How to analyse the results of an email campaign?

You have sent your first campaign. Let’s now review your campaign statistics. To do this, go to the Marketing tab (1), then click Statistics (2).

Select the period for which you want to analyze your results, then click Show statistics (3).

The main indicators are displayed automatically:

Sent: number of campaigns sent during the selected period
Recipients: total number of contacts who received your campaigns
Opens: total number of recipients who opened your emails at least once
Clicks: total number of recipients who clicked on at least one link in your emails
Unsubscribes: total number of contacts who unsubscribed from your mailing lists. These contacts remain in your database but will no longer receive your emails
Replies: total number of contacts who replied to an SMS campaign
Soft + Hard bounces: total number of soft and hard bounces

The rates displayed below are calculated as follows:

Open rate = total opens / delivered emails
Click rate = total clicks / delivered emails
Unsubscribe rate = total unsubscribes / delivered emails

Please note: Apple is progressively limiting the ability to track when users open emails via Apple Mail. We provide an estimated number of opens based on the data we can track.

You can now click Report to access the detailed report of one of your campaigns listed below.

Overview

By clicking on Overview (1), you will see the number of contacts who received your campaign, as well as the number of opens, clicks, and unsubscribes. To access the exact lists of these contacts, simply click View (2).

Deliverability details

By selecting the Deliverability tab (1), you can view the number of Delivered emails (2), meaning emails that successfully reached recipients (in inbox or spam folder).

Bounces are error messages returned by servers and correspond to emails that were not delivered.

There are two types of bounces:

Soft bounces: caused by a temporary issue. Future campaigns can still be sent to these recipients (e.g. recipient server unavailable or inbox full).
Hard bounces: caused by a permanent issue. These recipients are automatically blocklisted and will no longer receive your campaigns (e.g. email address or domain no longer exists).

The delivery process can take up to 36 hours. During this time, some emails may appear as “sending in progress”. After this period, emails will be marked as Delivered or Bounced (soft or hard).

At the bottom of the page, you can view reports filtered by list or by domain. The domain view is particularly useful to ensure consistent deliverability across domains.

Open details

Click on Opens to track how opens evolve over time. Analyzing this data can help you optimize future campaigns.

If you notice a high open rate on mobile and tablet devices, it indicates that you should pay particular attention to the responsive design of your emails.

Click details

In the Clicks tab, you can analyze how recipients interact with your email content.

Heatmap

The heatmap allows you to visually identify the areas that generated the most clicks.

You will also find, at the bottom of the page, a detailed list of all clicked links.

Sharing campaign results

The two buttons located at the top right of the report allow you to export your campaign data.

By clicking Share (1), you can send the report by email. By selecting Export report (2), you can download it as a PDF or export it as a CSV file.

You now have access to comprehensive statistics to understand what worked (or not) in your campaigns and continuously optimize your performance.