Reading an Email Campaign’s Report

An email campaign’s last step, Performance, shows what its emails did: how many went out, how many were opened and clicked, what recipients bought afterwards, and what bounced or was reported as spam. Its General tab counts messages; its Recipient report counts people and lists every single send.

The Performance step

Open the campaign and go to its Performance step. Email & SMS Personalization and Cart Abandonment Emails campaigns both report this way. Two tabs:

Schedule report, beside the tabs, emails these numbers on a schedule (“Schedule send statistics to email”). Once a schedule exists, the button shows how many are active.

One email at a time. When the campaign has two or more emails, an Action selector appears under the range bar: Whole campaign, or one email by name. Every number on both tabs follows it.

Ranges end at yesterday

Under the tabs, Reporting time range: picks the period every number covers:

To the right, {n} days of data says how long the range is.

Every range ends at the last complete day: yesterday. Today is still being collected, and comparing a part-finished day against whole ones would look like a drop. From start and From last edit stop at yesterday too, and so do This month, This quarter and Year to date, except on the first day of the period.

• To see today, pick Today or Last 7 days incl. today under Date range…. The totals keep rising through the day, and the change badges then compare a part-finished day against whole ones.
• A custom range that ends today is cut back to yesterday.
• A campaign that started today has no complete day yet, so its range covers today rather than nothing.
• Sends are counted about an hour after they go out. What recipients then do on your site is counted once each visit ends, which can take 1–3 hours.
• Days are UTC days, midnight to midnight UTC, whatever your own time zone. The screen does not say so.

Change badges on most cards compare the range with the period of the same length just before it.

With no sends in the range, the General tab reads No emails or texts sent by this campaign in the selected range. A campaign that first sent today shows this until tomorrow.

Attribution: orders and revenue

Three tiles open the General tab, shown even at zero:

A Cart Abandonment Emails campaign shows a cart-abandonment block of its own above these tiles.

Delivery funnel

A strip of bars, each with its count and its share of the bar before it ({p}% of prev; the first reads baseline). The sub-line names the scope — Whole campaign or the chosen email — and the number of days. It counts messages.

Sent is every message that went out and was not recorded as failed. Opened is every message whose tracking pixel loaded, including messages whose recipient then unsubscribed. Clicked a link is the same figure as the Click rate card.

The cards

In this order. A card with a condition appears only when it applies.

The user lists. On a single campaign, Click rate and Clicked open a Users clicked list, Added to cart opens Users added to cart, and Purchased opens Users purchased. Users clicked lists the recipients who clicked a recommended item and reached your site — not everyone who clicked a link in the email. Everyone who clicked is on the Recipient report: click its Clicked bar. Open rate has no list.

Bounced, Spam complaints and Replies

These three cards come from the per-message send log — what the receiving mail server reported for each message, and the answers people wrote — rather than the daily totals behind the other cards.

• The verdict. Bounced and Spam complaints end with safe under 2% / safe under 0.1%, above the 2% safe line / above the 0.1% safe line, or Too few sends to judge when fewer than 100 messages were sent in the range. These are the same lines Email deliverability uses.
• Their “messages sent” is the send log’s own count, which includes messages that later failed, and covers only what is still within the account’s per-recipient retention window. On a longer range, the three cards describe only its recent part.
• Hidden, not 0%. Bounced and Spam complaints are left out when the send log has no sends in the range.
• Replies appears only once there is at least one, because a 0 could not tell “nobody replied” from “replies were not tracked”. Replies are recorded for emails sent with Track replies on. It counts answered messages, so someone who answered two emails counts twice; the By email table’s Reply rate counts people.

An address that hard-bounces or reports spam is never mailed again — see Bounces and spam complaints.

Charts

• Send & engagement: Sent, Viewed (opens), Links clicked and Clicked (recommended items clicked on your site), Daily or Weekly.
• Revenue attribution: each day’s site total in grey, with the part attributed to the email stacked in green at its base (This campaign). Revenue / Transactions switches the measure.

By email: each message on its own

On a single campaign, the card By email (“each message in this campaign, with its own trigger”) gives every email a row:

• Resend to people who didn’t open appears on a row with unopened sends. It creates a copy of the email for everyone it went to who did not open it, click it or reply: you choose its subject and how many days after the first email it goes. It is created as a new campaign that is not active yet, so you check it before you publish it. Once published, it goes to everyone that email ever reached who has not opened it, however long ago. Each person gets it once.
• + Add a follow-up step opens the Content step, where the campaign becomes a sequence — see Email sequences.
• An email with a subject test shows its result under the rows — see Subject tests.

