emails successfully accepted by recipient mail servers. The difference between sent and delivered represents bounces and other delivery failures.
Bounced indicates delivery failures. Hard bounces mean permanent failures — invalid addresses or domains that don't exist. Soft bounces are temporary issues like full mailboxes. High bounce rates damage sender reputation.
Delivery rate — delivered divided by sent — shows what percentage of your list actually received the email. Healthy lists should see delivery rates above 95%. Lower rates suggest list hygiene problems.
Engagement Metrics
Once delivered, engagement metrics reveal how recipients interact with your content.
Opens count how many times your email was opened. This metric has limitations — some email clients block the tracking pixel, so actual opens may be higher than reported.
Open rate — opens divided by delivered — indicates what portion of recipients found your subject line compelling enough to click. Open rates vary by industry, but 20-25% is often considered healthy for marketing emails.
Clicks count interactions with links in your email. Clicks represent active engagement — someone was interested enough to take action.
Click rate — clicks divided by delivered — shows what portion of all recipients clicked something. This measures overall campaign effectiveness at driving action.
Click-to-open rate — clicks divided by opens — measures how compelling your content was to those who actually opened. A high click-to-open rate with a low open rate suggests your content is strong but your subject line isn't capturing attention.
List Health Metrics
Some metrics reveal the health of your subscriber relationship rather than individual campaign performance.
Unsubscribes count people who opted out after receiving your email. Some unsubscribes are natural — people's interests change. But a spike in unsubscribes signals a problem with that specific email.
Spam reports indicate recipients marking your email as spam rather than unsubscribing normally. Spam reports are serious — too many hurt deliverability for your entire list. Keep spam reports well below 0.1% of sends.
Monitor these metrics for trends. Gradually increasing unsubscribes or spam reports suggest declining list health or content quality that needs attention.
Campaign Reports
Individual campaign reports provide detailed breakdowns of each send.
Summary metrics give you the overall picture: total sent, opens, clicks, and derived rates.
Click maps show which links received the most clicks. Understanding where people click helps you optimize link placement and calls-to-action.
Device breakdown reveals whether opens came from desktop or mobile. If most of your audience reads on mobile, mobile optimization becomes critical.
Geographic data shows where your engaged subscribers are located. This can inform send timing and content localization.
Optimizing Send Time
Analytics reveal when your audience is most likely to engage.
Best days show which days of the week see highest engagement. You might find that Tuesday sends significantly outperform weekend sends, or the opposite.
Best times identify hours when opens and clicks spike. Morning sends might work for some audiences; evening for others.
Use this data to schedule future campaigns for optimal timing. Rather than guessing when to send, let your audience's behavior guide the decision.
Acting on Analytics
Data without action is just numbers. Use analytics to make better decisions.
Target a 20% open rate minimum. If you're consistently below this, focus on subject line improvement. Test different approaches, lengths, and styles.
Target a 2% click rate minimum. Low clicks despite good opens suggest your content isn't compelling action. Review your calls-to-action and content relevance.
Investigate anomalies. When a campaign performs dramatically better or worse than average, understand why. What was different? Can you replicate successes and avoid failures?
Watch for declining trends. If open rates have dropped steadily over several months, something is changing — list fatigue, content staleness, or deliverability problems. Diagnose and address the trend before it worsens.
Segment based on engagement. Use engagement data to create segments of active and inactive subscribers. Send re-engagement campaigns to inactive subscribers; reward active subscribers with exclusive content.