This article explains how to understand your email campaign statistics in the Email Campaigns app.
Email Campaign Statistics
After sending an email with the Email Campaigns app, you can view detailed statistics to evaluate your campaign's performance.
To get started, open the Email Campaigns app and click on the email you want to review — this works for both newsletter and triggered campaigns. Here's what you'll find:
Quick Actions
At the top right of the page, you can click View email to preview the sent email, or Download to export the campaign statistics. You can also copy the campaign ID by clicking the copy icon next to the ID at the top of the page.
First Tab: “Overview”
The Overview tab shows you the key delivery metrics for your campaign, split into four sections:
Delivery info
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Sent emails: The total number of emails sent. The grey subtitle shows how many contacts were selected and how many were suppressed. Suppressed contacts are excluded because they are on the suppression list.
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Delivered emails: The percentage and count of emails that were successfully delivered.
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Soft bounces: The percentage and count of temporary delivery failures.
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Hard bounces: The percentage and count of permanent delivery failures.
You can also preview the sent email directly from this tab, or click View heatmap to see which links were clicked most.
Revenue
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Revenue: The revenue directly attributed to this campaign's performance.
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Assisted revenue: Revenue influenced by this campaign via secondary or assisted interactions.
Activity info
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Open rate: The percentage of delivered emails that were opened.
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Click rate: The percentage of delivered emails that had at least one link clicked.
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Complained: The number of recipients who marked the email as spam.
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Unsubscribed this campaign: The number of recipients who unsubscribed via this specific campaign.
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Activity funnel: A bar chart showing the step-by-step drop-off through your campaign: Sent → Delivered → Opened → Clicked. It also displays the total emails sent and the overall conversion rate: the percentage of sent emails that resulted in a conversion.
Audience info
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Audience at time of sending: Shows the list or group the campaign was sent to, including the number of contacts at the time of sending.
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Recipient funnel: A breakdown showing:
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Selected contacts: Total contacts in the sending list.
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Excluded by suppression list: Contacts removed because they appear on the suppression list.
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Emails sent: The final number of emails that were actually sent.
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Second Tab: "Activity Statistics"
The Activity statistics tab gives you a detailed breakdown of your campaign's performance. Using the dropdown menu, you can switch between the following metrics: Delivery, Opens, Clicks, Bounces, Complaints, and Unsubscriptions. Each section shows the relevant metrics along with a searchable list of the individual contacts associated with that activity and date time stamps, allowing you to see exactly which recipients did what action.
Third Tab: "Recipients"
The Recipients tab gives you a contact-level overview of your campaign. It shows a list of all individual recipients with their email address and timestamps for key events. Using the Events filter, you can narrow down the list by specific activities: Sent, Delivered, Opened, Unique links clicked, and Unsubscribed. You can also search for a specific recipient by email address using the search bar.Do you want to see on an individual level who clicked on which link? You can use the Customer Data platform to analyse this.
Overall statistics page
When clicking on the left menu item "Overall statistics" you can review an overview of bundled statistics over all sent emails of the past 30 days.
Suppression list page
When clicking on the left menu item "Suppression list" you can review all the recipients in your account which are bounced and have complained. When someone is on this list unjustified, you can use the bin icon to remove him/her from this list. When someone on this list is still present in your sending list, these person will automatically be removed from the sending.