Read the Results
After a campaign sends, review delivery, opens, clicks, unsubscribes, bounces, and complaints together.
Overview
Campaign metrics are useful only when you read them in context. A high open rate with low clicks may mean the subject worked, but the email body or offer did not. A low open rate may mean the subscriber list, subject, send time, or sender trust needs improvement.
Do not judge a campaign by one number. Look for patterns across several sends. The goal is not to improve a dashboard for one day. The goal is to build sending habits that subscribers continue to welcome.
What to Check
- Delivered count shows how many emails your email delivery service reports as accepted or delivered.
- Open tracking estimates how many subscribers opened the email, but privacy features can make open counts imperfect.
- Click tracking is often a clearer sign of interest because the subscriber took an action.
- Unsubscribes show subscribers who chose to stop receiving normal marketing email.
- Bounces show addresses that could not receive the email.
- Spam Complaints show subscribers who marked the email as spam and need serious attention.