Sent campaigns: your campaign statistics

Once you've sent a campaign, it's time to check its statistics to see whether the results meet your expectations and how much interest the campaign has generated among your subscribers.

To do this, go to Reports >> Sent campaigns, where you'll find a list of all the campaigns you've sent so far:

At the top of the screen there is a search panel to quickly find a campaign. You can filter by ID, Subject, Status (Pending, Cancelled, Finished, Processing or Paused), Sender email and a date range in Created at. Click Search to apply the filters or Clean to clear them.

The information is organized in a simple way, so you can quickly check some aspects of each campaign. By default, these columns are shown:

• ID: unique identification number the system assigns to the campaign.
• Subject: title of the campaign sent.
• Sent emails: number of emails sent.
• Impressions: number of opens (keep in mind that the same subscriber may open the same message several times).
• Impressions (unique): number of different subscribers who opened the message.
• Clicks: number of times subscribers clicked on the links.
• Status: shows whether the campaign has finished, is being sent at that moment, is scheduled, etc.
• Created at: date the email was created.
• Soft bounced: number of emails bounced with a temporary error.
• Bounced: number of emails permanently bounced.
• Clicks (unique): number of different subscribers who clicked on any link.
• Unsubscribes: number of subscribers who unsubscribed from the campaign.
• Sender: sender name.

You can also add other optional columns: Sender internal name, Processed, Delivered, Reported as spam, Finished at (date the process finished) and Scheduled at (if the campaign has been scheduled for a future date, you can check it on this screen).

The information shown on this screen can be customized. To change the data displayed, click the gear icon on the right of the table header.

The Select columns window will open, where you can check or uncheck the columns you want to see and change their order by dragging them by the three-line icon. When you're done, click Apply. To go back to the original setup, click Reset to default.

Other list options

• Export to CSV: downloads the list of sent campaigns to your computer.
• Campaign archives: takes you to the section where you can manage the public archives of your campaigns.
• Compare sent campaigns: lets you compare the results of several campaigns (explained below).
• Actions menu (···): next to the magnifier icon of each campaign you'll find this menu with the Share report and Preview options.

With Share report you can generate a link to share the campaign statistics with other people without them needing access to your account. Optionally, you can set a password, and the link will only work if the user enters it correctly. Click Generate new link to create it.

Preview shows the content of the campaign exactly as it was sent, together with its main details (ID, subject, sender, groups, creation and finish date).

Compare sent campaigns

To compare the results of several campaigns, check the box on the left of each campaign you want to include. At the top you'll see the number of selected campaigns and you can click Compare (or Clear selection to uncheck them). You can also click Compare sent campaigns and choose the campaigns on the comparison screen itself.

A table will show the data of each campaign side by side: ID, Subject, Sender, Finished at, Day of week, Sent emails, Processed, Delivered, Bounced, Impressions, Impressions (unique), Clicks, Clicks (unique), Unsubscribes and Spam reports. Values include percentages, which makes it easy to see which campaign performed better. From here you can add or remove campaigns and download the comparison with Export to CSV.

Detailed statistics window

To see the detailed statistics of a campaign, click the campaign name (in the Subject column) or the blue magnifier icon (Show).

In both cases, a window like the following will open:

At the top of the window there are seven tabs that will help you understand the results of your campaigns. By default, the Overview tab is shown, so we'll start there. Later on we'll look at the rest of the tabs (Sent emails, Impressions, Clicks, Unsubscribed, Forwarded and More).

Overview

In Overview, data is displayed visually, with charts and other elements to make it easier to understand. The data is divided into four areas: Summary, Subscriber engagement, Real-time Activity and Activity Map.

Summary

• Sent emails: total number of emails sent.
• Delivered: total number of emails delivered.
• Soft bounced: total number of soft-bounced emails.
• Bounced: total number of bounced emails.

Each figure comes with a donut chart showing its percentage of the total emails sent.

Subscriber engagement

• Opened: total unique opens recorded.
• Clicked: total unique clicks recorded on the campaign links.
• Unsubscribes: unsubscribes received through the campaign's unsubscribe link.
• Total impressions: total opens recorded. If the same subscriber opens a message several times, all of them are counted.
• Total clicks: total clicks recorded on the campaign links. If a subscriber clicks several links in the same message, all of them are counted.
• Spam reports: number of times recipients marked the email as spam.
• Forwarded emails: number of times the email was forwarded (through the forward-to-a-friend link).

You can hover over the ? icon next to some of these figures to see a short explanation.

Real-time Activity

This is where you can see the most recent interactions subscribers have had with the campaign you are analyzing (opens and clicks, with the subscriber's email, date and time).

Activity Map

As the name suggests, this is a map that shows where the interactions with the campaign took place.

Sent emails

This tab provides detailed information about the status of the emails sent:

For each email the campaign was sent to, you can see: ID (identifier of the sent email), Email (subscriber's email; click it to open their profile), Status (sending status for each subscriber), Processed at (processing date), Delivered at (delivery date), Bounced at (bounce date, if applicable), Bounce category (type of bounce, if applicable) and Reported as spam (whether the message was marked as spam).

If you click the ? icon next to the bounce category, you'll see a short explanation of the reason for the bounce.

