Understanding Analytics
Learn what your campaign metrics mean and how to use them to improve.
Key Metrics Explained
Delivered
Emails that successfully reached recipients' mail servers. Calculated as: Sent - Bounced.
Good benchmark: 98%+ delivery rate
Open Rate
Percentage of delivered emails that were opened. Indicates subject line effectiveness and sender trust.
Good benchmark: 25-35% for nonprofits/churches, 18-25% for businesses
Note: Apple Mail Privacy Protection may inflate open rates. Focus on click rates for accuracy.
Click Rate (CTR)
Percentage of delivered emails where someone clicked a link. Shows content and CTA effectiveness.
Good benchmark: 3-5% for nonprofits/churches, 2-3% for businesses
Click-to-Open Rate (CTOR)
Of people who opened, what percentage clicked? This isolates content effectiveness from subject line.
Good benchmark: 10-15%
Unsubscribe Rate
Percentage who opted out after receiving this email. High rates signal content or frequency problems.
Warning threshold: Above 0.5% requires investigation
Accessing Your Analytics
Campaign Reports
Go to Campaigns → Click any campaign → Report tab. See detailed metrics, click maps, and recipient activity.
Dashboard Overview
Your dashboard shows trends across all campaigns: total sends, average open rate, and list growth.
Analytics Tab
Go to Analytics for aggregate reports, comparison tools, and audience insights.
What to Look For in Campaign Reports
Overview Panel
- • Total sent, delivered, opened, and clicked
- • Comparison to your averages
- • Quick health indicators
Click Map
Visual overlay showing where people clicked in your email. Identifies which links and buttons perform best.
Activity Timeline
When opens and clicks happened over time. Shows peak engagement windows for future scheduling.
Recipient Lists
View exactly who opened, clicked, bounced, or unsubscribed. Export lists for follow-up or segments.
Using Analytics to Improve
Low Open Rates?
Test different subject lines, send times, or sender names. Make sure you're emailing engaged subscribers.
High Opens, Low Clicks?
Your subject line works but content doesn't deliver. Improve CTAs, make links more visible, or adjust content.
High Bounces?
Clean your list. Remove addresses that hard bounce. Verify email addresses at signup.
Analytics Tips
- • Compare to yourself: Your benchmarks matter more than industry averages.
- • Look at trends: One campaign's metrics can vary; trends over time are more meaningful.
- • Segment analysis: Check if certain segments perform better—then send more targeted content.