Consulting and Interpreting Campaign Reports

Summary

In the first section, the Summary tab, you can check the general data of the campaign.

Campaign Summary

First, you will see the send date, the name and email of the sender, the subject, and the number of recipients.

Status of Delivered Emails

Next, you can see the current status of the emails that have been delivered both numerically and in a graph. This way you can know important metrics such as the open rate or the number of complaints (remember that a high number of complaints can cause your campaign to be canceled).

Status of Sent Emails

The status of sent emails will indicate the number of them that have been delivered correctly, and those that have returned a soft bounce (which will make another attempt after some time), or a hard bounce (remember that a high number of hard bounces can cause your campaign to be canceled).

• Delivered emails: These are the emails that have reached your recipients' inboxes. This category includes both opened and unopened emails, as well as complaints. We understand a complaint as every time a user has manually marked your send as spam.
• Soft bounces: Sending error when the email could not be delivered to the recipient temporarily, for example, due to a full inbox at the time of receiving the email. When a soft bounce occurs, the server will make another (or others) subsequent delivery attempts, usually after the rest of the campaign has been sent correctly.
• Hard bounces: Sending error when the email ISP (Gmail, Yahoo, Hotmail, etc.) recognizes the email as non-existent. This may be due to the email no longer existing or having some kind of typo. It is important to avoid hard bounces as much as possible, as they affect the reputation of your sending domain since email ISPs penalize sending to non-existent emails.
• Complaints: This status occurs when the email recipient marks the email as spam or unwanted.
• Unsubscribe: This occurs when the email recipient clicks on the unsubscribe link. Although it is not common, there are certain antivirus configurations and anti-spam systems that, if they detect that the email is unwanted, make an automatic call to unsubscribe from that subscription.

Remember that you have more information about all these concepts in our article on essential email marketing metrics.

General Information

The general information section provides you with the total amounts of sent, delivery errors (due to hard bounce or soft bounce), unsubscribes, date and time of the last open, and the number of unique clicks (or number of recipients who clicked on the email).

Advanced

In the Advanced section of your campaign reports, you can check other types of data that help you evaluate your send.

Opening Devices

In this section, you can check the percentages of the type of device on which your campaign has been opened, which will help you adapt future sends to the most common devices.

What does it mean that the opening device is Google Proxy?

Sometimes Gmail caches images (preloads them) before the email is opened. This way, when the person opens the email, they are seeing a preloaded view of that email and not the original, so it is not possible to know if they opened their Gmail email from a mobile, computer, or tablet.

Top ISPs

You will also be able to know which email clients (Gmail, Yahoo, Hotmail, others) your subscribers open the campaign on, and the statistics for each of them.

Evolution of Sending Over Time

This graph indicates how your sending has evolved over time visually.

Origin of Opens

By hovering the mouse over each country on the map, you can know the number of opens that have occurred in each of them.

Browser of Opens

You will also be able to know which browsers and email clients your email has been opened in.

The email client is the application, program, or web address from which the email is accessed. The most common are:

• Gmail
• Outlook
• Thunderbird
• Apple Mail
• Opera Mail

Operating System of Opens

Likewise, information about the operating system used to perform the opens is also available.

Click Map

In the Click Map section, you can see your template and the percentage of subscribers who have clicked on each link relative to the total who opened the email. This information is very useful for improving the design of your template in terms of link usage, buttons, and calls to action.

URL Tracking

You can also consult a list of the unique clicks each link included in the email has received. For each of them, you can see the details of which subscribers clicked by pressing the action menu button (button with three dots).

Subscriber Details

Finally, you can consult in detail each subscriber included in the send, categorizing them as Opened, Not Opened, Clicks, Hard Bounces, Soft Bounces, Complaints, and Unsubscribes.

For each subscriber, you can know the open date, country, city, the number of times they opened it, the list they belong to and their status in it, and the quality calculated based on their interaction with your sends. You can generate a file to download with these subscribers or create a new list based on the filter you have chosen.

Compare Results of Two or More Campaigns

In addition to consulting all these statistics for each campaign, you have the option to compare these results between two and ten of them. You just need to select the campaigns you are interested in and click the Compare button.

In this way, you will be able to see a graphical comparison of the results of the campaigns you have selected.

If you want to know more about which statistics are the most important, how to interpret them, and how to improve them, visit our Guide to the Most Important Metrics in Email Marketing.