The Recipient report

The second tab counts people: someone who received two of the campaign’s emails is one person here and two messages on General. Only its send log, at the bottom, lists messages. It reads the per-recipient send log, so it reaches back only as far as the account keeps that detail; the General tab has no such limit. Guide, at the right of the range bar, opens Recipient report — how to read it.

When the campaign sends several emails, or someone received more than one message, a notice says how many people received how many messages, until you Dismiss it.

Delivery & engagement starts with Over time: how many people reached Sent, Viewed, Clicked and Failed each day (or week). Its header shows the window every number on the tab is measured over.

Recipient outcomes

How far the people the campaign reached actually got. Each stage counts everyone who reached it or went further, every percentage is of Sent, and a grey “−{n} from the step above” shows the loss from one stage to the next. Two columns: People (this tab) and Messages (the unit the General tab reports).

Then, on your site: Added to cart and Purchased (Engaged and Converted for article emails) come from the item-interaction record and are dated by when they happened, so they can be larger than the stages above, and clicking them does not filter the table.

Beside the funnel are three outcomes: Unsubscribed; Error, every send that did not arrive — refused by the provider, bounced or reported as spam; and Pending, taken by the sender with no result yet.

Click a bar or an outcome to filter the send log below to those people’s sends. Clear table filter shows them all again.

Recipients stopped after 3 failed attempts

After three failed sends in a row to one person, the sender stops trying, and the card says how many: {n} recipients stopped after 3 failed attempts. They are left out of every number above. Usually the address is wrong, but a mailbox that was simply full works again: Try again puts them back for the next audience check, and an address that is really dead stops again after three more.

When people open

An hour-of-day strip of the last 500 confirmed opens in the range, each placed in the recipient’s own time zone where it is known and in server time (UTC) otherwise; the card says which. The note names the peak hour, for example “Peak is 09:00–10:00 with 14.2% of the sampled opens.” It is a good guide to an email’s send hour — or let Best time choose for each person.

All emails sent: the send log

Every send of the campaign in the range, one row per message — the complete record, not a sample. It is not loaded by itself: press Load all sends, or click a bar of Recipient outcomes.

• Email or user ID… finds one person: digits match the user ID, anything else part of the email address.
• Filter by state (All states) and, when the campaign has several emails, by email (All emails).
• Export all downloads the matching sends as a CSV of up to 10,000 rows: User ID, Email, Message, Sent, Viewed, State, Link clicks, Error. A bounced or spam-reported row exports as Error, and replies are not in it.

The last three take the place of Error for a bounce or a spam report. When one message gets several reports, the strongest wins: Marked as spam, then Bounced, then Bounced for now. Replied {when} beside the state means the person wrote back; the reply was forwarded to the email’s Reply-To address (see Reply tracking).

Dates, time zones and how long detail is kept

• The range, the chart labels and the day lists are UTC days.
• The send log’s own times (Sent, Viewed, Replied) are in your browser’s time zone.
• When people open uses each recipient’s time zone where known.
• Per-recipient detail is kept for a limited time, set per account; longer retention depends on your plan. The General tab’s totals are kept for good. A range older than that window shows No per-recipient rows in this range on the Recipient report, while the General tab still has its totals.

Why the two tabs differ

• Messages or people. General’s Sent counts messages; the Recipient report’s counts people. With one email per person they agree.
• Open rate and Viewed. Open rate counts a message whose recipient opened it and then unsubscribed as opened; Viewed does not, because the unsubscribe replaced the earlier state. The two can differ slightly.
• Retention. The Recipient report covers only the window per-recipient detail is kept for, so on a long range it can total less than General.
• Opens are approximate. Blocked images hide some opens, and Apple Mail opens every email it receives, read or not. Read opens as a trend; clicks are the firmer signal.

Related

• Analytics: Email & SMS and Email Deliverability — every email campaign together, and whether your email reaches the inbox
• Subject Tests — Reading the Result — the subject test inside By email
• Targeting People by What They Did With an Email — use opens, clicks and replies in an audience
• Bounces and Spam Complaints — what happens to an address that bounces
• Reply Tracking — how replies are recorded
• Troubleshooting Email Campaigns
• Performance Metrics — every number in Personyze

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