In August 2021 we added five updates to email campaign statistics in Quanda: a bar with the total number of clicks, more series in the chart over time, a clearer efficiency table by tag, a list of recipients who did not open the email and richer statistics for A/B testing campaigns. For each update you will learn what exactly it shows, where to find it in the statistics and what it is useful for.
Key takeaways
- Clicks in total add up every click, repeated ones included. Five links and ten recipients who each click every link once give 50 clicks.
- The Overall overview in time chart shows sent, delivered, undelivered, opened, clicks, SPAM and unsubscribed.
- Hide or show a series in the chart by clicking its legend below the chart.
- The Email campaign efficiency table sorts tags by the number of recipients reached and shows the first ten rows.
- In the Detailed overview of results, open the list of recipients who did not open the email and send it to them again.
- An A/B testing campaign has four sets of statistics, and versions A and B have their own colours in the charts.
In brief: what is new, since when, who it concerns and where to find it
- What is new: a Clicks in total bar, more series in the chart over time, a clearer efficiency table, a list of recipients who did not open the email and extended A/B testing statistics.
- Since when: since August 2021.
- Who it concerns: everyone who sends email campaigns in Quanda and evaluates their results.
- Where to find it: in a campaign on the Statistics tab, in the Overall overview, Overall overview in time, Email campaign efficiency and Detailed overview of results sections.
What has changed since this article was published: The PREMIUM plan that the article mentioned for automations is no longer offered. Today Quanda has the Standard, Professional and Enterprise plans, and you will find what each includes on the pricing page. To resend an email to people who did not open it, follow the guide Automation in a simple campaign. Since 2021 Quanda has also filtered out over 80% of automatic opens, see the article Apple Mail Privacy Protection: what it changes about open rates. The screenshots in this article come from the 2021 version of the app.
1. A Clicks in total bar in the Overall overview
Clicks in total is the sum of all clicks recipients made on the links in an email, repeated clicks included. You will find it in the campaign statistics in the Overall overview section, as a separate bar right above the Clicks uniquely bar.
How the calculation works: if an email contains five links, you send it to ten recipients and each of them clicks every link once, the total number of clicks is 50. If one of the recipients clicks one of the links repeatedly, the total grows by those clicks.
| Example | Clicks in total | Clicks uniquely |
|---|---|---|
| 1 recipient clicks once on each of 5 links | 5 | 1 |
| 10 recipients click once on each of 5 links | 50 | 10 |
| 1 recipient clicks the same link three times | 3 | 1 |
Tip: Use Clicks uniquely to compare campaigns with each other, because one enthusiastic recipient will not skew them. Clicks in total, on the other hand, show whether people come back to the content. What the other figures mean is explained in the guide What the terms in statistics mean.
2. More series in the Overall overview in time chart
The Overall overview in time is a chart that shows how the main campaign figures developed day by day. Besides opened emails and clicks, it also shows sent, delivered and undelivered emails, recipients who marked the email as SPAM and recipients who unsubscribed.
You show or hide the individual data series, that is the lines in the chart, by clicking their legend below the chart. That way you can easily narrow the chart down to the figures you are interested in right now.
Tip: The chart shows you at once on which days recipients opened the email and clicked, so you can plan the date of your next campaign or second wave accordingly. If you want to raise your click-through rate, see the article Email click-through rate: 8 mistakes that lower it.
3. A clearer Email campaign efficiency table
Email campaign efficiency is a table that shows, for each contact tag included in the campaign, the number of recipients reached, the number of unique clicks and their percentage share. The rows are sorted in descending order by the Addressed in total column, so you see the largest groups right at the top.
Tags with no clicks are hidden, and by default the table shows the first ten rows. You expand the full overview with the Show more link below the table and collapse it again with Show less.
In the default state the whole list is shorter and clearer.
Jan SpáčilCEO QuandaTip: Compare the Share column across tags. The group with the highest share of clicks shows you who is most interested in the topic of the email, and next time you can send the group with the lowest share content with a different focus.
4. A list of recipients who did not open the email
Not opened is the number of unique recipients who did not open your email. In the Detailed overview of results, the Unopened emails row shows their number, share and a Show list link that opens the list of their names.
The list comes in handy when, after sending, you decide to send the email again to those who did not open it. Add a tag to the recipients in the list and send them a copy of the email. A campaign automation is more convenient: it sends a chosen email to everyone who has not opened the first one within the set number of days.
| Approach | When it fits |
|---|---|
| Not opened list, a tag and a copy of the email | One-off, when you decide only after sending |
| "Did not open the email" automation sending a transactional email | When you want to set up the second wave in advance and not think about it |
Tip: Give the second wave a new subject line and usually send it one to three days later. In our own campaign, resending to those who did not open the email raised the click-through rate by 22%, see the article Second wave email: how to lift click-through rate by up to 83%. You can also export the statistics of the whole campaign to Excel as an .xlsx file.
5. Extended statistics for A/B testing campaigns
An A/B testing campaign has four sets of statistics: for version A of the email, for version B, a comparison of both versions and the Overall statistics for the whole campaign. Versions A and B now have different colours in the charts, so you can tell them apart at a glance.
In the comparison of versions A and B, we extended the Overall overview in time chart with the same series as in a simple email campaign: sent, delivered and undelivered emails, emails marked as SPAM and unsubscribed recipients. Here too you show or hide each series by clicking its legend below the chart.
| Statistics | What you will find in them |
|---|---|
| Email version A | The results of the first email variant |
| Email version B | The results of the second email variant |
| A and B comparison | The winning version, both emails in one chart and a comparison in percentages |
| Overall statistics | The sum of the results of both versions and of sending the winning variant |
Tip: Always test just one change, such as the subject line, so you know what the winning version owes its result to. All four sets of statistics are described in the guide Statistics in an A/B testing campaign.
What to try in Quanda right now
Five steps to get more out of the statistics of your latest campaign:
- Compare Clicks in total and Clicks uniquely for your latest campaign.
- Hide the series you don't need in the Overall overview in time chart and follow opens day by day.
- Find the tag with the highest share of clicks in the Email campaign efficiency table.
- Open the list of recipients who did not open the email and set up a second wave for them with an automation.
- Export the statistics to Excel and compare them with your previous campaign.
Campaign stats: summary
If you have any questions about statistics, write to us at support@onquanda.com or call +420 605 163 892. Support is included in all plans. What the individual figures mean exactly is explained in the guide Statistics of a simple e-mail campaign and in the free online course Campaign statistics: measure what works. Why some emails do not arrive is explained in the article Reasons for undelivered emails. If you would like help evaluating your campaigns, book a free consultation.
All the best!
Honza from Quanda