At the top of this window there is a search panel that lets you filter by a specific email (Email), by status (Status equals) and by whether the subscriber marked the message as spam (Reported as spam: Yes or No). Once you've set your search, click Search (if you click Clean, the search fields will be cleared).

In the Status field you can choose:

Not processed, not sent yet

Processed, in our sending queue and not yet accepted by the destination server

Delivered, delivered to the recipient

Ignored, not valid for sending

Bounced, the destination server permanently bounced the message

Soft bounced, the destination server bounced the email with a temporary error.

The search results are shown at the bottom of the screen and, if you click Export to CSV, you can download them to your computer.

Impressions

This area shows all the subscribers who opened the campaign. By default it shows every open generated by the campaign, so some subscribers may appear more than once; this is because they opened the campaign several times and will appear as many times as they did so.

If you only want to see one impression per subscriber, go to the search area, check the Unique box and click Search.

This will show only one impression per subscriber.

In the search area you can also look up a subscriber by entering their email in the Email field and clicking Search.

As usual in Mailrelay, clicking Clean removes the search options. Likewise, to download the report, just click Export to CSV.

At the bottom you can see information about the subscribers who opened the email, organized in seven columns:

Created at, date of the open

Email, subscriber's email

City, city where the email was opened

State, state or province where the campaign was opened

Country, country where the message was opened

Browser, browser or app where the open was recorded

OS, operating system used by the subscriber who opened the campaign.

Clicks

The next tab, Clicks, is divided into three tabs: Clicks (shown by default), Clicks map (a graphic with the percentage and performance of the clicks received) and URL performance (clicks received by each link).

Clicks

By default you'll see the Clicks tab, which is very similar to the Impressions tab and offers the same filters (Unique and Email), plus a link filter (URL equals) where you can choose any of the campaign links, as well as the Search, Clean and Export to CSV options.

At the bottom you can see information about the subscribers who clicked any of the links in your campaign, organized in eight columns: 

Date, date of the click

Email, subscriber's email

URL, link clicked

City, city where the action took place

State, state or province where the click was recorded

Country, country where the click was recorded

Browser, browser or app that generated the click

OS, operating system where the action was recorded.

Clicks map

The Clicks map tab lets you see at a glance which links performed best and worst. Each link shows a green label with the number of clicks received and its percentage of the total clicks.

It's a very visual way to find out which links worked best and where they are in the design, like a heat map.

URL performance

Finally, the URL performance tab shows the number of clicks received by each URL.

With all the information about the clicks received and where they happened, it's easy to analyze how effective your links and calls to action are.

Unsubscribed

As its name suggests, this tab gathers all the information about subscribers who asked to be removed from the mailing list.

At the top of the window is the search/filter area. From here you can filter by email (Email) and by the reason given by the subscriber for unsubscribing (Reason equals), run the search (Search) and clear the search conditions (Clean).

The reasons a subscriber can choose (Reason option) when unsubscribing are:

• Didn't sign up
• Not informed
• No interest
• Other
• Spam

Just below the search panel you'll see a counter with the number of unsubscribes received for each reason, so you can spot the most common one at a glance.

In the results area, the information about unsubscribed subscribers is grouped in five columns:

• Created at: date the subscriber unsubscribed.
• Email: email of the subscriber who unsubscribed.
• IP: IP address from which the unsubscribe was requested.
• Reason: reason given by the subscriber for unsubscribing (if any).
• Description: additional information provided by the subscriber (if any).

If you need it, you can download this list by clicking Export to CSV.

You can use this information to better understand why you're losing subscribers and try to fix the problem.

Forwarded

This tab shows which subscribers forwarded the campaign to someone else after receiving it, using the "Forward to a friend" option, available in the sending variables as the forward URL, that is, the {{ forward_url }} variable.

On this screen you'll find information about the emails that have been forwarded and, at the top, the search/filter area.

Here you can filter by the email of the person who received the forwarded campaign (Recipient email) or by the email of the subscriber who forwarded the campaign to a friend (Sender email). As always, click Search to start the search and Clean to clear the search conditions.

Results are shown in five columns: Sender name, Sender email, Recipient name, Recipient email and Sent at (date it was forwarded). You can also download them with Export to CSV.

More

The last tab, More, is a drop-down menu with three additional options:

• Log: shows the campaign's event history (for example, when it was sent, when sending finished and which user sent it), with the columns When, User, IP, Event and Changes.
• Preview: opens a window with the campaign content exactly as it was sent and its main details: ID, Subject, Sender, Groups, Campaign, Created at and Finished at.
• Download PDF: downloads a PDF report with the campaign results to your computer.

The PDF report includes the date it was generated and is organized in several blocks:

• Campaign details: ID, status, groups, creation and finish date, along with a thumbnail of the campaign (subject, sender and content).
• Performance summary: the same data as the Overview tab (sent emails, delivered, soft bounced and bounced), subscriber engagement (opened, clicked and unsubscribes) and the totals of impressions, clicks, spam reports and forwarded emails.
• Top clicked URLs: list of the campaign links with the number of clicks each one received.

It's a convenient way to save or share a campaign's results, for example to present them to your team or a client.